Why Omnichannel Strategy Is An Urgent Call For Manufacturing

The business landscape in manufacturing companies is drastically evolving. They face unique challenges when it comes to driving sales growth. Traditional approaches to sales and marketing are no longer sufficient, and companies need to embrace new strategies that align with the digital age.

One such strategy that has proven to be highly effective is the implementation of an omnichannel approach. By leveraging the power of an omnichannel strategy, manufacturing companies can unlock new opportunities, overcome revenue problems, and achieve sustainable sales growth.

In this short article, I’m sharing the concept of an omnichannel strategy in the context of manufacturing companies. We will delve into the benefits it offers, provide actionable insights, and back up our claims with recent data insights. So, let’s dive in!

How Omnichannel Strategy Impacts a Manufacturing Business

Omnichannel strategy benefits are something that a manufacturing company starts seeing within a few months. The only reason is that their prospects, customers, and partners can visibly feel the difference in their interactions, and it helps them see deeper value in staying in that relationship for a long time. Here are a few specific impacts that a manufacturing company can have as a result of implementing an omnichannel strategy.

1. Enhanced Customer Experience

An omnichannel strategy enables manufacturers to provide a seamless and consistent customer experience across multiple channels, such as online platforms, social media, brick-and-mortar stores, and more.

94% of manufacturers have found that the omnichannel strategy is a lot more efficient than any others, especially pre-pandemic.

2. Increased Sales Opportunities

By expanding their presence across multiple channels, manufacturing companies can tap into new sales opportunities.

Over 35% of B2B decision makers say they are willing to spend $500,000 or more on a single interaction on remote or self-service channels. 77% also indicate a willingness to spend at least $50,000.

The ability to reach customers at different touchpoints throughout their buying journey significantly enhances the likelihood of conversion.

3. Improved Inventory Management

With an omnichannel strategy, manufacturers can gain real-time insights into inventory levels across various channels and locations.

This visibility enables better inventory management, reducing the risk of stockouts or overstocking.

By optimizing inventory levels, manufacturers can fulfill orders more efficiently, resulting in improved customer satisfaction and increased sales.

4. Data-Driven Decision Making

An omnichannel strategy generates vast amounts of data from different channels and customer interactions.

By harnessing this data through analytics tools and platforms, manufacturers can gain valuable insights into customer behavior, preferences, and trends.

Data-driven decision-making allows for targeted marketing campaigns, personalized customer experiences, and optimized product offerings, all of which contribute to driving sales growth.

5. Competitive Advantage

In the fiercely competitive manufacturing industry, differentiating your brand is crucial.
An omnichannel strategy sets you apart from competitors by providing a consistent, seamless, and personalized experience to customers.

By delivering exceptional service across all touchpoints, you can establish a strong brand reputation and foster customer loyalty, giving you a competitive edge in the market.

How To Implement The Omnichannel Strategy

1. Develop a Comprehensive Customer Journey Map

  • Understand your customers’ buying journey and identify key touchpoints across different channels.
  • Map out the customer experience at each touchpoint, ensuring consistency and continuity.
  • Identify pain points and areas for improvement to enhance the overall customer journey.

2. Invest in Robust Technology Infrastructure

  • Implement an integrated technology stack that connects all your channels, allowing for seamless data flow and customer interaction.
  • Leverage customer relationship management (CRM) systems, marketing automation tools, and analytics platforms to track and analyze customer behavior.

3. Enable Cross-Channel Engagement

  • Ensure that customer data is accessible and shared across channels to provide a personalized experience.
  • Use automation, artificial intelligence (AI) and virtual reality (VR) to deliver targeted messages and offers based on customer preferences and behavior.

4. Train and Empower Your Sales Team

  • Provide comprehensive training to your sales team on utilizing different channels effectively.
  • Equip them with the necessary tools and knowledge to engage customers across multiple touchpoints.
  • Encourage a customer-centric mindset and empower them to deliver exceptional service and support.

5. Continuously Monitor and Optimize

  • Regularly track and analyze key performance indicators (KPIs) related to your omnichannel strategy.
  • Monitor customer feedback, engagement metrics, conversion rates, and sales performance.
  • Identify areas for improvement and make data-driven optimizations to enhance the effectiveness of your strategy.


In the dynamic world of manufacturing, embracing an omnichannel strategy is essential for driving sales growth and overcoming revenue problems. By providing a seamless customer experience, leveraging data insights, and optimizing inventory management, manufacturers can tap into new sales opportunities and gain a competitive advantage.

The benefits of an omnichannel strategy are supported by recent data insights. According to a report by McKinsey&Co, 72% of buyers will move away to other options if they don’t have a consistent experience across all channels. Additionally, only 17% of the buying journey is spent talking to the seller now, and the rest is spent exploring on their own, as per Gartner.

To successfully implement an omnichannel strategy, manufacturers should develop a comprehensive customer journey map, invest in robust technology infrastructure, enable cross-channel communication and personalization, train and empower their sales team, and continuously monitor and optimize their efforts.

By embracing an omnichannel strategy approach, manufacturing companies can unlock the potential for sustainable sales growth and establish themselves as leaders in the industry. If you’re looking for answers to questions like “how to create an omnichannel strategy” or “how to build an omnichannel strategy” for your manufacturing company, please reach out to the Openthrive team right here, and let’s discuss this in detail.