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Next up in our omnichannel series, we’ll be covering a UK-based clothing brand, Oasis, who absolutely dominates when it comes to leveraging all marketing channels to guide their consumers along the buyer’s journey to ultimately purchase Oasis fashions .  

As a reminder, let’s first define omnichannel marketing explicitly. According to our last post, A Beginner’s Guide to Omnichannel Marketing, it is:

  • Retailers with a physical and digital presence
  • “Seamless and effortless, high-quality customer experiences that occur within and between contact channels.”
  • The ability to deliver a consistent experience across offline and online channels, while factoring in the different devices that consumers are using to interact with your business.

 

A recent study  conducted on 46,000 participants revealed that 73% of consumers use multiple channels on their shopping journey. Furthermore,  the more channels a customer used, the more they spent.

Oasis, a U.K. fashion retailer has smoothly integrated their ecommerce site, mobile app and brick-and-mortar store into a simple shopping experience. The store is equipped with touch screens to help quickly identify items in stock and available sizes. For products out of stock, the in-store touch devices allow customers to place their order immediately in the store, preventing lost sales to competitors. Size is not available, effortlessly place the order on the iPad. Oasis also has their own mobile app that customers can use to browse styles, or track orders.

 

Leveraging is the next part of the omnichannel strategy. Oasis captivates their audience with an easy integration from social to the ecommerce site. By developing high quality content on their Instagram feed with integrated shopping, users can tap items in an Instagram photo that link to the product pages themselves. Average brands reported a +1,416% increase to their website and a 20% revenue increase using this feature.

 

To test the strategy, Oasis hosted a press preview and invited one hundred of their top customers, who gave feedback on their favorite products. The experience was two-fold as it created excitement and exclusivity within the customer, but also allowed the brand to collect insight directly from the customer. The preview included QR codes that were placed on all of the new products, which the customer would scan  on the Oasis mobile app and select ‘Love it’ or ‘Not for me.’ If the customer loved the item, they opted to be notified upon the product’s release. This high level of customer engagement was a phenomenal example of the power event-driven and brick-and-mortar marketing has to build community and ultimately loyal customers.