How to optimise the D2C experience with omnichannel marketing

Omnichannel marketing provides eCommerce businesses in the food and drink industry plenty of opportunities to delight customers and boost sales. This is especially important in an industry that sells perishable products direct to consumers (DTC) and where time management and efficient delivery are essential. You can reach and serve a greater number of customers faster and better.

So what is omnichannel marketing exactly?

HubSpot (2021) defines Omnichannel marketing as A method where businesses promote their products and services across all channels, devices, and platforms using unified messaging, cohesive visuals, and consistent collateral. Omnichannel marketing ensures you reach customers where they are with a relevant and on-brand offer.”

Most eCommerce businesses connect with customers across multiple channels, such as emails, SMS, telephone, social and push notifications. However, with omnichannel marketing, your channels are connected, so customers move between them seamlessly. 

What does this look like in practice?

Our client SmoothieBox offers an exceptional customer experience by using consistent messaging, visuals, and positioning statements for a seamless brand experience throughout the customer journey.

A SmoothieBox Customer Journey

Stage 1: Awareness

  • Paid social & search ads
  • Customised landing pages
  • Blogs
  • Pillar page content
  • Email collection

SmoothieBox landing page Ads targeting people with digestive issues lead the consumer to a landing page that provides information on how SmoothieBox smoothies can aid better digestion with all the signals to support a purchase, including offers and the option for a visitor to sign up for marketing emails.


Stage 2: Consideration

  • Email offers, invitations to connect on social
  • Live chat on website
  • Social media channels including user-generated content, blog content and recipes
  • SMS

Screenshot 2022-01-26 at 15.51.42Live chat is available on the website to address questions and provide reassurance during the consideration stage.


Stage 3: Purchase

  • Website purchase
  • Email and SMS confirmation
  • Customer support via email or telephone
  • Invites to private ‘SuperBlenders’ Facebook group

Super Blenders postThe SmoothieBox Super Blenders group on Facebook is a place to share and learn. Members and SmoothieBox employees help and encourage each other to get the most from their SmoothieBox subscription.


Stage 4: Delight

  • Invited to leave a review
  • SMS and email subscription reminders, exclusive offers, new product launches
  • Loyalty points
  • Enhanced ‘White Glove’ customer support/account-based marketing
  • Contributes/shares on social media
  • Create user-generated content (UGC)

SmoothieBox UGC

Customers are encouraged to create testimonials and video clips showing how they make their smoothies and how SmoothieBox has helped them achieve their goals for better health and well-being. This UGC is shared across channels.

The customer touchpoints, whether on mobile, tablet or desktop, seek to inform, support and solve for the customer every step of the way with consistent messaging and appropriate calls to action (CTA) for each step in the buyer’s journey.


How to make omnichannel marketing work for your eCommerce business

Food and drink eCommerce businesses need an omnichannel marketing strategy to integrate their channels and allow for seamless customer communication and personalised messaging. 

Customer touchpoints may vary depending on your business and on the particular buying journey of your customers. Do you use Live Chat, ChatBots, telephone support, email, cart abandonment workflows, SMS reminders, social media, mobile apps or physical retail outlets? 

Whatever combination of channels you have working for your business, an integrated customer experience will provide consumers with a more engaging buyer’s journey.

Integrated CRM (Customer Relationship Management) software platforms allow you to build and manage relationships and interactions with your customers across multiple channels. You can improve sales and save time, optimise resources and automate processes.

CRM platforms can be customised to work effectively for your particular business and your customers with built-in functionality or integrations with other systems. We have worked with many direct to consumer clients in the food and drink industry and have helped them make the most of their CRM platform to improve lead generation, website personalisation, marketing automation, sales forecasting, account management, customer service and more.


What’s next?

If you want to get omnichannel marketing working for your eCommerce business, click the button below to arrange a free 30-minute strategy session.

Together we’ll:

  • Review your current website and customer buying journey.
  • Set some achievable goals for your business growth.
  • Find the biggest issues that are preventing your business from growing.
  • Get actionable recommendations to kick-start your business growth and improve your customers’ experience.

Book Your Free Strategy Session