What is value, and identifying patterns?

We’d like to know which factors contribute most significantly to success with ideal customers. Some of these things may be more important than others, such as your customer profile. Does every company need to compete at or near its competitors’ level to succeed? How important is the cost? 

Consumers’ perception of the value they get from digital vs. omnichannel companies varies widely. 

The first pattern is a “digital-first” company that excels in digital and has a strong omnichannel strategy. The second pattern is an omnichannel company that excels in omnichannel but lacks a strong digital strategy. And the third pattern is a traditional company with no digital presence or omnichannel focus.

We found these patterns are not mutually exclusive: A company may be a digital-first company without having a strong omnichannel approach, or it may be an omnichannel company without having a strong digital strategy. But each pattern represents a different way of creating value.

Digital-First Companies

A digital-first company excels in digital and also has a strong omnichannel strategy. These companies offer both physical and online products and services. They typically have a large customer base and a high level of brand awareness.

The best way for a digital-first company to succeed is by offering an exceptional product or service that customers can’t live without, while providing a great experience when they purchase it.

How do you know if your company fits this pattern?

You should consider whether your company offers a unique product or service that people want to buy. You should also look at the size of your customer base, as well as the strength of your brand. If your company is small or new, you might need to build up your brand before you think about expanding into other channels.

If you don’t yet have a powerful brand, you could try starting with a simple ecommerce site. Over time, you could add additional features, such as mobile apps and social media pages.

If you already have a powerful brand, then you can start building out your omnichannel strategy. For example, you could use analytics to create personalised content across all channels, including email marketing, social media, search engine optimisation (SEO), and remarketing ads.

Omnichannel Companies

An omnichannel company excels at omnichannel but doesn’t have a strong digital strategy. These companies usually offer a wide range of products and services through multiple channels. They often have a smaller customer base than digital-first companies, but their brand recognition is stronger.

An omnichannel company can succeed by offering an interesting mix of convenience, price, quality, and personalisation. This means making sure that its website and other channels are easy to navigate, provide simple information, and deliver a consistent shopping experience. It also means developing a strong relationship with customers by responding quickly to questions and complaints and helping them find what they want.

How do you tell if your company fits this category?

Look at your customer base. Is it primarily made up of loyal repeat buyers who prefer to shop in person? Or is it made up of casual shoppers who visit your store only occasionally? If most of your customers are casual shoppers, then you probably aren’t ready to expand beyond brick-and-mortar stores.

Look at your brand. Does your company have a reputation for being reliable, friendly, and trustworthy? Can you show those qualities through your websites, emails, social media posts, and other communications?

If you answered “yes” to both questions, then you probably have a good foundation for growing your omnichannel strategy. But if not, then you may need to work on improving your brand before you can expect to attract more customers from different channels.

To give food for thought, I will share five things that you should do to improve your omnichannel marketing strategies and increase customer engagement across all of your channels.

  1. Create a consistent experience across all channels

The first step towards an effective omnichannel strategy is ensuring that every channel provides a similar user experience. That way, customers feel comfortable using any channel, regardless of where they choose to shop.

For example, if your website has a checkout process that requires users to enter shipping and billing addresses, then make sure that these fields appear in the same place on each page of your app. 

  1. Make it easier for customers to contact you

Customers don’t always know exactly how to reach you when they have questions or problems. You might send them an email, but they don’t receive a response right away. And even if you respond immediately, there’s no guarantee that they’ll read it.

Make it as easy as possible for customers to get in touch with you. For example, include phone numbers, fax numbers, and email addresses so that they can easily call, fax, or write you back.

  1. Provide helpful content

When people search for something on Google, they look for answers to specific questions rather than general information. So if you want to rank well for certain keywords, you must offer useful content.

This doesn’t mean stuffing your site full of useless articles. Instead, focus on providing high-quality content that helps solve actual problems. Your goal should be to create content that makes readers come back again and again.

  1. Offer multiple ways to pay

Most customers prefer to use one form of payment for their purchases. However, many businesses still require customers to sign up for separate accounts on various platforms.

This approach limits your ability to convert new customers into repeat ones. It also creates friction between your customers and yourself, which could lead to lower conversion rates.

Instead, try offering multiple ways to pay. Customers can register on your website, download an app, or buy gift cards. They can also pay via multiple card and social platforms. This gives them the flexibility to choose whichever method works best for them.

  1. Use mobile apps

Mobile apps provide convenience and efficiency for shoppers.


They let customers browse products without having to leave their homes or offices. They also enable them to access special offers, track orders, and view product reviews.

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