Omnichannel customer experiences are becoming the new normal. Have you adapted your small business yet? This 2,800+ word guide aims to get you up to speed on the what, why and how of omnichannel – with real examples and tips tailored specifically for SMB success.
Let’s get started.
What Exactly is Omnichannel Marketing?
“Omnichannel" refers to seamlessly integrating and coordinating all your communication channels – both online and offline – to create consistent messaging and experiences for customers. The goal is to allow shoppers to engage with your brand whenever, wherever and however they choose.
“Think of omnichannel as a dance between customers and brands. Customers may start a brand relationship online, pivoting to offline channels like stores for product demos and then back to ecommerce for discounts or customer service issues. At each step, smart brands make the next move effortless for the consumer.”
So in an omnichannel setup, the journey may go something like this according to Sherene Hilal, VP of Product Marketing at Bluecore:
- Customer first becomes aware of your shirts via a Facebook ad
- They click to your website to view more styles and sizes with detailed product information
- They locate your store on Google Maps to visit and try on different fits
- Happy with the in-store service, they join your loyalty program by providing their mobile number
- You trigger a personalized coupon to their phone which they redeem completing their purchase online
- A few weeks later when they have a question about returns, they start a live chat with your support team
At every step, you’ve given them a consistent brand experience with unified messaging tailored exactly to their needs and preferences each time – online and offline.
That’s the omnichannel difference.
Now let’s explore why omnichannel matters for SMBs specifically and how you can implement it step-by-step.
Omnichannel Gives SMBs a Competitive Edge
Historically large enterprises led the way with omnichannel fueled by expansive budgets and resources smaller brands could never match. But times have changed according to Daniel Levine, trends expert:
"Omnichannel technology has become more affordable, accessible and easier to implement than ever for SMBs. Customer expectations have also risen dramatically. Shoppers today demand unified retail experiences regardless of company size. They are just as likely to defect from a global giant as local store if interactions are inconsistent or frustrating. This puts pressure on brands big and small to prioritize customer experience."
The key omnichannel stats SMBs can’t ignore:
- 71% of SMB retailers believe omnichannel adoption is very important for their business success (Radial Survey)
- 92% of customers say they would consider purchasing from small businesses that provide omnichannel experiences. (Salesforce Research)
- SMBs with omnichannel retain on average 89% of their customers compared to 33% for single-channel SMBs (Aberdeen Group)
Benefits like revenue lifts, lower acquisition costs and improved retention are too substantial for SMB brands to overlook.
For example, omnichannel customers spend 4% more on average per shopping occasion. This may not seem like much but quickly adds up according to industry researcher Sucharita Kodali:
“Across monthly, weekly or even daily purchases, an extra 4% per transaction goes straight to your bottom line. Plus you’ll likely convert more shoppers thanks to ease of interaction. Multiply by hundreds or thousands of customers, and gains really compound.”
Let‘s explore a few more advantages in more detail:
Increased Sales
- 30% higher lifetime value compared to single-channel customers (Aberdeen Group)
- 10-15% larger average order values (Fast Company)
Stronger Loyalty & Retention
- 89% average retention rate for omnichannel SMBs vs 33% for single-channel (ContentSquare)
- 72% of omni-shoppers say experience consistency plays into their loyalty (Salesforce Research)
Competitive Brand Credibility
- 66% of customers feel SMB omnichannel efforts positively differentiate from larger players (Manifest Survey)
- 57% have higher trust in integrated brand experiences (Lucidya Research)
The proof is clear. Prioritizing connected retail channels directly fuels conversions, customer retention and revenue growth.
Now let’s get into tactical steps for making omnichannel work for your small business.
How to Implement an Omnichannel Customer Experience
Follow these best practices from SMB marketing experts to build a solid omnichannel foundation:
Secure Leadership Buy-In
Get endorsement from senior management on an omnichannel vision tied directly to business growth goals. Ensure all stakeholders are aligned on strategy importance. This drives urgency around proper investment and coordination.
“You need that top-down mandate and commitment to drive adoption across siloed sales, marketing and technology teams. Department heads must be jointly accountable for delivering ongoing unified customer experiences." – Clare Underwood, ChannelAdvisor
Map High-Value Customer Journeys
Pinpoint your 3-5 top buyer personas and document exactly how they engage today across awareness, consideration, purchase and post-purchase.
Identify specific gaps or pain points in the process across web, mobile, email, in-store, call center and delivery interactions. This journey mapping fuels your omnichannel priorities.
For example, you may discover:
- Product detail pages lack enough visuals and videos for consideration phase
- Cart abandonment spikes on mobile needing better design
- Online customers requesting more in-person buying options
Tackle fixing these gaps first with integrated data, messaging and functionality.
Visualize End-to-End Experiences to Uncover Omnichannel Gaps
Formalize Support Processes
Develop internal playbooks documenting exactly how customer issues get resolved – especially those spanning sales and services channels.
Confirm hand-offs, workflows, approvals and responsibilities across staff. Eliminate any broken telephone between marketing, sales, stores, call centers or executive replies.
Obsess over seamless transitions especially for high-touch customer queries.
Invest in Unified Data
Collect and connect behavioral data across all channels – both online and offline – to feed profiles in a customer data platform (CDP).
“This single unified customer view enables identifying, segmenting and activating shoppers with tailored omnichannel experiences.” – Arun Pattabhiraman, VP Marketing at Interplay
With rich identity stitching, you can track buyers across devices, store visits, email clicks, app usage etc. Gain a complete 360-picture of behaviors driving purchase and engagement.
Feed insights anywhere to personalize messaging – whether onsite pop-ups or abandoned cart slogans – matching exactly what each segmented group cares about based on observed patterns.
“We continuously refine and A/B test our data model to determine which behaviors or attributes signal high-intent buyers most likely to convert omnichannel. Advanced analytics unlocks huge revenue potential.”
Select Interoperable Software
When evaluating new martech or sales tools, scrutinize integration capabilities as much as features.
Prioritize platforms with open APIs or built-in connectors allowing tight data sharing across your existing CRM, email provider, ecommerce engine etc.
“A unified stack is non-negotiable. You need real-time syncing of customer activity and profile updates across all systems. This prevents frustrating inconsistencies.” – Stacey Hawes, Head of Marketing Technology Services, MANIFEST
For example, when a shopper calls your support line about an abandoned browse session, the agent must be equipped with full history of recent web visits and clicks. This context personalizes discussion to rescue the sale.
Omnichannel Platforms & Software for SMB Retailers
Now let’s explore some leading omnichannel solutions suitable for SMB budgets and needs.
All-In-One Business Software
Zoho One brings together 35+ integrated apps for sales, marketing, finance, HR, commerce and more. Unified data and dashboards deliver end-to-end visibility ideal for coordinated customer experiences. Pricing starts at $35 per user monthly.
Key Benefits
Unified Data & Reporting
Built-in Channel Connectors
200+ Third Party Integrations
Predictive Analytics
Considerations
Can Feel Overwhelming for SMBs
Stronger in Operational Areas vs Marketing
SMB Ecommerce Platform
Shopify Plus helps retailers sell across web, social, mobile, stores and pop ups. Unified merchant tools for POS, payments, fulfillment and customer engagement power seamless buying. Custom builds support unique requirements. Mid-market focused subscription pricing.
Key Benefits
Omnichannel Native Not Bolted On
Turnkey Design, Branding & Storefronts
Robust Partner Ecosystem
Considerations
No Native Marketing Automation Built-In
Limitations for Offline Inventory Management
Can Get Expensive for Custom Complex Needs
Helpdesk Software
Freshdesk Omnichannel consolidates tickets from phone, email, chat, messaging, and social media – with bots for common inquiries. Agent desktop organizes workflows across channels with unified context. Plans start at $15 monthly per agent.
Key Benefits
Simple & Affordable SaaS Pricing
Quick Time-to-Value
200+ App Integrations
Considerations
Still Expanding Channel Support
Can Miss Some Large Enterprise Features
When evaluating solutions, consider ease of use, breadth of unified data, tool ecosystem, and pricing flexibility tailored to SMB environments.
Comparing Channel Strategies: Omnichannel vs Multichannel vs Cross-Channel
While juggling all these concepts around integrated channels, you may ask what exactly is the difference between omnichannel, multichannel and cross channel?
At first glance the terminology seems interchangeable. But there are some distinctions in capabilities and strategy:
| Omnichannel | Multichannel | Cross-Channel | |
|---|---|---|---|
| Description | Bi-directional experiences connecting all channels | Multi-touch outreach across disconnected channels | Strategically pairing limited channels |
| Data | Unified profiles across all channels | Siloed data per channel | Select unified data points |
| Focus | End-to-end seamless journeys | Single conversions per channel | Coordinated messaging for targeted campaign |
| Customer Perspective | Experience consistency driving loyalty | Channel specific personalization | Campaign awareness across channels |
| Technology | Integrated stacks enabling omnichannel delivery | Channel specific platforms | Campaign specific coordination layer |
| Metrics | Full attribution measuring cross-channel influence | Channel specific metrics | Campaign focused metrics |
“Think of omnichannel as complete customer experience nirvana. Cross-channel strategies focus on driving specific campaigns leveraging unified messaging. Most SMBs actually fall into the multichannel bucket with a presence across website, social, marketplaces etc but limited deeper coordination or data integration.” – Sherene Hilal, Bluecore
Rome wasn’t built in a day. Start solving for known high-value journey gaps. Expand scope over time. Omnichannel is an evolutionary process.
Overcoming Omnichannel Challenges for SMBs
Like any major business initiative, omnichannel comes with common growing pains. Having the right expectations and plansmooths the road to maturity.
“The biggest hurdles SMBs face often stem from lack of executive support, data complexity and inadequate tools. But pragmatic planning matched to budget realities closes these gaps.” – Clare Underwood, ChannelAdvisor
Top obstacles and mitigations include:
Data Integration Fallout
- Concern: Managing and stitching so many disjointed data sources feels overwhelming
- Plan: Start by licensing customer data platform focused specifically on unifying core commerce data (carts, purchases etc) across touchpoints. Expand over time.
Stakeholder Misalignment
- Concern: Sales, Marketing, Stores and Service teams operate in functional silos. Who spearheads this?
- Plan: Tie omnichannel executive sponsor to revenue growth goals shared across departments. Financial upside breaks down silos.
Toolchain Gaps
- Concern: Significant technology investment needed across CRM, ESP, POS and custom builds
- Plan: Audit high priority gaps undermining experience today like inventory visibility. Set phased roadmap tackling foundational needs first.
Budget Constraints
- Concern: Large enterprises have more resources to devote to omnichannel execution
- Plan: Right-size software choices to SMB pricing and support models. Delay vanity capabilities until core experinece delivers ROI first.
Real Omnichannel Success Stories From SMB Brands
Let’s look at two examples of omnichannel SMB retailers unlocking impressive growth. Their strategies and results provide inspiration on way to excel.
MVMT Watches
Founded in 2013, MVMT set out to disrupt the entire watch industry. By selling direct-to-consumer (DTC) online and leveraging influencer marketing, they reached $90M in under 5 years.
Omnichannel was core to growth with retail stores giving customers a tangible, tactile way to experience quality and craftsmanship firsthand. Meanwhile enhanced customer data strengthened online personalization.
Key Results
- 33 Retail Stores Driving $3K+ Sales Per Sq Ft
- 15-25% Product Return Rate In Stores vs 40% Online
- 170K+ Influencer Network Driving Sales
- $90M Annual Revenue 6 Years After Founding
Unified Physical + Digital Commerce Triples Revenue
Credo Beauty
Credo Beauty is a clean beauty retailer operating stores and selling premium cosmetics DTC. By unifying product selection and education across channels, customers receive tailored guidance on sensitive skin and ingredients.
Loyalty program integration, clienteling apps and store-to-door delivery ensure rewards and purchases follow consumers any way they shop.
Key Results
- 8 Physical Stores Driving 62% of Revenue
- Clienteling App Drives 20% Of In-Store Revenue
- Seamless Loyalty & CRM Across Web + Mobile
- YoY Growth Rate 2-3X Industry Average
Personalized Clean Beauty Education Increases Channel Engagement
Both examples show tangible revenue expansion and market leadership fueled by strategic omnichannel execution. Use their playbooks to inform your future roadmap.
Key Takeaways & Next Steps
We’ve covered a lot of ground setting the stage for SMB omnichannel adoption. Here are some parting words of wisdom:
Master High-Value Journeys – Obsess over perfecting experiences for your most profitable customers before expanding efforts. Priority precedents headless budget chasing.
Right-Size Technology Choices – Omnichannel success doesn’t require overhauling your entire stack despite vendor FUD. Take prudent steps improving foundational gaps first.
Test & Iterate Quickly – Given limited resources, fail fast and course correct often. Let customer signals guide your ongoing feature roadmap rather than vanity capabilities.
Don’t Boil The Ocean – There will always be more channels and data to tackle. Scope execution carefully relative to realistic return. Think marathon not sprint.
The omnichannel opportunity is yours for the taking. Now is the time for SMB brands to double down expanding their competitive advantage in an increasingly noisy market.
Own the experience, and the customer will be yours for life spreading the brand love.
