Actionable tips, community conversations, and marketing inspiration.

Getting Started With Omnichannel Retail: How to Build a Brand Community

Lindsay Duggan Martinez

Principal Partner Marketing Manager @ AdRoll

By now, you’ve likely realized that omnichannel retail — where brands deliver an integrated shopping experience across numerous touchpoints (in store, mobile, social media, web, etc.) — will be the go-to way to sell in the future. If you’re unfamiliar with how it works, make sure to check out this quick guide.

However, no matter what channels your marketing mix is made up of, there’s one strategy that will remain a priority: forming authentic relationships with customers by building a brand community

Building a brand community from the ground up is no easy feat, but the payoffs are enormous. When customers feel like they’re part of something bigger, they’ll be more invested in your success. In no time, they’ll start promoting your brand to their friends and family, allowing word-of-mouth marketing to do its magic. 

So, how can you engage customers, create stronger connections, and start building a meaningful brand community? Here are a few ideas to get going:

  • Include customer contributions in your content. Sites like Instagram, Facebook, and Pinterest make it easy to collect user-generated content (UGC), giving you the chance to feature your top fans in other marketing materials. 

  • Create a community group on Facebook or on your site. If you have a product that could benefit from customer sharing and conversations, you should launch a group that’ll allow people to ask questions, share thoughts, and engage with other customers. (Here’s a great example: Check out this thriving Instant Pot community.) 

  • Design offline experiences for connecting. Keep your community alive by hosting offline events where customers can meet, talk, and exchange ideas. The more opportunities you offer to an active community, the stronger these connections become. 

  • Collect feedback. By asking for feedback from customers on how you’re doing as a business (in terms of the overall shopping experience, shipping and delivery, customer service, etc.) you’ll get the information needed to make performance enhancements. Plus, it’ll help your customers feel like they’re a part of your brand’s journey. 

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