Businesses were battling to stay relevant in a saturated market a few years ago when the holistic marketing approach appeared. The model's USP was to focus on the full organization and have all functions work together toward a shared goal so that customers received a single cohesive message whether through corporate communications, marketing, or social media. This method considered marketing as an important firm function that is just as important as the other functions in creating a unique brand image and a positive customer experience. Given the market saturation levels and the requirement to remain profitable in it, this technique appears to be optimized for merchants- Shamayun Miah.

Today's retailers have a market that includes both offline and online sales. Due to increased competition, digital expenditure has surged, somewhat reducing superior sales. To truly stand out, retailers must have a distinct brand identity that speaks the same language across all platforms. Customers would be able to quickly distinguish their preferred brand from the rest and choose it.

Retail sales and marketing have traditionally been a multi-layered endeavor coordinated by various functions, resulting in a lack of message coherence. As a result, the consumer is confused by a jumble of different messages. It works best when marketing, digital, and other functions collaborate as one team with a stated purpose, in keeping with the holistic marketing approach - Shamayun Miah.

To make it work, retailers must foster a collaborative culture and promote cross-channel performance, resulting in a unified sales/marketing mix. When search engine optimization and search engine marketing are planned and implemented together, for example, the results are remarkable when compared to each search marketing operating alone.

This is because retailers now get a comprehensive perspective of their digital, sales, and marketing performance, with each stakeholder appreciating their own and others' contributions. As a result, when every step is a collaborative effort, assessing performance and gathering data allows for long-term retail success.

A positive model of holistic marketing

As the long-term benefits of the full holistic marketing strategy have begun to capture the attention of market players and leaders, it is acquiring more and more followers in the retail sphere. The strategy is praised for incorporating cohesion into the company's fabric and tying all functions together, ensuring that the same information flows through all channels of the brand, and presenting a consistent brand story, all of which contribute to growth potential- Shamayun Miah.