Due to the disruptive effects of the Covid-19 epidemic, the world at large has seen a dramatic upheaval in terms of consumption during the past few years. Many customers tried to buy in large quantities and store what they needed due to the numerous lockdowns, limitations, and supply shortages. Immediately, accessibility and availability took precedence above brand loyalty or individual preferences. The bulk of consumers had started looking towards other distribution channels, particularly internet shopping and home delivery, as the first phase of panic buying subsided.

Rising Number of Digital Purchases

The growth of digital shopping and e-commerce expanded swiftly as an increasing number of customers went online. Along with many more people shopping online and several first-time purchasers, there were also significantly more items bought overall. According to research by Bain and Flipkart, e-retail in India grew by 25 percent in 2021, considerably expanding penetration, and gaining market share, reaching 4.6 percent by the end of the year. This highlights the potential and significance of omnichannel marketing as well as consumer engagement and demonstrates the emergence of a new generation of wary yet eager internet shoppers.

Omnichannel Consumerism

As customers travel across the sales funnel, omnichannel marketing enables a more significant customer experience by integrating branding, message, and online and physical touchpoints seamlessly. It adopts a consumer-focused approach to marketing strategies. Today, there are countless ways for customers to communicate with companies, from social media to toll-free hotlines. By providing crucial components like a consistent, recognizable brand tone and vision, personalized messaging based on particular interests, and content that is informed by prior interactions and the current stage of the buyer's journey, omnichannel marketing ensures a positive, consistent experience for the customer on each channel.

Personalization based on preferences and purchasing history increases customers' propensity to engage with branded material across channels, while an easily recognizable brand makes brand identification easier.

A consumer may buy something in-store while heading to their office and have it delivered to their home, or shop online, even through social media, and collect the items themselves. There might even be a combination of options, from a fully online shopping experience to a physical store with a self-checkout option. Additionally, people could just be doing research online before buying anything offline, or the opposite. As a result, providing a unified experience across digital as well as physical mediums is now crucial, as customers place a premium on choice and flexibility.

Advantages for Manufacturers

Consumer data has enormous potential for brands and manufacturers as a result of the expansion of e-commerce and omnichannel consumerism. Manufacturers with a robust omnichannel presence are also able to better understand their end customers. By properly leveraging data, manufacturers may create customized experiences and new goods that are catered to specific client desires. A more complete view of customer behavior is provided by the integration of omnichannel data, encouraging flexibility and improved decision-making.

Omnichannel in India

Consumers today are more conscious and aware of their demands and priorities as the nation adjusts to the new normal. A Statista survey from November 2021 reveals that 68 percent of Indian customers utilize omnichannel for grocery requirements. Omnichannel marketing involves interacting with customers in both online and offline settings, regardless of where they are, and offering a unified brand experience. To increase awareness, convert potential customers, and keep customers loyal to the brand, today's businesses must engage consumers across a variety of platforms at every point of the sales process.

Leveraging an omnichannel approach, Mumbai-based Craiova, one of India's fastest-growing new-age beverage businesses, increased its sales by an incredible 500 percent in only one year, from 2020 to 2021. The brand generated GMV (Gross Merchandise Value) sales of Rs 16 crore in 2021–2022 by merging branding, message, and online and offline customer touchpoints. Many FMCG retailers in India, such as Le Marche and Modern Bazaar, have also started building and strengthening their omnichannel presence to take advantage of its enormous potential.

Omnichannel Challenges

However, Omnichannel selling also presents certain challenges for producers of food and beverages. Manufacturers have little control since they rely on retail partners for last-mile delivery. Another challenge is maintaining a consistent experience for the brand across third-party channels and its own. In this case, integrating platforms like websites, social media, and even frequently disregarded product packaging, might be a possible solution.

The Way Ahead

In the end, omnichannel for FMCG companies encompasses a wide range of aspects rather than just a single component. An organization must have an integrated and comprehensive omnichannel strategy that considers the changing and dynamic characteristics of both online and offline retail. The four operational pillars—shipping and fulfillment, marketing and advertising, and sales channels—will all become increasingly important in the coming years in creating a solid basis for omnichannel marketing strategies for companies.