When it comes to modern shopping, customers seek information across multiple channels, throughout different parts of their day, via multiple devices.
The omnichannel approach seeks to interconnect every channel to engage with customers at a holistic level to ensure they are having a positive experience with the brand across every channel. The focus is on building stronger relationships between consumers and the brand.
Each piece of the consumer’s experience should be consistent and complementary. Omnichannel anticipates that customers may start in one channel and move to another as they progress to a resolution.
With an omnichannel marketing strategy your efforts will increase customer retention and in turn, revenue. I recently read an article that showed companies with omnichannel customer engagement strategies retain on average 89% of their customers, compared to customer retention rate of 33% for companies with weak omnichannel customer engagement.
This is not surprising considering there were 14.7 million internet subscribers in Australia at the end of June 2018 according to the Australian Bureau of Statistics.
Below are three tips that will help with your omnichannel strategic plan to build a coherent, aligned experience across multiple platforms.
1. Back To Basics
While there are many marketing tools and methods available for marketers to pick and choose befittingly, the fundamental of marketing still remains unchanged: understanding your target market while being wary of your competitors’ moves.
When it comes to business, trends come and go. Some take time to build up, while others happen seemingly overnight and then disappear quickly. This is particularly prevalent when it comes to marketing strategies.
Before you jump on the latest marketing bandwagon, you need to ensure you’re getting the basics right first. Without the basics, any resources, money or time you’re pouring into marketing will be wasted.
A good marketing strategy depends on messaging, forum, and relevance with the general public.
2. Research Your Customer
Your customers should be the driver behind every marketing decision in your business.
Successful businesses make profits by understanding their customers and identifying their needs. Good customer research helps you choose products, tailor your marketing, and develop sales tactics for the people in your market based on reliable, accurate information.
By identifying information about your consumers you can improve the strategies you use to attract them. It is also important to understand their purchasing behaviour and attitudes with regards to brands and products.
To understand your buyer you must create personas, talk to actual customers, and create tests on the various platforms.
3. Develop a strategy to implement across multi platforms.
The goal of multi platforms is to give consumers a choice and allow them to buy when and where they want to. Today’s buyers hold all of the power when making a purchasing decision and you need to adapt your marketing plan to match the way your customers shop and buy.
As technology becomes increasingly available to the general public, people are more receptive to marketing tactics when the material is formatted directly for them. In an age where nearly everything is customised for the user, marketing should be no different.
When you align your platforms cohesively, the result is both impressive and effective. Expanding your brand across multiple networks will compound your brand’s following.
To fully deliver a successful omnichannel experience for their customers, retailers must turn to sophisticated solutions that help them meet and, hopefully, exceed their customer expectations.
The key is in making the customer the star of the show.
By Bev Strickland, Director and Founder.
To learn more about all things social, contact Strictlymarketing your one-stop marketing shop: www.strictlymarketing.com.au