Omni-Channel Marketing Change Retailers Relationship

How Omni-Channel Marketing Can Change Retailers Relationship With Customers

About 75% of shoppers start their buying experience on mobile. And 82% of them research products on their phone while in store. All of this is part of the commerce digitalization. However, the most impressive of recent researches shows that, in fact, 90% of retail sales still happen in the store.

If consumers are buying in store, but begin their journey online, retailers and marketers must deliver a superior shopping experience using the best of both worlds. 

Shops that can immerse buyers into their brand experience - allowing them to touch and feel the products and being present when the customer needs help - are immediately rewarded with customer loyalty. 

And that is when omni-channel marketing comes in. This customer-centric strategy provides unique experiences and helps retailers meet customers where they are.

Omni-channel marketing is a strategy that consists in interconnecting and linking all communication platforms to ensure a consistent and unique experience every time to engage with the customer whenever it is relevant.

Omni-channel recognises that consumers have a wide selection of channels to interact with, many times simultaneously, and using a 360 degrees view over the client together with data analytics, this marketing approach gives businesses the ability to create or predict the consumer journey.

For instance, a customer searches for a product online and later sees this same product in a YouTube ad. Later in the same week he goes to the store and looks for it, as he needs to "touch" the product and is not keen on purchasing online. As soon as he walks in, he receives a notification in his mobile, with a discount coupon for the product he is looking for.

Another scenario. The customer made a complaint about a product online and later goes to the store to reinforce his dissatisfaction. As soon as he reaches the in-store customer service, he is received by an attendant that already knows who he is and his previous complaint.

Omni-channel marketing permit retailers build exclusive and personalised experiences with their customers. And how can it be done?

Let's take by example one of our clients, which here we will call Retailer X.

For the last years, Retailer X has built its in-store and online business, providing customers with an in-person and virtual experience. Both well-structured and thought through. But somehow the retailer still loses customers through their journey and has not been able to capture the moment of purchase.

What Retailer X was missing was an omni-channel marketing strategy, to track customer behaviour and use data to increase conversions. It had the tools: a physical shop and e-commerce.

Our first step was to put our analytics plan into place. Customer behaviours on the website, e-commerce, loyalty cards and social media began being tracked and interconnected. Customer behaviours in-store was also set into place, thanks to security systems, product bar scanners, one-click purchasing, payment methods that were chosen and consultation lands.

Once the data started to flow, we can recognise what the client searches online and provide him with a better experience, addressing him with personalised offers directly at the time when the buying decision (whether in the shop or on the web) happens.

Thus, Retailer X could see an increase in sales and the minimization of lost opportunity, prolonging life customer value through targeted offers at the right time, and building brand awareness with personalised communication.

Retailers using such omni-channel strategies will empower employees and bridge the gap between mobile and in-store, gaining the ability to adapt to the changing market and increase continuous improvement in customer relationships.

Josiane Lang

Josiane Lang

Digital Marketing Manager

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