It is likely that no matter the way customers shop this year, either online or in-store, both options are important for advertisers to use to their advantage to reach customers. To set themselves up for success, businesses should consider how to reach their audiences both digitally and in the physical store by embracing omnichannel marketing.
That doesn’t mean you need to radically change your marketing, though. The best customer-centric marketing already recognizes the omnichannel shopping experience: Audiences interact with brands both on- and offline during their purchase journey, and effective marketing meets customers' needs across different channels.
The mix of online and offline touchpoints can be varied, such as learning about a product on a website but going to stores to see or hold that product in person; finding a product in the physical store and looking it up online to explore customer reviews; or viewing an online ad for a product that makes it top of mind when browsing in the physical store.
To meet the needs of shoppers, businesses should recognize the importance of the entire purchase funnel and not only focus on the sale. Brand awareness and consideration are key steps in the process, and brands can help shoppers that choose to shop online, discover new brands, as well as provide opportunities for remarketing. We recommend driving awareness and consideration as part of your holiday advertising strategy.
The holiday shopping experience will likely be a hybrid, with some consumers choosing to shop in physical stores, some shopping in online stores, and some combining both during their purchase journey. Businesses should remain versatile and take a customer-centric, omnichannel approach to best reach and engage shoppers.