Is your marketing strategy too quiet?
On average, it takes 6 separate touchpoints for someone to purchase a product (Bynder, 2024). As a Marketer, you likely know how powerful omnichannel marketing can be. You are competing to be the signal in a noisy marketplace of messages across multiple channels like email, text, social media, and more.
That's where creating a strong omnichannel strategy comes in.
But, what is omnichannel marketing?
While we could define omnichannel marketing ourselves, our Klaviyo champions are the experts. In this video, hear how our Klaviyo champions define omnichannel marketing.
In short, customer touchpoints are one long conversation as opposed to several fragmented ones, it’s instantly easier for your brand to serve people with a consistent narrative and an exceptional purchase experience.
Omnichannel marketing in action: TailWag Treats
On average, it takes 6 separate touchpoints for someone to purchase a product. But, as marketers, you know that the customer journey is much more messy than that. For TailWag Treats, a brand known for its healthy, eco friendly dog treats, crafting a connected customer journey means going beyond just sales—it’s about creating memorable experiences at every touchpoint. Here’s an example of how one customer’s journey unfolds, powered by Advanced Klaviyo Data Platform (KDP) omnichannel capabilities.
Awareness
As a new dog owner, Alex searches for “organic dog treats,” finding TailWag Treats ranked high on Google. When he clicks on their site, Klaviyo Advanced KDP's Group Membership API dynamically personalizes the experience to show TailWag’s sustainable treat line, tailored for new customers like him. Intrigued, he clicks through.
Consideration
Browsing further, Alex reads about TailWag’s organic ingredients and environmental commitment but holds off on purchasing. Klaviyo’s anonymous visitor activity backfill captures his browsing behavior, even without an email address.
Life happens
Later, faced with his pup’s sad, treatless eyes, Alex rushes back to the TailWag site, signs up for a 10% off coupon, and browses while he waits for it to arrive. Despite his intent, he leaves his cart behind, uncertain about the purchase. Shortly after, he receives a targeted email inviting him to build a bundle based on other top selling products, informed by Klaviyo’s product analysis. Though he revisits the site, he still hesitates.
Consideration (again)
After running a funnel analysis, TailWag saw a drop off from browsers who received an abandoned cart email between visiting the site and making a purchase. Trying to figure out how to close this gap, TailWag decided to target an ad on social for browsers who looked at key products through building bundles using the insights of product analysis, hoping they could sway some iffy purchasers with a free shipping after meeting the minimum threshold.
Conversion
Alex ended up being the perfect person to be part of this experiment. Deciding to hold off on the purchase, Alex encounters an ad the next day with the TailWag doggy dessert bundle. Armed with 10% off and a promise from the ad of free shipping over $50, Alex decided to make an order.
Retention
After Alex’s pup fell in love with TailWag treats, Alex joined the brand’s puppy playdate program. Using Code, TailWag created a custom function that connects new users with nearby dog owners within a 15 mile radius.
Each month, local TailWag ambassadors host these playdates, where they introduce new products and give out free treat samples. The result? Happy pups, stronger local connections, and a growing TailWag community!
Advocacy
As Alex attends more playdates, he becomes a true TailWag advocate, filling his pantry with their products. Now, every playdate brings not only fun but also new additions to his treat stash.
In closing
With Klaviyo's Advanced KDP, you can strengthen your omnichannel experiences, pinpoint opportunities to drive conversions, and build powerful experiences online and offline. In this course, we'll share key features, best practices, and case studies to help you build meaningful connections in today's crowded digital landscape.