"Today's customers don't separate their lives into channels, and they don't expect brands to either. They want experiences that feel relevant and personal, whether that's confirming a delivery, getting a reminder about an appointment, or receiving an offer they actually care about. Imagine a shopper who adds items to their cart but never checks out. Hours later, the reminder email arrives, but by then it's buried in a crowded inbox. The opportunity to recapture their attention has passed."
"When brands get this right, the impact is measurable. According to McKinsey, omnichannel customers shop 1.7 times more than those who engage on a single channel. That difference underscores a simple truth: value comes from the overall experience, not from any one channel on its own. Messaging is where customers expect brands to show up Customers are making their expectations clear: they want to connect with brands in the same seamless, familiar ways they already communicate in their personal lives."
Customers expect relevant, personal experiences that span channels, including confirmations, reminders, and tailored offers. Poor timing can cause messages to be missed or ignored. Marketers must orchestrate connected customer journeys that reflect preferences across every touchpoint rather than treating channels in isolation. Omnichannel engagement drives higher shopping frequency and greater value per customer. Messaging has moved from a side channel to a primary mode of brand interaction as consumers prefer communicating with businesses like they do with friends. Rapid adoption of messaging apps, led by WhatsApp's extensive reach and trust, enables scalable, conversational engagement.
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