Optimising your omnichannel marketing strategy
13/05/2021
Optimising your omnichannel marketing strategy
13/05/2021
In a crowded market, an omnichannel experience has almost become a requirement to remain relevant amongst your competitors. As more customers demand a service that is tailored to their needs, this advertising strategy focuses on customer behaviour rather than a universal brand experience. This allows for brands to understand and connect with their customers on an intimate level.
Omnichannel retail is when a retailer offers a seamless and integrated shopping experience across multiple channels. This could be shopping online from a desktop or mobile device, via phone, or in a brick-and-mortar store. Unlike multichannel marketing, each channel works together to create a unified and enhanced retail experience. An example of this is receiving an SMS about an in-store/online promotion, or receiving a cart abandonment email. An omnichannel approach ensures that the customer is always at the core, to achieve a seamless experience at every touchpoint. To sustain this consistency, it is crucial to collect data across all online and offline touchpoints, which can then be translated into actionable insights, and ultimately campaign optimisation.
Melanie Valenzia,
Market Research Analyst Intern
Fact: I try to walk 10,000 steps a day
Melanie Valenzia,
Market Research Analyst Intern
Fact: I try to walk 10,000 steps a day
In a crowded market, an omnichannel experience has almost become a requirement to remain relevant amongst your competitors. As more customers demand a service that is tailored to their needs, this advertising strategy focuses on customer behaviour rather than a universal brand experience. This allows for brands to understand and connect with their customers on an intimate level.
Omnichannel retail is when a retailer offers a seamless and integrated shopping experience across multiple channels. This could be shopping online from a desktop or mobile device, via phone, or in a brick-and-mortar store. Unlike multichannel marketing, each channel works together to create a unified and enhanced retail experience. An example of this is receiving an SMS about an in-store/online promotion, or receiving a cart abandonment email. An omnichannel approach ensures that the customer is always at the core, to achieve a seamless experience at every touchpoint. To sustain this consistency, it is crucial to collect data across all online and offline touchpoints, which can then be translated into actionable insights, and ultimately campaign optimisation.
Here are a few ways how analytics can add value to your omnichannel marketing strategy:
Understanding your customer.
As mentioned above, an omnichannel strategy puts the customer at its core. In order to build a successful and sustainable marketing strategy that reflects your customer, it is crucial to first understand who your customer is. Using analytics and segmentation, valuable segments and their important characteristics can be identified to target the most relevant customers, predict their behaviour, optimise offers and reduce the company’s wasted efforts to target customers who would not be interested in their products or services.
- Customer engagement.
As consumers switch from channel to channel during the buying process, the likelihood of abandoned transactions increases. In order to sustain customer loyalty when a customer is faced with so many options, marketers need to provide a full, cohesive vision of the customer’s experience through all their touchpoints. Collecting and reviewing data through millions of touchpoints and platforms increases marketers’ awareness of each channel’s position in consumer decision-making and offers valuable insights into the relative ROI system.
- Personalisation.
Personalisation analytics look to identify a person’s relevant data, for example, their intent, behaviour and profile. Using this information, customers will be subject to a customised buying experience that is applicable to their habits, by presenting only the most relevant choices, offers, content, recommendations, etc. Customer’s attributes can be gained from third-party data such as, which URLs they visit and for how long, social network profile information or purchase history.
- Customer engagement.
As consumers switch from channel to channel during the buying process, the likelihood of abandoned transactions increases. In order to sustain customer loyalty when a customer is faced with so many options, marketers need to provide a full, cohesive vision of the customer’s experience through all their touchpoints. Collecting and reviewing data through millions of touchpoints and platforms increases marketers’ awareness of each channel’s position in consumer decision-making and offers valuable insights into the relative ROI system.
- Personalisation.
Personalisation analytics look to identify a person’s relevant data, for example, their intent, behaviour and profile. Using this information, customers will be subject to a customised buying experience that is applicable to their habits, by presenting only the most relevant choices, offers, content, recommendations, etc. Customer’s attributes can be gained from third-party data such as, which URLs they visit and for how long, social network profile information or purchase history.
- Optimising inventory.
Because omnichannel retailers use a variety of channels, service providers must balance ‘instant gratification’, while profitably managing the expense of their inventory across channels and locations. Predictive analytics can help retailers have the right product in the, in the right place and at the right time. These analytics are fueled by customer and product information, and historical trends. These elements can be very useful in predicting stock levels.
Incorporating these analytical elements into your marketing strategy can help you perfect your omnichannel approach. Not only will they help you understand your customer and the best strategy to fulfil their customer experience, but they will also provide insight into data that can help you make more educated decisions about your supply chain and so, reduce waste. Over time, the more omnichannel data that you collect will help you to identify trends that enable you to adjust your activities to optimize sales while also delighting your customers.
- Optimising inventory.
Because omnichannel retailers use a variety of channels, service providers must balance ‘instant gratification’, while profitably managing the expense of their inventory across channels and locations. Predictive analytics can help retailers have the right product in the, in the right place and at the right time. These analytics are fueled by customer and product information, and historical trends. These elements can be very useful in predicting stock levels.
Incorporating these analytical elements into your marketing strategy can help you perfect your omnichannel approach. Not only will they help you understand your customer and the best strategy to fulfil their customer experience, but they will also provide insight into data that can help you make more educated decisions about your supply chain and so, reduce waste. Over time, the more omnichannel data that you collect will help you to identify trends that enable you to adjust your activities to optimize sales while also delighting your customers.
