While multichannel marketing creates new opportunities to connect with customers over more than one channel, omnichannel methods endeavour to streamline and optimise the customer experience by gathering information across every channel, over the whole customer lifecycle.
Driven by such a powerful customer-centric strategy, businesses can reduce customer effort, deliver better customer service and stay competitive over the long term.
A good omnichannel strategy can improve customer experience in five distinct ways:
Without a 360-degree view of the customer, how can you expect to meet customer demand? Equipped with the likes of predictive analytics, social media listening tools and CRM platforms, retailers can gain crucial insights into customer preferences and behaviours.
However, achieving greater insight requires an omnichannel approach. Only by integrating data from numerous sources can retailers piece together a full customer profile. This not only helps to develop more personalised, seamless shopping experiences, it also enables retailers to respond to customer needs now and in the future.
The customer experience begins well before any purchase is made – a fact many businesses overlook in their advertising strategy. According to research by Kantar Media, 55% of UK customers are regularly subjected to irrelevant adverts, with 91% of customers either ambivalent or disliking advertising overall.
Rather than taking a sweeping approach, retailers need to focus on advertising that inspires action, not apathy. An omnichannel approach allows retailers to examine data across multiple channels and interactions, providing them with an indication of the most effective marketing and advertising strategies. As a result, retailers can take a more predictive approach to marketing and provide personalised content at the right time via the right channel.
The more retailers can show they understand and appreciate their customers, the happier those customers will be. It’s reasonable to assume that a customer who has shopped with you for a decade may expect to be recognised for their loyalty.
Using a system that collects, records and analyses all customer touchpoints is one way to meet this expectation. An omnichannel solution takes this data and processes it to create an accurate view of individual customers, creating opportunities to make customers feel more valued.
What stock do I order and when do I order it are key questions for many retailers. Armed with an omnichannel solution, ecommerce sites are updated with real-time stock information, and integrated logistics provide accurate delivery details. This unlocks the means to collate, track and update stock information in real time, ensuring customers are never left waiting or unfulfilled.
With more and more customers switching to simpler contactless or app payment solutions, it won’t be long before wearables become the payment method of choice. In the near future, customers may be able to pick up an item in store and walk out with it, knowing they will be billed for it later. Such a seamless, omnichannel experience is key to retaining customers.
Most businesses still have some way to go before mastering the omnichannel user experience, with many of the integrations out of reach, particularly for smaller companies. However, retailers who ignore omnichannel marketing and the associated technologies altogether risk falling behind their competitors.
Is there more you could do to maximise your omnichannel approach and give customers the experience they deserve? Contact Adare International today to find out how we can help: firstname.lastname@example.org.