What's an example of an omnichannel goal?
A beverage company wants to raise awareness across Google platforms on a new line of sparkling water.
A cosmetic company wants to increase their online sales by driving consumers to the website to make a purchase.
The store marketing team at a large pet company wants to double only in-store sales by Q4.
The digital marketing team is promoting a 25% off discount for shoppers who buy online and pick up in-store.
Explanation
Analysis of Correct Answer(s)
An omnichannel goal is one that integrates multiple channels, specifically bridging the gap between online (digital) and offline (physical store) experiences to create a seamless customer journey.
- The correct answer, "promoting a 25% off discount for shoppers who buy online and pick up in-store," is a perfect example of an omnichannel strategy. It directly connects the e-commerce platform with the physical retail location. This approach, often called "BOPIS" (Buy Online, Pick-up In-Store), leverages the strengths of both channels to provide customer convenience and drive traffic to the physical store.
Analysis of Incorrect Options
-
"double only in-store sales": This goal is focused exclusively on a single channel—the offline, physical store. It does not involve any integration with online channels, making it a single-channel goal, not omnichannel.
-
"raise awareness across Google platforms": While this involves multiple digital platforms (e.g., Search, YouTube), the entire effort is confined to the online world. It lacks the essential connection to a physical, offline component that defines an omnichannel approach.
-
"increase their online sales by driving consumers to the website": This is a classic e-commerce or online-only goal. The entire customer journey, from discovery to purchase, is intended to happen on the website. This is a single-channel (online) strategy.