young woman running her ecommerce business

Why Amazon Sellers Need an Omnichannel Marketing Strategy

No one would argue that Amazon isn’t a great distribution channel. It’s the largest online marketplace in the world! However, relying on a single distribution channel is not the way to build your brand presence. To compete in our current eCommerce world, you need a bulletproof eCommerce store and omnichannel marketing strategy.

Employing Amazon in your eCommerce strategy is still important. What is essential is assuring your brand has an online presence. So, how do you get started?

Smartphone user exploring her various apps on her iPhone

What is Omnichannel Marketing?

Before diversifying your Amazon business, it’s important to have a firm grasp on omnichannel marketing. Today, it is vital for eCommerce brand growth.

Omnichannel marketing is an integrated, cross-channel marketing approach. It involves multiple channels, just like a multi-channel strategy. Yet, an omnichannel strategy differs in that it aligns every channel to create a thorough customer experience.

The result? A smooth and personalized shopping experience customers will surely remember.

The omnichannel approach is fundamental to compete in today’s digital world. Consumers no longer rely on just one channel for shopping. Some say that consumers use up to 10 channels when shopping. Either way, an omnichannel marketing strategy will help you to reach these consumers and achieve the sales you desire for your brand. 

Amazon is Not the Only Way to Sell in Ecommerce

Often we hear that Amazon has taken over the market (or the entire world!) That’s not necessarily true.

It is a fact that Amazon is the leader in marketplace sales. But, there’s still a huge chunk of B2C sales Amazon doesn’t control. That’s branded sales. 

Now more than ever is a time to maximize your brand’s potential. The COVID-19 pandemic deeply affected the spending habits of consumers. Consumers now shop a lot more consciously. They like to learn about a brand, its story, and what it stands for.

An eCommerce site coupled with an omnichannel marketing strategy lets you speak to customers better than Amazon reviews can.

Did you know that even Amazon uses an omnichannel marketing strategy? Think about Amazon Prime – it maximizes customer convenience. With Prime, you are offered unique discounts and bonuses, such as Prime Video or Whole Foods discounts. Plus, shipping is always fast, effortless, and free.

What Amazon is doing is collecting customer data and strategically analyzing it. This allows them to provide customers with the most simplified and personalized experience. Amazon’s omnichannel approach is one of the big reasons the company is just that successful.

beauty ecommerce site with a modern design

Web Design Direction by Hrvoje Grubisic

Why Amazon Sellers Need an Ecommerce Site

There’s no doubt that Amazon provides an easy outlet to sell frankly anything. Amazon makes things so simple that it may make you doubt putting in the extra effort of creating an eCommerce site.

Newsflash: that extra effort could boost your sales exponentially.

The thing with Amazon is that you are relying on a single distribution source. As we touched on in the omnichannel marketing definition, customers browse through multiple channels. If you do not have an eCommerce store to lead them back to, you’re missing out on new and repeat customers.

Creating an eCommerce site lets you diversify and increase your long-term growth potential. Here’s why.

Establish Brand Presence and Credibility

Let’s face it – there are millions of sellers on Amazon. While customers love options, they also want to know a brand is reliable.

Oftentimes, Amazon reviews are not enough to prove to a customer your brand is reliable. So, what do customers do?

They google your brand. 

If you do not have an eCommerce website, customers lose confidence in purchasing your product(s.) No one wants customers to doubt their business! With a functional eCommerce site, you let your brand speak for itself. This assures customers that you are a viable business. It also can increase your direct-to-consumer sales too!

Enables Better Customer Engagement

If a proper eCommerce website does one thing, it increases your customer engagement. As the main touchpoint for your business, your website is there to connect and support customers directly.

Your eCommerce store is your home base. It has the outlets for customers to explore, engage, and connect with your brand. Customers will learn your core message, see what makes your products different, and so on. These details are breadcrumbs to increased customer loyalty.

A well-built eCommerce site also offers more direct ways to snag repeat customers. One big way is through email marketing.

Just your landing page alone is a major way to snag a potential long-term customer. Prompting an email sign-up can be the first thing a user sees. This is a golden opportunity to land return customers.

eCommerce platforms like Shopify simplify the email marketing setup. With several apps to choose from, you can customize everything from email pop-ups to full-blown email marketing campaigns. 

Makes your Brand More Mobile Friendly

Customers actively use their smartphones to shop more than ever. A snazzy mobile-friendly eCommerce site is super appealing to customers. It gives them more confidence because it shows you invested in the details of your brand.

KITS Creativ took this approach when creating Love and Pebble’s eCommerce site. The main priority was ensuring their website’s design was as mobile-friendly as possible. As a beauty brand, Love and Pebble gain exceptional traffic from social media. To maximize their leads, we took every step to guarantee customers have a seamless experience on their mobile site.

Instagram social marketing example

Instagram Pack by Kateryna Serhiiets

How Omnichannel Marketing Can Boost Brand Potential for Amazon Sellers 

Going from Amazon, a single distribution channel, to tackling multiple channels may seem scary. Don’t worry – with a reliable eCommerce site, you are ready to build a strategy.

Understanding how an omnichannel strategy reaps incredible long-term benefits will make you more excited to create your eCommerce store and generate those sales.

A Tool for Customer Segmentation

In today’s world, more channels mean more potential leads. In our hyper-mobile world, consumers shop more freely. An omnichannel marketing strategy brings a massive insight into consumer behavior.

With your eCommerce site, you can dig into customer segmentation. Knowing the traffic sources and demographics of your site’s visitors will help you discover your audience. It will also show you the customer base you may be missing out on.

Customer segmentation highlights your customer’s journey on your site. This allows you to develop specific strategies that cater to your customers. The email marketing example to gain repeat customers mentioned earlier is a perfect example.

Improves Customer Experience

I think we’ve made it clear that more options mean more happy customers. Omnichannel marketing excels most in how these options simplify the user experience altogether.

The data you collect from your eCommerce site are indicators of how your customers prefer to shop. From there, you can begin to personalize the customer experience. This personalization lets customers explore with ease.

Personalization comes in many forms. This could be through targetted customer-specific ads or customized discounts following an email sign-up. The options are there and vary based on your brand’s needs.

Maximize Social Commerce Potential

Most customers are active on at least one social platform. While shopping, there is a huge chance a customer will check their social account(s.) This creates a window for your brand to gain extra leads.

Employing social media channels in your omnichannel strategy will increase your brand’s exposure. It is a place to extend your promotions and incentives, bringing traffic back to your eCommerce site. Not only are you presented with more leads, but also more customer data on how to turn these leads into sales.

Social commerce, in particular, is growing rapidly, especially after 2020. This past year revealed that social media is a powerhouse for brand discovery. 

eCommerce platforms, like Shopify, make it super easy for you to incorporate social commerce into your omnichannel strategy. These platforms allow you to sync your eCommerce store with channels like Facebook or Instagram shop. This creates an additional channel for customers to explore your products.

Woman scrolling a mobile-friendly ecommerce site

A Quick Wrap Up

As our world only becomes more mobile, it’s wise to move beyond a single distribution channel, even if it’s Amazon. Nurturing more leads and developing loyal customers is necessary for a long-term eCommerce business.

If you aren’t looking to grow your brand, that is absolutely OK. But, if you invested blood, sweat, and tears into selling, you shouldn’t let your brand fall behind. With a killer eCommerce site and omnichannel marketing strategy, you will be on the path to success.

 

KITS Creativ is a 100% minority-owned Southeast Asian-owned multi-cultural creative agency, specializing in digital marketing and web design services.

About the Author

Victoria Cece

Victoria Cece

Aspiring Editor in 'Chef,' Victoria spends her time between her kitchen, Google Drive, and a good pasta scroll hole. She lives for discovering new words and foods, especially the ones she will struggle the most to pronounce. A passionate storyteller, Victoria currently works as a content strategist & copywriter for KITS Creativ.

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