Harvard Business Review conducted a study about the shopping behavior of customers. With 46,000 participating shoppers, they found out that 73% of them used various shopping channels throughout their buying journey.
The study shows that the more channels the customers use, the more they feel valued by the retailers. The more options they have, the more it is convenient for them to make a purchase.
If you want to give your customers this kind of shopping experience, you might have to do some re-planning to find new ways to engage and retain customers.
Maybe this is the best time for you to be introduced to omnichannel marketing. With this approach, retailers can offer new shopping methods to consumers as they embrace multiple channels for their business.
How to start an omnichannel marketing strategy?
Omnichannel marketing is the process of making your own brand’s name and visibility across multiple channels. It can be through your website, social media apps, messaging apps, or email.
As much as retailers want to incorporate an omnichannel marketing strategy into their business plan, some of them don’t know where to begin. In this article, we’ve laid out the first few steps of your omnichannel journey:
Map your customers’ journey
This is the first thing you have to plan upon starting omnichannel marketing. Understanding your customers’ preferred channels, and behavior across all channels is important to determine what channels you should use.
To personalize the journey of each of your customers, you may create a detailed plan or mood board where you can segment the users’ journey. Once you mapped their data, you can easily categorize them based on common behavior or shopping patterns.
Use a centralized data system
Data is the fuel in every marketing strategy there is. With the help of customer relationship management or CRM data, you can identify your customer behaviors and can accordingly create a solution to address their challenges while shopping.
You can even reduce the churn rate by monitoring these numbers and making changes to them. Delivering a consistent customer experience plays a vital role in marketing strategy. Making your organization customer-centric is a must!
Choose the right automation tools
Choosing the right marketing automation tools is very important in implementing an omnichannel marketing strategy in your organization.
If you have the right marketing tools, you will be able to apply your strategies accurately—from conceptualization to implementation. So, make sure you do a thorough analysis before selecting the right tools.
How to boost ROI with omnichannel marketing
We want to implement omnichannel marketing to gain and retain customers, hence increasing revenue. Your return on investment or ROI should tell you that the investment’s gains compare favorably to its cost.
This goes hand-in-hand. To deliver the best customer experience, you have to know how you can boost your company’s ROI using omnichannel marketing.
Here are the ways on how you can boost ROI and build a positive experience for your customers:
Be consistent in messaging your clients
Train your marketing team, sales team, and customer support staff to personalize the content at every stage of the customer buying journey. You have to ensure that the messaging is tailored to their needs and concern,
Since you’re using an omnichannel service, context and continuity in communication across all the channels are available. This would be easier for you to personalize your interactions with them.
Up your customer service experience.
If you want to elevate your customer lifetime value, you have to prioritize delivering a consistent experience across different touchpoints.
You can do this by ensuring that all of your staff is knowledgeable to provide such support. Different customers will definitely have their own way of interacting with a brand, so it’s better to provide many ways of customer service too.
Personalize your data-driven service.
Every single plan you set, every single step you execute is based on data. These data are relevant to your customers shopping experience with your overall marketing efforts.
Personalization plays a crucial role in successful marketing. Using accurate and relevant data marketing to understand your customers better is important to engage with them in the channels they prefer.
Building your way up to success with omnichannel marketing strategy
A study conducted by Brightpearl revealed that 87% of retailers agree that omnichannel marketing strategy is crucial for their brand to effectively sell.
If a business owner wants to be on top of their game, they need to offer a consistent and personalized experience to customers across different mediums and channels. If you are a retailer, it’s high time for you to understand the leverage of utilizing omnichannel marketing strategy.
Take a look at these steps we’ve given you on how you can start your own omnichannel journey and how it can boost your return on investment towards a successful marketing campaign.
