{"id":27214,"date":"2016-09-01T09:07:53","date_gmt":"2016-09-01T13:07:53","guid":{"rendered":"https:\/\/biznews.fiu.edu\/?p=27214"},"modified":"2016-10-19T11:16:43","modified_gmt":"2016-10-19T15:16:43","slug":"omnichannel-marketing-the-consumer-is-the-channel","status":"publish","type":"post","link":"https:\/\/biznews.fiu.edu\/2016\/09\/omnichannel-marketing-the-consumer-is-the-channel\/","title":{"rendered":"Omnichannel marketing: The consumer IS the channel."},"content":{"rendered":"
As part of an op-ed series, BizNews shares the expertise and diverse perspectives of members of the university community. In this piece, Greg Maloney discusses how to market to consumers who today have access to many retail channels\u00a0and sales within minutes to buy a single item.<\/em><\/p>\n By Greg Maloney<\/a>, marketing instructor, College of Business<\/a><\/p>\n Omnichannel marketing is the latest trend in marketing that looks at the experience from the consumer\u2019s perspective. It\u2019s been labeled the \u201csingle largest opportunity\u201d for businesses right now.<\/p>\n Moving away from traditional channels, omnichannel marketing recognizes that multiple vehicles can make up a single purchase process for the customer and tries to merge them all into a single experience. The way the consumer shops is now more important than the specific channel they purchase from.<\/p>\n Omnichannel marketing represents the biggest shift in marketing and consumer behavioral changes since 1995 when Amazon was first created.<\/p>\n The numbers are clear:<\/p>\n A shopper browsing at Kohl\u2019s website receives an in-store alert letting them know which of the products looked at online are in stock, and a 20 percent off coupon. A few days later, a thank you email from Kohl\u2019s delivers another discount coupon. Target reminds customers of upcoming special events based on previous purchases identified by a gift tag.<\/p>\n Creepy? Not so. It\u2019s knowing your customer and delivering a personal touch. The salesperson knowing you by name has now evolved to the company knowing your purchasing preferences.<\/p>\n Omnichannel marketing is feasible and cost-effective for a broad range of businesses. The must-dos:<\/p>\n
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