Omnichannel Marketing: Driving Customer Value & Business Growth

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Course Dates

STARTS ON

December 9, 2021

Course Duration

DURATION

6 weeks, online
4–6 hours per week

Course Duration

What Is in a Number?

Consider this: Consumers use an average of eight different touchpoints when interacting with a brand. But more information is not necessarily better—it is the experience behind the number that defines the customer journey.

Cue lesson one in omnichannel marketing: Today’s marketing strategies must revolve around a customer experience that is seamless, relevant, personalized, and in real time. And it is no longer a secret: brands that successfully implement an omnichannel strategy stand to gain a lot:

90%

Omnichannel customer retention rates are 90% higher than single channel.

Source: Adobe Analytics

250%

Purchase frequency is 250% higher for omnichannel compared to single channel.

Source: Omnisend

4X

The number of companies investing in the omnichannel experience has increased significantly since 2020 from 20% to more than 80%.

Source: PwC

Key Takeaways

Through this program, you will discover how implementing a comprehensive omnichannel marketing strategy can deliver value for your brand and learn what it takes to implement an omnichannel strategy of your own.

Specifically, you will:

  • Learn what omnichannel marketing offers over a conventional single or multichannel approach
  • Learn to design blueprints for omnichannel marketing campaigns, control the distribution of your products more effectively, and make them accessible to your customers
  • Understand how to leverage marketing concepts, including targeting, customer lifetime value (CLV), positioning statements, and customer journey maps, to help fine-tune your omnichannel strategy
  • Explore how an omnichannel brand manages relationships with different types of wholesalers and retailers, and identify the best ways of measuring channel success to optimize your strategy
  • Understand the nuances of channel relationships, including legal and private label considerations, to select the channels that work best for your brand
  • Discover the importance of technology in powering an omnichannel strategy. Understand the pros and cons of CRM and marketing automation systems with customer data experience platforms (CDPs) and learn how to select the best option for your plan

Who Is This Program For?

This program provides professionals with frameworks that will enable any organization to meet the challenges posed by the modern-day marketplace. The program will be particularly beneficial for:

  • Marketers and brand managers—particularly brand owners, suppliers, vendors, manufacturers, and retailers—who want to understand the importance of distribution strategy for growth, the fundamentals of omnichannel marketing, and the techniques for elevating their strategy to one that is omnichannel. The program is also for those who want to provide a seamless brand experience for their customers and community that will drive value and loyalty
  • Senior business leaders in the retail industry, category heads, and category managers who want to stay on top of the disruption and change caused by consumer behavior, the retail landscape, and technology
  • Marketing consultants and agency-side professionals who wish to offer an innovative end-to-end marketing strategy to their clients

Program Experience

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Personalized Marketing Blueprint

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Innovative Platforms

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Insights from Pioneers in the Field

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Try-It Activities

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Individualized Feedback

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Thought-Provoking Faculty Lectures

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Knowledge Checks

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Industry Examples

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Capstone Project

Program Modules

Using a practical approach, the program first imparts an understanding of what being omnichannel means. A more hands-on experience follows, giving participants the opportunity to apply tools and techniques to bring their omnichannel strategy to life.

Module 1:

What Is Omnichannel Marketing?

While omnichannel may share a resemblance to other approaches, what makes omnichannel unique? Explore its fundamentals to understand what sets it apart and the critical role it plays in the customer journey. Then discover what it takes to create and deliver a successful omnichannel experience.

Module 2:

Review of Marketing Fundamentals for Omnichannel

Today’s marketer is not ad maker. So, what does the job entail? Discuss the evolution of the marketer, and survey the essential tools and methods you can use to understand your audience. In addition, learn to craft a positioning statement, build a customer journey, and design its execution.

Module 3:

Channel Fundamentals

Learn the fundamentals of a channel system and how to measure its success. Then gain, deeper insights into the dynamics of power and conflict. This module includes a conversation with Alicia Waters, CMO of Crate & Barrel, about knowing your customer, conflict resolution, metrics, and Key Performance Indicators (KPIs).

Module 4:

Defining Your Plan: Your Go-to-Market Channel Options—Retail and Wholesale

Aligning your choice of retailer with the needs of your target market is critical. Develop a deeper understanding of the different types of retailers and how to choose the best fit for your audience. Then gain insights into buyer dynamics as well as legal and private label considerations. This module includes a guest appearance by Andy Hoar, founder of Paradigm B2B, who shares his perspective on the role of wholesalers and distributors and how to manage direct customer relationships and channel routes with intermediaries.

Module 5:

Defining Your Plan: Your Go-to-Market Channel Options—Direct, Marketplaces, and Emerging

Deep dive into the different channel options and weigh their advantages and drawbacks. Then put your knowledge to work by creating a channel map for a business case. This module includes an interview with Emily Culp, CEO of Cover FX, who shares innovative go-to-market routes and options for determining an omnichannel strategy.

Module 6:

Bringing Your Blueprint to Life: Technology to Power Your Plan

Survey the technology needed to power an omnichannel system, and understand the benefits and challenges that accompany the use of a customer data platform. Then merge your blueprint with your technology plan in a capstone project to set your omnichannel strategy in motion. This module includes a dialogue with Rick Erwin, CEO of Adstra, about the importance and risk of identity within an omnichannel go-to-market strategy.

Module 1:

What Is Omnichannel Marketing?

While omnichannel may share a resemblance to other approaches, what makes omnichannel unique? Explore its fundamentals to understand what sets it apart and the critical role it plays in the customer journey. Then discover what it takes to create and deliver a successful omnichannel experience.

Module 4:

Defining Your Plan: Your Go-to-Market Channel Options—Retail and Wholesale

Aligning your choice of retailer with the needs of your target market is critical. Develop a deeper understanding of the different types of retailers and how to choose the best fit for your audience. Then gain insights into buyer dynamics as well as legal and private label considerations. This module includes a guest appearance by Andy Hoar, founder of Paradigm B2B, who shares his perspective on the role of wholesalers and distributors and how to manage direct customer relationships and channel routes with intermediaries.

Module 2:

Review of Marketing Fundamentals for Omnichannel

Today’s marketer is not ad maker. So, what does the job entail? Discuss the evolution of the marketer, and survey the essential tools and methods you can use to understand your audience. In addition, learn to craft a positioning statement, build a customer journey, and design its execution.

Module 5:

Defining Your Plan: Your Go-to-Market Channel Options—Direct, Marketplaces, and Emerging

Deep dive into the different channel options and weigh their advantages and drawbacks. Then put your knowledge to work by creating a channel map for a business case. This module includes an interview with Emily Culp, CEO of Cover FX, who shares innovative go-to-market routes and options for determining an omnichannel strategy.

Module 3:

Channel Fundamentals

Learn the fundamentals of a channel system and how to measure its success. Then gain, deeper insights into the dynamics of power and conflict. This module includes a conversation with Alicia Waters, CMO of Crate & Barrel, about knowing your customer, conflict resolution, metrics, and Key Performance Indicators (KPIs).

Module 6:

Bringing Your Blueprint to Life: Technology to Power Your Plan

Survey the technology needed to power an omnichannel system, and understand the benefits and challenges that accompany the use of a customer data platform. Then merge your blueprint with your technology plan in a capstone project to set your omnichannel strategy in motion. This module includes a dialogue with Rick Erwin, CEO of Adstra, about the importance and risk of identity within an omnichannel go-to-market strategy.

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Insights from Omnichannel Experts

Benefit from the knowledge of thought leaders from a variety of industries, each of whom offer a unique perspective that stems from their wealth of experience in omnichannel marketing. Whether you are a brand manager, a business leader, or a consultant, you will walk away with valuable insights you can immediately apply to your work.
Faculty Member Alicia Waters

Alicia Waters

Chief Marketing Officer, Crate and Barrel; Brand Strategy Expert

Topic: Know your customer, conflict resolution, metrics, and KPIs

Relying on exceptional consumer insights, strategies, and an entrepreneurial spirit, global retail executive Alicia Waters specializes in driving online, retail, and mobile growth. Her 20+ years of expertise lie in brand strategy, merchandising, digital transformation, and collaborations—and includes leadership roles at CB2 and Crate & Kids.

Faculty Member Andy Hoar

Andy Hoar

Founder, Paradigm B2B; Authority on B2B eCommerce Business and Strategy

Topic: The role of wholesalers and distributors, and how to manage direct customer relationships as well as channel routes with intermediaries.

Andy Hoar is one of the world’s principal experts on B2B eCommerce business and strategy. His work focuses on helping distributors and manufacturers—both Fortune 100 and leading B2B companies—digitize their direct and indirect selling initiatives. Andy is credited with developing the definitive work on B2B eCommerce, Forrester’s B2B eCommerce Playbook, which he authored during his time as a vice president and principal analyst at Forrester Research.

Faculty Member Emily Culp

Emily Culp

CEO, Cover FX; Champion of Revenue and Results for Global Consumer Brands

Topic: Innovative go-to-market routes and options for determining an omnichannel strategy

Leveraging an innovative combination of digital and traditional marketing and product strategies, Emily Culp builds high-performance global teams, develops novel revenue streams, and implements new operational processes to achieve measurable revenue and results for consumer brands. She draws on her experience from worldwide agencies and client companies such as Estée Lauder and Rebecca Minkoff.

Faculty Member Rick Erwin

Rick Erwin

CEO, Adstra; Advocate for the Value of Data in the Global Economy

Topic: The importance and risk of identity within an omnichannel go-to-market strategy

Drawing on two decades of experience in marketing, Rick drives the strategy, growth, and profitability for Adstra’s industry-leading data and identity products and services. He is a leading voice in omnichannel marketing and an outspoken advocate for the value of data in the global economy. Rick has also served in numerous other executive and senior management roles with companies such as Acxiom, Experian, and RR Donnelley.

Industry Examples

Take an in-depth look at world-class brands that have put omnichannel marketing into action. Learn from pioneers, such as Alibaba, Best Buy, and Radio Flyer, to see what they did well.

Logo of Alibaba

Alibaba

Compare and contrast the Alibaba retailer–buyer experience to Amazon’s to understand the uniqueness of this platform.

Logo of Amazon

Amazon

Learn how this online marketplace manages dual roles: retail host and retailer.

Logo of Best Buy

Best Buy

Explore how this consumer electronics retailer repurposed the vending machine as a distribution channel.

Logo of H&R Block

H&R Block

See how this player in the tax preparation industry transitioned marketing strategies.

Logo of Nike

Nike

Examine how the shoe retailer crafted an innovative positioning statement.

Logo of Radio Flyer

Radio Flyer

Understand how this manufacturer of ride on toys determined where and how to sell a new product.

Note: All product and company names are trademarks or registered trademarks of their respective holders. Their use does not imply any affiliation or endorsement.

Program Faculty

Experience learning like you never have before with faculty from Kellogg Executive Education.

Faculty Member Jim Lecinski

Jim Lecinski

Clinical Associate Professor of Marketing

Jim Lecinski is a marketing educator and adviser. His focus is marketing strategy and digital transformation. He has over 30 years of experience driving successful business results for major brands by developing and implementing integrated, omnichannel, and digital marketing programs... More info

Faculty Member Julie Henness

Julie Hennessy

Clinical Professor of Marketing

Julie Hennessy teaches MBA and executive-level classes focused on developing marketing strategies to enhance long-term competitive advantage and profitability. Apart from her role at Kellogg... More info

Certificate

Certificate

Upon successful completion of the program, Kellogg Executive Education grants a verified digital certificate of completion to participants. This program is graded as a pass or fail; participants must receive 80% to pass and obtain the certificate of completion.

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After successful completion of the program, your verified digital certificate will be emailed to you in the name you used when registering for the program. All certificate images are for illustrative purposes only and may be subject to change at the discretion of Kellogg Executive Education.

NOTE: THIS ONLINE CERTIFICATE PROGRAM DOES NOT GRANT ACADEMIC CREDIT OR A DEGREE FROM KELLOGG SCHOOL OF MANAGEMENT.

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