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What are the benefits of creating an omnichannel brand experience?

Author

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  • Blakeney, Jon

Abstract

Is it really worth the time, trouble and investment that it takes to create a truly great omnichannel brand experience? This paper helps to explain what omnichannel really means and how a company can benefit from aligning all its channels into one consistent brand experience. It also looks at what customers are expecting from brands as they move from smartphone to tablet and finally complete their shopping mission in-store. Both the rational and the emotional factors that affect experiences are explored to establish how to optimise the performance of each individual channel and achieve the maximum return on investment. These findings are used to highlight the danger of overinvesting in one channel at the expense of others. This phenomenon is brought to life through real-life examples of brands that have experienced the pain of unhappy customers using multiple channels to vent their anger. The paper also highlights the major trends in omnichannel and includes a ‘how to’ user guide to creating a world-class omnichannel experience. And, finally, the proof of the pudding — the author gives real-life examples of global businesses that have embraced the principles of omnichannel branding and reaped the rewards.

Suggested Citation

  • Blakeney, Jon, 2016. "What are the benefits of creating an omnichannel brand experience?," Journal of Brand Strategy, Henry Stewart Publications, vol. 5(1), pages 57-66, March.
    • Handle: RePEc:aza:jbs000:y:2016:v:5:i:1:p:57-66
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    More about this item

    Keywords

    omnichannel; brand experiences; user experience; multichannel; channel consistency; customer’s journey;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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