What is Omnichannel Marketing? 

In the last ten years, retail has undergone a total transformation. Gone are the days when popping into your favorite store was the only way to snag a new handbag or try on a pair of glasses. Now, shopping has become a seamless, digital experience where clicks, taps, and swipes complement the in-store visit and provide a more elevated customer journey. Digital is Queen, and adopting a digital strategy in some form can help you stay competitive in a changing industry such as optical.

Omnichannel marketing is a strategy that integrates all of a business’ marketing channels into one cohesive experience. In today’s retail landscape, having a solid grasp on this is imperative to long-term success. To better understand this process, here are five of the best tips for integrating omnichannel marketing into your practice for optical success. 

1. Leverage Digital Catalogs. You don’t need to sell directly online to give your consumers a taste of what’s in store. Think of a digital catalog as a virtual window-shopping experience, allowing your customers to browse frames and brands on their own time. Take Big City Optical, for example. They’ve mastered this move. Their customers can window shop digitally without the pressure, all while getting inspired for that next visit. Most vendors make it easy for you and have digital images of all of their frames and brands. Just reach out to your sales rep to help create a link for easy downloads.

2. Maximize Customer Convenience with Online Booking. Being able to book an appointment online is not just a convenience; it’s becoming an expectation. A recent survey of North American consumers from MarketBox revealed that nearly 70% of people want to book their appointments online. With just a few taps they can book an appointment regardless of the time of day. Additionally, 94% of those same consumers said they’d consider ditching their current service provider for a competitor that offers online booking. Offering online booking is also about being strategic; you get to analyze your customers’ preferences, upsell services, and curate a seamless experience that increases loyalty.

3. E-Commerce and Virtual Try-On: One of the biggest concerns with offering e-commerce in optical is overcoming the objection of “how it looks.” Virtual try-on technology can help bridge the gap between e-commerce and in-store experiences. Customers can experiment with frames online, feel more confident in their choices, and visit the store to finalize their purchase. This not only enhances the digital experience but makes customers feel more confident, which can drive sales both online and offline.

4. Digital Loyalty Programs to Retain and Attract Customers: This is a simple but tried and true marketing strategy that works for any size business. According to Merkle’s Loyalty barometer report in 2024, 77% of consumers belong to five or more loyalty programs, and 93% say it affects where they spend their money. Loyalty programs will help with customer retention, customer referrals, as well as generating authentic reviews that you can use to help market your business. Yotpo is a great loyalty program that can help digitize this experience for your business.

5. The Power of Social Media: Think of social media as a visual representation of your brand. You can showcase your staff, your store, the brands you carry, and include any touch points that differentiate your business — including reviews. Instagram is the new Google. Consumers look to Instagram for a quick overview of a business. It also allows another digital touchpoint for you to interact with your customers with ease. Not too sure on what to post? No problem! Marketing 4 ECP’s has a digital marketing calendar you can use that is updated monthly with ideas. Additionally, you can reach out to your sales rep, who can supply digital images for brand launches. Another tip is to follow your favorite optical brands that are active online such as Pair Eyewear or Tom Davies. You can easily share to social media and  curate your own grid.

Omnichannel marketing has become more than just a buzzword — it is now an integrated part of modern retail. Whether it’s booking an appointment with a click, trying on frames from your couch, or window shopping without leaving the house, all of these options are ways that you can further connect with existing and potential patients. Mastering the digital experience for your patients can seem daunting and overwhelming, but with these tangible tips, you can get started and see what resonates most with your patient base.