Creative Campaigns / 4 minute read

Why bother with Omnichannel communications?

Written by Alex Cottom

17 November 2021

Omnichannel communications reference a singular experience for consumers, such as unified comms, across all channels. This content is optimised for every channel and appropriate devices, as well as featuring aligned design, messaging and objectives for harmonious and uninterrupted user experience.

With the comms landscape constantly changing and evolving, it’s important to remember that consumer experience must be at the forefront. 9 out of 10 consumers want an omnichannel experience; this is because such an experience ensures both consistency and that seamless journey consumers are looking for as part of their buying experience. This is something that can really make or break not only the purchase, but also brand sentiment. In fact, according to Omnisend, purchase frequency is 250% higher on omnichannel vs. single channel.

In the physical sense… Harvard Business Review reported that 73% of consumers shop on more than one channel.

UK fashion retailer Oasis is one of the most impressive in its use of omnichannel approach and uses this knowledge to its advantage. Whether in-store or online, it’s ensured that you’re experience as a customer is seamless.

The mobile app, optimised for phones and tablets, can be downloaded by customers and used to purchase items from home, usually with additional coupons for using the platform, and it can also be used to improve your store experience too! Oasis have really hit the nail on the head with this, as Google reported that 71% of shoppers who use smartphones for research in-store say that it’s become an important part of the experience.

You can also shop on the Oasis website, also device-friendly but more so for desktop/ laptop, that is easy to navigate and mirrors Oasis’ other buying platforms.

From an in-store point of view, Oasis stands out from its competitors via the use of iPads that also act as tills, meaning you can ask a staff member for help with product information, up-to-date pricing, or styling tips and either order to your home if a product is out of stock, or allow you to pay right where you are instead of waiting in long queues.

So why actually bother? If providing a positive user experience for customers doesn’t quite tempt you (bit strange), you might be interested in the return-on-investment omnichannel comms may have. For example, unified comms across your channels may mean less time spent on creative concepts, creation and implementation. However, the positive experience you’re providing customers also means they’re more likely to revisit and continue to use your services, with Omnisend reporting that customer retention rates are 90% higher with omnichannel in comparison to single channel.

Let’s get you up to speed. Did you know that 45% of marketers feel they lack the necessary talent, tech and processes to master omnichannel brand marketing? According to a report by CMO Council, this is the case. And that’s a pretty high percentage! If you’re part of that statistic, or you feel you don’t quite have the knowledge or the tools to deliver a strong omnichannel marketing strategy in the way you’d like, let us help you – because we have just the people (and the tools) who can.

Give us a call on 0207 937 8057 or email us at and together, we can create not only omnichannel comms that hit the mark, but an omnichannel marketing strategy that will have your competitors filled with jealousy!