In recent years, the term omnichannel has been an all-encompassing, and candidly, ill-defined term. It is often used vaguely to describe an integrated marketing strategy across all channels. Unfortunately, its wide adoption has not made the definition any clearer or more actionable. Marketers and retailers alike have become resistant to “omnichannel” as it’s used countless times a day without any real direction behind it (and hey we’re guilty of this too)!
The inevitable retirement of omnichannel is upon us. Enter: harmonized retail. This term also refers to an integrated marketing strategy but has a more focused approach and is experience centered. It’s time to surrender our devotion to omnichannel and take an approach that packs a greater punch.
Defining Harmonized Retail:Harmonized retail strives to create a consistent and seamless shopping experience for customers regardless of the platform they are shopping on – mobile, desktop, or in brick-and-mortar stores.
The Problem with Omnichannel
We marketers love buzzwords. But hey, the terminology we use is important. It helps inform our approach and allows us to apply big concepts.
Omnichannel is a buzzword that bit off more than it could chew right from the start. The reality is that brands can’t be everything to everyone at all times, nor should they strive to. Adopting an omnichannel approach is a tall order that often results in failing to meet customer expectations, lack of engagement, and loss of personalization.
The Harmonized Retail Approach
Harmonized retail is the long overdue approach that truly delivers seamless experiences. It is a much more practical strategy that reflects the needs of dualistic consumers existing both digitally and physically.
Today’s technology makes it possible for retailers to understand customers and personalize experiences — marketing strategies should reflect this. Harmonized retail creates a human experience digitally by integrating in-store products and services. A harmonized channel captures the right audience at the right time.
Creating an omnichannel approach can be strenuous and doesn’t always deliver. Synchronizing marketing with all aspects of business can paradoxically create a one-dimensional marketing strategy.
Omnichannel aspires to a one-size-fits-all solution. The problem is that marketing solutions are rarely universal. It is time to reinvent the integrated approach.
Harmonized retail also allows for more adaptable solutions with the ability to adjust and test. This approach recognizes that customer experiences are not one-size-fits-all and that the future is integrating the digital world and the physical world.
Interested in transitioning to a harmonized retail approach? Contact us and together we can create a truly seamless experience for your customers.