3 elements to introduce omnichanel strategy
TRANSCRIPT
Problem
Many companies do not plan to develop sales strategy based on the new possibilities of combining online and offline marketing.
But multichannel, that is reaching out to customers through multiple channels of communication (mobile application, website, stationary store, etc.) is no longer effective marketing strategy.
Solution
Marketers should focus on omnichannel strategy, which concerns not only on reaching out the customers using multiple channels of communication but also links them together.
It’s not only about the decision whether it is better for the customer to reach him through the stationary store or on-line ones. The most important is to combine a lot of different channels of contact with the customer.
Benefits
increase the number of recipients.+
Combination of online and offline world allows to:
prevent the loss of leads at various stages of the purchasing path.+
Combination of online and offline world allows to:
To consider
!At the stage of change in sales strategy, new channels of communication should be introduced to customers very slowly, to examine interest and new consumers’ needs.
!The key to success is to use a good platform for Marketing Automation, which will allow us to integrate many channels of communication with the customer, and will provide recommendations for marketers based on advanced analysis of customer data.
3 elements you should consider when you think about omnichannel strategy
3 elements you should consider when you think about omnichannel strategy
1. Channels of communication
3 elements you should consider when you think about omnichannel strategy
1. Channels of communication
2. Content
3 elements you should consider when you think about omnichannel strategy
1. Channels of communication
2. Content
3. Customer journey
Selecting channels of communication with customers is the first stage of preparing the implementation of omnichannel strategy in the company.
Channels of communication
● Website● Shop● Mobile● Social Media● Multi-Media● E-mail Marketing● Blog● PR● Offline Media● Video● Search
Most important channels are:
Sometimes it’s better to choose only 2-3 channels of contact with consumers, but so powerful that through them we can build a cool brand image, promote products and continuously explore the needs and problems of customers.
Quantity is not most important
The content affects if we get interested or discouraged a client. The information that we present in our communication channels must be adapted to the place in which they are and what they are looking for.
Content
It can be divided into four categories:● Discover● Explore● Engage● Buy
Content
Discover
It’s the moment when customer discovers our product. If we want to reach him, we have to explore his needs. At the stationary store salesman verifies the needs. In online store, we can conclude about it on the basis of customer’s search queries, clicks, advertising, etc.
ExploreIn this moment client collects information about our products, he mainly uses website, video, social media and promotional meetings.
EngageIt is the stage when we have to convince the customer to interact with the brand, we can build commitment in channels such as mobile, website, social media and stationary stores.
BuyThe last category concerns the purchase. In the omnichannel strategy it will take place in the stationary store, the online store (available via web and mobile) and the call center.
It’s a map presenting how the customer goes the process of purchasing. It takes into account the communication tools with a customer, but also elements such as complaints, reporting of damage, repair, replacement, etc.
Customer Journey
By analyzing the customer journey, we know the reasons why people buys or not, reasons for leaving the e-mailing subscription, or abandoning the cart. With this knowledge, we can create a better communication strategies plan.
Customer Journey
To prepare customer journay first we have to create a persona, that’s a full description of the exemplary customer preferences, tastes, place of residence, age, and anything that can allow us to know in detail and to determine our target group.
Persona
On the basis of persona and history of purchases, we can define where is the leakage in customer journay, for example when sb:● Leave the website● Abandon the cart ● Uninstal application, etc.
Leakage (loss of leads)
Synerise solution
Before creating marketing strategies the key is to analyze the current data about customer, their purchases and the market in
which they operate. With Synerise you can collect customer’s data from various data points (online&offline) and gather them in one place directly in the Synerise CRM.
In Synerise you can design customer journey and verified it immediately.
You can set the actions that follow one another, leading to the event that might result in
shopping. We understand actions as all brand messages which can induce a customer to buy, eg.
receiving a discounted coupon etc.
In Synerise you can reach customers through different channels of communications and engage
them both in your online store eg. with dnamic content as well as in local store eg. with beacon
notification.
