Do you know 86% of shoppers regularly channel-hop across two channels? Yes, they don’t just hop from one shop to another; they also hop across multiple channels while shopping. Sometimes they find yourself making online purchases whilst they substitute the queue at the physical store or use smartphones as shopping assistants at the stores. That’s why 87% of the retailers recognize the omnichannel marketing strategy as crucial for his or her business. They realize that if they need to be at the highest of their game, they have to supply a uniform experience to customers across different touchpoints. As a retailer, it’s time that you simply understand the importance of omnichannel marketing on your business and leverage it to make a singular experience for your customers and maximize your ROI.
We have put together a comprehensive guide with tips, and omnichannel marketing strategies to assist you build a successful omnichannel marketing campaign. Let’s start.
What Is Omnichannel Marketing and why you would like it?
Harvard Business Review, alongside a serious US retail company, conducted a 14-month study to know the shopping behavior of consumers. They interviewed 46,000 shoppers and located the following:
7% of the purchasers were only-online shoppers
20% of them were store-only shoppers
A whopping 73% of them used multiple channels throughout their shopping journey
The study further revealed that the more channels the purchasers used, the more valuable they proved to be to the retailers. For instance , the study found that the purchasers who used quite 4+ channels spent 9% more within the store than those who used one channel.
The writing was clear on the wall – omnichannel customer experience was not an option. The retailers had to rethink their customer journeys and find new ways to accumulate, engage, and retain customers through positive experiences across multiple touchpoints.
With new marketing channels emerging, it’s time retailers shift their focus from traditional marketing to omnichannel marketing strategies.
Omnichannel marketing channels
So what’s Omnichannel Marketing?
Omnichannel marketing refers to making your brand’s presence across multiple online (website, app, social media, email, SMS, WhatsApp) and offline (retail store, events, call-center) channels while ensuring a positive and seamless experience throughout the customer journey.
The word ‘positive’ and ‘seamless’ is crucial to notice because 67% of the purchasers cite bad customer experience because the reason for churn. So, if you’re watching winning and retaining customers, it’s important that you simply must take your omnichannel marketing strategy seriously and strengthen it to supply a positive experience to your customers throughout their journey.
Why is Omnichannel Marketing Important?
Omnichannel marketing is important because it helps you create a positive experience for the customer at every stage of their lifecycle, reduce churn, and drive and build a positive reputation of your brand. Let’s take an example. Imagine, you’re tired after an extended day at work and need to grab a fast cup of coffee before heading home. You recognize your favorite cafe are going to be crowded within the evening, and you’ve got no energy to face within the queue. Wouldn’t its nice if the cafe had an choice to pre-order coffee via an app, so you’ll enter the shop, collect your order and leave? That’s exactly what Starbucks did. It’s made ordering and payment easier for the customer. Their mobile payment makes up 29% of their transactions. Starbucks wasn’t just ready to enhance the customer experience, but could also boost its revenue through omnichannel technology.
Traditional vs ecommerce vs multichannel vs Omnichannel Marketing
How to create an ideal omnichannel experience?
To create an ideal omnichannel experience, begin with understanding your customer deeply (probably quite their best friend). Starbucks, for instance, understood the pain point of the customer, i.e., their unwillingness to face during a queue albeit they’re tempted to grab a cup of coffee, and used it to make an efficient omnichannel experience. Understanding your customer deeply would mean closely observing the type of platforms your customers frequently use to buy, their purchasing behavior, the challenges they face while shopping, how they interact with the brand across each touchpoint, and therefore the devices they use to buy. This data will assist you to spot the proper touch-points and specialise in strengthening them and connecting them to form it a seamless and tailor-made experience for your customers. It’ll also assist you to spot the common issues that customers face and make a viable solution for them.
What defines an honest omni-channel customer experience?
The way to build an ideal Omnichannel Marketing Strategy?
Let’s check out how Disney created an ideal omnichannel marketing strategy to enhance people’s experience at their theme parks. Through their website, mobile apps, and Magicbands and cards, Disney has made it easier for the visitors to book their stay, check ride timings, book tickets, etc. without having to face during a long queue. To make an omnichannel experience like that, you would like to possess an ideal omnichannel marketing strategy.
Here’s what you’ll do:
Plan the experience of the customer – Understand their channels, their behavior across all channels, and make an in depth plan on how you would like the experience to flow across all the touchpoints.
Use data as a base while strategizing – With the assistance of CRM data, social listening data, and customer’s online search behavior, you’ll skills your customer behaves and may accordingly create an answer to deal with their challenges. You’ll even reduce the churn by using the info within the right way.
Segment the users and personalize the journey – Once you analyze the info, you’ll easily segment users into different categories supported common behavior patterns. This may assist you to make personalized journeys for every sort of customer.
Get the context right – the foremost crucial a part of an omnichannel marketing strategy is that the context. Sending a wrong message to the incorrect audience at the incorrect time will dissuade your users from engaging with you. Make sure that the context of your message has relevancy to the user and send it to the user at the time they’re most active, and on the channel, they engage with the foremost.
Select the proper marketing automation tools – Use the proper marketing tools to implement your strategy right from the time of conceptualization to implementation. Do a radical analysis before selecting the proper one.
Make your organization customer-centric – this is often a crucial step. Because unless your employees aren’t trained to supply a uniform experience to the purchasers, no amount of strategy or marketing tool will help.
know more on strategies https://basicstodo.com/what-and-how-b2c-marketing-strategies-in-2021/