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According to a study by customer.io, 76% of brands consider omnichannel strategies essential for sustaining long-term growth. The advancements in generative AI, Connected TV, and personalization technologies have revolutionized the process of engaging customers across various platforms. As a result, developing an effective omnichannel strategy is now one of the major factors that will help you thrive in today’s competitive market. In recent years small and medium-sized enterprises (SMEs) in India are recognising the importance of adopting omnichannel strategies to enhance customer engagement and satisfaction. Omnichannel marketing is one of the key strategies for brands seeking to create a seamless customer experience across various platforms, from print advertisements to social media interactions.
However, there are numerous significant challenges in their implementation efforts. 2025 seems to be a game changer for the sector as Indian SMEs and micro, small, and medium enterprises (MSMEs) are gearing up to create a seamless customer experience across multiple platforms. This initiative aims to overcome the barriers between traditional and digital interactions, ensuring that customers receive consistent and personalized service no matter how they choose to engage. With the right solutions and strategies, Indian SMEs can stand out in the market!
SMEs' Challenges in Implementing Omni-Channel Strategies
Small and medium-sized enterprises (SMEs) face numerous challenges in implementing omnichannel marketing strategies, which offer clear benefits but require extensive resources that are often unavailable. Unlike large corporations with dedicated teams and vast budgets, SMEs grapple with issues including limited teams, budgets, and technological support, making it difficult to create a consistent and personalized customer experience across multiple channels. However, the urgency for SMEs to adopt omnichannel approaches is real, as consumers are now looking for seamless interactions; failure to do so may lead to missed opportunities and decreased customer satisfaction, threatening these businesses' survival and growth in an interconnected market.
Financial constraints
Financial constraints are one of the major barriers that SMEs face when implementing an omnichannel strategy. Limited budgets hinder small businesses from investing in essential and latest technologies like CRM systems, marketing automation tools, and data analytics platforms. Moreover, the ongoing costs of maintaining these technologies can be overwhelming. This places pressure on small and medium-sized enterprises (SMEs) to choose different options or certain affordable channels, resulting in a disjointed customer experience.
Human Resources & Expertise
The lack of human resources and expertise enables SMEs to manage and integrate multiple channels effectively. For businesses to grow, dedicated professionals and experts are required to strengthen their omnichannel strategy, including digital marketing, IT, customer service, and data analysis.
Technological Support
SMEs face significant challenges in adopting and integrating various technologies. Achieving a seamless customer experience across channels requires cohesive marketing, sales, and customer service platforms. However, technical complexities, data management issues, and compatibility problems often hamper the success of these efforts.
Collecting and Analyzing Data
SMEs grapple with multiple challenges in collecting and analyzing data from various customer engagement channels, including social media, email, websites, and in-store visits. Each platform generates distinct data sets, often stored in different systems, making it difficult to create a unified view of the customer journey. Without a solid data strategy, it is hard to tailor messages, improve customer experiences, and provide them with a personalized experience needed for effective omnichannel marketing.
Key Omni-Channel Strategies to Watch Out for 2025
Leverage AI and Data Integration
In 2025, small and medium-sized enterprises (SMEs) should focus on adopting AI and data integration as essential components of their omnichannel strategies. By leveraging AI technologies, businesses can enhance customer interactions across various platforms, ensuring a seamless experience. Along with robust data integration, SMEs can gather insights from multiple channels, enabling them to personalize the customer experience and improve overall customer satisfaction.
Embracing a Mobile-First Strategy
As we navigate through 2025, adopting a mobile-first strategy has become crucial for small and SMEs. With over 70% of e-commerce traffic coming from mobile devices, this approach is poised to enhance customer interactions and transform their experiences through cutting-edge mobile technology. The mobile-first approach enhances customer experience and helps us gather valuable data on customer preferences. This allows for tailored recommendations and promotions that resonate with customers' habits and locations.
SMEs must recognize the power of omnichannel strategies
Indian SMEs and MSMEs must recognize the power of effective omnichannel strategies in delivering a seamless customer experience in the coming year. While challenges such as financial constraints, limited human resources, and technological hurdles exist, the potential advantages of adopting these strategies far outweigh the difficulties. By prioritizing ethical data collection and leveraging AI for better data integration, businesses can not only boost customer engagement but also build trust and loyalty. This will further empower businesses to thrive in the coming years.
Author: Gagan Arora, Founder, Vertex Global Services