Customers of today are much more aware of products, brand conscious, price wary than ever before. With a smartphone handy to collect product and pricing information from various sources as one shops and on the go checkout without waiting in queues are the typical characteristics of today’s shopper.
To cater to such complex set of customers, omnichannel marketing is an easy to use interface that helps marketing personnel view and sell products, generate automated catalogs, run email campaigns and track sales performance.
Omnichannel marketing becomes a piece of cake for all kinds of businesses, the next generation web portal to browse rich product content, generate catalogs, quotes and reports, run marketing campaigns, and many other things – complete with a dashboard loaded with useful information.
The hallmarks of successful Omnichannel marketing are:
1. Customer is King
Building a customer-centric organization that believes in catering to the customer first can go a long way in acquiring and retaining customers. A customer-centric culture, if ingrained in the marketing efforts, helps target customers at all stages of the purchase cycle. Convenient and valuable interactions with the customers despite the diverse set of channels is an indicator of efficacious efforts.
2. Strong Customer Analytics
The real-time behavior of a specific individual rather than prior transactions history must be studied and captured for better customer reach. This allows companies to better understand the consumer and customize the shopping experience with individual offer sets.
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Location-based offers can be tailor-made to attract new shoppers and to reward the existing ones. It helps create campaigns that engage consumers through the whole buying cycle and then tracks the results that follow.
3. Brand-wide Consistency
An area where most brands operating in multiple channels fail is sending across a consistent message through all channels. Online and offline stores are considered different entities by companies, this causes disparity in product offerings and results in loss of customer trust. One must be able to interact with the customers both at individual level and in real-time. This requires integrating campaigns across social media, mobile channels, emails, point of sale, brick and mortar stores, internet etc.
4. Seamless Delivery
Satisfying customer experiences can be achieved with seamless delivery processes in place. Ensuring that customers can interact across multiple functions and channels with consistent promise of delivery is important for acquiring, growing, engaging and eventually retaining the customer. A consistent and personalized shopping experience across channels leads to repeat business. It enables greater campaign effectiveness without increased spending.
Business leaders insists on omnichannel customer experience because customers generally research a product on multiple channels like Google, mobile apps, social media, live chat, business websites, and offline stores. Most businesses generate leads when customers connect with them through these touchpoints.
When businesses incorporate an Omnichannel Strategy, they experience smooth Customer Engagement and Retention. This results in increased sales as customers purchase and spend more frequently creating an Omnichannel Customer Experience.