Chapter 10: Omni-channel Marketing for Brand Commitment
Omni-channel marketing is a practice of integrating multiple channels to create a seamless and consistent customer experience. Starbucks is one of the best examples that uses omni-channel marketing to continuously tap its customers. Aside from the numerous physical stores that the company have, Starbucks created a mobile app for its customers to allow them access for their products at any time and at any place. The company also used customer data to understand where effort exists in the customer experience to give them an outlook of what processes should they improve on and what processes are non-value adding for the business and for the customers. With the integration of online and offline touchpoints, Starbucks was able to spur a growing market share and consistent commitment from its customers.
