Top Omnichannel App Retargeting Strategies 

In today's hyper-connected digital landscape, successful marketing requires a seamless blend of online and offline experiences. Omnichannel app retargeting strategies are a powerful tool for brands looking to create cohesive customer journeys and drive conversions.

This article explores the most effective omnichannel app retargeting strategies, highlighting how they can be integrated into a comprehensive marketing approach. From audience segmentation and personalization to leveraging in-store experiences and cross-channel attribution, we'll dive into the tactics that are reshaping the way brands connect with their customers in an increasingly mobile-first world.

What is Omnichannel Marketing?

Omnichannel marketing is a comprehensive approach that integrates various channels to provide a seamless customer experience across all touchpoints. This includes in-store, online, social media, email, and mobile apps — to ensure a consistent and cohesive brand experience. The goal is to create a unified customer journey that enhances engagement and drives conversions.

Benefits of Omnichannel Marketing

• Increased Customer Engagement: Customers who interact with a brand across multiple channels have a 30% higher lifetime value compared to those who engage through a single channel.
• Higher Conversion Rates: Omnichannel strategies can lead to significantly higher purchase rates. For instance, using three channels instead of one can result in a 287% higher purchase rate.
• Improved Customer Insights: By analyzing interactions across various channels, businesses can gain valuable insights into customer preferences and behaviors, allowing for more effective marketing strategies.

Source: Invoca

Examples of Omnichannel Marketing

Major brands like Starbucks and Nike have honed stellar use cases of successful omnichannel strategies. For example, Starbucks integrates its mobile app with in-store experiences, allowing customers to order ahead and earn rewards seamlessly. Nike’s app also enables customers to reserve products in-store and access personalized offers, enhancing the overall shopping experience.

In-Store Experiences Are Making a Comeback

There’s no doubt that physical stores are making a comeback. According to McKinsey & Company, 60-70% of customers now use omnichannel shopping options. According to the Harvard Business Review, 73% of retail consumers use multiple channels to shop, highlighting the continued importance of physical retail spaces along with other touchpoints. What’s more, according to HRC Retail Advisory, 59% of shoppers use their mobile devices in-store to compare costs or research deals and coupons. This highlights the importance for retailers to optimize their mobile experience alongside in-store experiences to deliver seamless omnichannel engagement.

Other Omnichannel Retail Trends

Along with a return to in-store shopping experiences alongside the unstoppable rise of mobile app usage, here are other major trends in the retail experience.

• Buy Online, Pick Up In-Store (BOPIS): This option has become increasingly popular, with nearly one-third of U.S. consumers (approximately 16.4 million) who recently made an online purchase picking it up in-store or curbside. This represents a 37% year-over-year increase. Looking forward, the global BOPIS market is expected to reach more than $700 billion by 2027, growing at a CAGR of 19.3%.
• Online purchase, in-store return: According to Nosto, 61% of customers prefer to return online purchases at a retail location.
• Augmented Reality (AR) integration: 57% of customers say they will buy from a brand that provides an AR experience. AR allows customers to virtually try products before making a purchase, enhancing confidence in product selection and reducing return rates.

1. Personalization: 88% of customers are likely to buy from a company that provides tailored customer experiences. Personalization across different channels, including social media, websites, and mobile apps, leads to increased engagement.
2. Consistent user experience: 83% of consumers believe that a consistent user experience across all devices is important. This enhances customer loyalty and satisfaction.
3. AI-powered search and virtual assistance: 78% of brands have implemented AI tools in their online stores. AI-powered search engines that understand natural language queries help customers find products quickly, improving the overall shopping experience.

Mobile App Retargeting Best Practices for Successful Omnichannel Marketing

Below,  find top tactics for aligning your mobile app retargeting campaigns with multiple touchpoints to create a successful omnichannel shopping experience.

Leverage Audience Segmentation

Segment users based on behaviors such as cart abandonment, inactivity periods, purchase history, and app usage patterns. This ensures that retargeting efforts are focused on users most likely to convert, maximizing the efficiency of your campaigns.

Personalization

Use AI and data analytics to create personalized ads that cater to individual user preferences and behaviors. This includes personalized product recommendations, special offers, and reminders about abandoned carts. Dynamic creative optimization (DCO) can help tailor the right message to the right user at the right time.

In-App Messaging

Utilize in-app messaging to engage users directly within the app. This can include promoting special offers, delivering personalized content, or reminding users about abandoned carts, creating a seamless and uninterrupted experience.

Real-Time Personalization

Implement real-time personalization to adjust ads based on the latest user interactions and preferences. This ensures that your messaging remains relevant and timely, increasing the likelihood of conversions.

Cross-Device Targeting

Ensure your retargeting campaigns reach users across multiple devices, including smartphones, tablets, and desktops. This provides a consistent message and experience, regardless of the device used.

Deep Linking

Use deep links within your retargeted ads to direct users to specific in-app locations, such as the product they recently viewed. This reduces friction and guides users directly to the desired action, enhancing the user experience.

Creative and Engaging Ads

Invest in high-quality, eye-catching creatives and compelling copy for your retargeting ads. Use rich media and interactive elements to capture user attention and keep the ads fresh by rotating different variations.

Location-Based Retargeting

Utilize geofencing technology to send targeted messages to users when they are near your physical stores. This can help drive foot traffic and bridge the gap between digital and physical experiences.

Measure and Optimize

Continuously monitor the performance of your retargeting campaigns and make data-driven adjustments. Analyze trends and patterns to optimize ad frequency, targeting, and creative elements for maximum performance.

Maintain Momentum

Retarget users soon after onboarding to keep your app top of mind. Waiting too long can result in users losing interest or forgetting about your app, making it harder to re-engage them.

Takeaways

Successful omnichannel marketing integrates mobile app retargeting with in-store experiences to create a seamless customer journey, driving higher engagement and conversions.

• Omnichannel marketing ensures a cohesive brand experience across multiple channels.
• Customers engaging through multiple channels have a 30% higher lifetime value.
• 60-70% of consumers utilize omnichannel shopping options, highlighting the importance of integration.
• In-store shopping experiences are resurging alongside increased mobile app usage.
• The BOPIS market is projected to exceed $700 billion by 2027.
• 61% of customers prefer to return online purchases in-store, emphasizing the link between digital and physical shopping.
• Personalization is critical, with 88% of customers likely to buy from brands offering tailored experiences.
• Consistent user experience across devices is essential for customer loyalty.
• Retargeting campaigns should leverage audience segmentation and real-time personalization for effectiveness.
• Utilizing location-based targeting can drive foot traffic to physical stores, bridging the gap between online and offline experiences.

Ready to take your omnichannel marketing to the next level with mobile app retargeting? YouAppi's experts are here to help you create a seamless, personalized customer experience that drives conversions and revenue. Contact YouAppi today to schedule a consultation and explore mobile app retargeting strategies that align with your omnichannel marketing goals.