New Research Probes Omnichannel’s Missing Link

idgNetsertive, a digital marketing intelligence company, just shared with MMW the findings of its “Omnichannel’s Missing Link” report.

Created in partnership with the CMO Council, the report includes insights gathered from 180 brand marketers on the key challenges they face in delivering seamless customer experiences (both online and at the store around the corner), a provided statement reads.

As for the findings? Here’s what we can tell you.

While an overwhelming majority of brand marketers (94 percent) feel that an omnichannel strategy is critical to their success, few are able to extend that strategy beyond digital channels to impact customers’ experiences at retail. In fact, nearly half of brand marketers (42 percent) still struggle to measure the impact of digital efforts on in-store sales, a troubling metric when considering that more than 92 percent of sales still occur in local stores.

“The emergence of omnichannel marketing has shined a spotlight on the growing gap that exists between brands and their local retail partners,” said Brendan Morrissey, CEO and co-founder of Netsertive. “Not only are brand marketers concerned with retailers’ ability to extend their marketing efforts to local customers, many have taken steps to cut retailers out of the equation or have overlooked them entirely in their efforts to control the customer experience. Unfortunately, it’s the customer who suffers in this scenario, as missed connections lead to missed opportunities to meet their expectations.”

To download the full report, click here.