Brand marketers in 2017 are experiencing a fad obsession: omnichannel marketing. Most brands understand the importance of delivering a seamless experience across digital and mobile platforms, and are quick to pour money and time into aligning customer experiences online and across devices. But in doing so, they are forgetting about the most important channel: the local brick-and-mortar store.
The local retail experience is crucial to the buyer’s journey, and if brands aren’t aligning their marketing efforts with their local partners, then omnichannel marketing does become a passing fad, not a strategy for business growth. So how can brand marketers turn a fad into a financial opportunity?