Aftermarket Business World Columnist Larry Silvey discusses omni-channel markeitng as it applies to the automotive aftermarket in his column "Omni-channel marketing is the new normal." Here are a few of his key takeaways:
• Don't confuse omni-channel marketing with multichannel marketing. Multichannel marketing offers transactional functions in all channels – physical stores, websites, social media, apps or catalogs. Omni-channel marketing focuses on the customer’s experience of using that function across all those channels at any time, or even at the same time. It does more than provide the means for customers to buy products in any or all these channels. Omni-channel marketing links all the channels so customers can move from one channel to the other without any service disruptions.
• Omni-channel marketing is becomming the new normal in aftermarket distribution. Silo marketing, driven by separate revenue goals, is fading away.
• Approach omni-channel marketing from the perspective that your business is unique and offers a unique business proposition. You must be able to differentiate your business from your competitors. If you can't do that, neither can your customers.
There are a lot more details about omni-channel marketing as it relates to auto repair shops and distributors in his column. Read the entire column here.
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