How to Use an Omnichannel Strategy for Ecommerce
If you’re already familiar with multichannel marketing, omnichannel marketing won’t be too foreign. Multichannel marketing already makes use of various media to reach a target audience. Omnichannel marketing takes that one step further.
With omnichannel, you need to make sure that each interaction with a customer – no matter the channel – is always relevant to where they are in their customer journey. In other words, a good omnichannel strategy would involve integrating all your brand’s channels and unifying them so that each one is able to provide the same value in an up-to-date context.
Thinking about implementing an omnichannel marketing campaign could be overwhelming because it may actually involve an overhaul of your business.
However, the effort should all be worth it because marketers that implement this strategy enjoy increases of over 250% in terms of engagement and purchases compared to a single-channel marketing approach. Additionally, omnichannel experiences tend to increase online expenditure by up to 13%.
Before you dive headfirst into an omnichannel approach, here are a few things you should do:
1. Be Your Own Customer
It’s easy to make assumptions about your customers but there’s so much to gain from putting yourself in their shoes. Sign up for your company’s services and go through your entire customer journey the way that your target audience would.
If your company is already engaged in multichannel marketing, ask to be included in each channel. In each step of the way, try to gather some insights about how you can make the entire experience better.
Better yet, try to get as many people in your company to do the same so you can brainstorm on all the best ideas to develop your omnichannel strategy.
2. Unify Your Entire Company
Without everyone in your company working together, there’s no way an omnichannel campaign will work. Each part of your business – whether or not they have any direct interactions with your customers – should be in on it and cooperative in developing a unified brand with a consolidated approach to customer communications.
Additionally, the success of any omnichannel campaign is backed by technology. Getting people on board is one thing but making sure that your infrastructure is compatible is another. Make sure you find the right tools that are powerful enough to support your campaign.
3. Segment Your Audience
On paper, your customers might all look the same to you but they’re definitely different from each other, one way or another. They might differ in the context of how they interact with your brand, what services they love, how they buy, etc.
Whatever those differences are, try to find them so that you can group your customers into smaller segments. Then, develop your customer experience based on those contexts.
Doing so will help you not just increase your engagements and sales but also improve the overall reception of your brand.
4. Check Your Data
You can have good feelings about your marketing campaign all you want but it’s only the numbers that will tell you the whole truth. Any strong marketing campaign should be driven by data. Omnichannel marketing is the same, if not more so. Before engaging in this marketing approach, check on your stats and see what’s been working for your brand and what hasn’t. Take all that into consideration as you shift towards omnichannel marketing.
Once you’re already engaged in omnichannel marketing, your duty to keep checking data doesn’t end. Make sure you find the tools that will help you keep detailed metrics of your campaigns and present them in a way that will help you easily gather insights and quickly implement changes.
You need to constantly measure the results of everything you do in order to make sure you’re implementing the most effective strategy possible.
Implementing an omnichannel strategy for e-commerce could be overwhelming but it really isn’t too difficult if you’re well-prepared and you have the right tools to support you. The good news is that, once you’ve successfully implemented the change, your customers won’t just buy more, they’ll also appreciate your brand better.