The Omnichannel Difference 2024:
Understanding challenges and opportunities for growth with omnichannel customer engagement

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Creating a single view of the customer is ranked “high priority” or “critically important” by 94% of brands. But how do marketers create a stand-out omnichannel strategy? This “state of omnichannel report,” created by Forrester and commissioned by SAP Emarsys, delves into the customer engagement strategies used by top brands, identifies challenges, and highlights the impact connected campaign strategies have on business growth and customer retention.

What’s Inside

SAP Emarsys commissioned Forrester Consulting to research how brands were implementing omnichannel strategies to grow customer engagement. The Omnichannel Difference Report 2024, an opportunity snapshot, was created with information Forrester gleaned when they surveyed manager-level and above decision-makers in the US, Germany, and the UK . The results and insights are revealed in this study and offer sometimes unexpected insights on where the challenges and opportunities are on the road to true omnichannel engagement. 

From this study, you’ll learn key omnichannel strategies insights, including:

  • Where friction persists in the buyers’ journey… and what to do about it.
  • The building blocks to smooth omnichannel strategy execution.
  • Which business-critical initiatives they prioritize to drive growth and lifetime value.
  • How brands are increasing customer lifetime value with true omnichannel engagement.
  • The crucial interplay between IT and Marketing required for omnichannel success.

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Genuine omnichannel efforts yield tangible business benefits; 46% of businesses noted increased customer lifetime value, emphasizing the depth of forged relationships.

Overlooking customer lifecycle marketing in omnichannel strategies leads to fragmented experiences, missed revenue opportunities, inefficient resource use, and hinders true customer obsession, potentially eroding trust and competitive advantage.
– Forrester

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If we do right by our fans, that’s where we are all going to win and ultimately the fans will win. We really want to take the data and understand what they need next.

We want to understand how we can connect individual fans based on where they are and how they want to interact with us. And that’s where Emarsys has continually come into play with us. I am very thrilled to just keep that relationship going because it’s been extremely fruitful so far.

Miranda Bliss Headshot– Josh Ehren, Global Head of Direct to Consumer, Gibson Brands