Shopping online is one of the most chosen options for customers today. Shopping online comes with ease and allows you to decide without pressure from a pool of choices. It allows for flexibility because you can shop at any time. The omnichannel strategy can help engage your customers in e-commerce so that they would have a hassle-free experience at different touchpoints (like your web store, mobile applications, and your social media platforms) and devices (like phones, laptops, and tablets).
How Does Omnichannel Strategy Work in E-Commerce?
As it is known that an omnichannel marketing strategy is a marketing strategy that reaches out to customers on multiple marketing channels, integrates those channels, and ensure that the customers have a seamless and consistent experience.
When it comes to e-commerce, trade is made online. E-Commerce has several challenges from the end of the seller and also at the end of the customers. The number of problems that arise at each end is solved by implementing an omnichannel marketing strategy.
How it works:
- In the e-commerce business, interaction with the consumer can be more personalized.
- The customers will get to have an improved experience across all channels patronizing.
- As an e-commerce store owner, you get to understand your audience more and be better at serving them.
- The customers are met with more options to choose from. This allows them to compare offers across multiple channels available to them.
Great Omnichannel Marketing Examples
Though some companies understand how beneficial it is to implement omnichannel solutions, they do not do implementation well. Here are some companies that are doing well at it.
Starbucks
Starbucks is known for making fantastic coffee drinks, and they have implemented a reward system that cleverly. The reward system is the free reward card they created. It can be used for payment. Starbucks creates a system that allows you to check the balance on the card and equally load it when needed using your smartphone on their websites, mobile app, or in-store.
On all their omnichannel platforms, changes made on one are affected on all in real-time. When in line, waiting to be served, you can load your card quick, in less than a minute. The omnichannel experience is a remarkable one for customers.
Walgreens
Walgreens is a pharmaceutical company with an incredible mobile experience on their mobile app. Their mobile application is designed to help their customers perform some self-services such as tracking, checking, and refilling prescriptions when they need to make a few easy and straightforward clicks. This helps alleviate stress for their customers; they no longer need to always go to the bank to complete such tasks.
The app has an option for you to set reminders to renew your prescription when required. You can set a reminder alarm in the app. The mobile app may not be a ground-breaking step, but the effortless omnichannel customer experience they give their consumers is a real deal.
Vanity City Furniture
Like you have evidence in their name, Value City Furniture is a furniture company. The company is acquainted with the need to build and nature a personalized working relationship with its consumers. They created a platform called "Easy Pass," which helps bridge the gap of not being physically in a furniture showroom.
On Easy Pass, customers build up a list that gives an employee an understanding of your need. The employee then pull-up an item of furniture for you that best fit for you. You'll get all explicit details about the furniture, which helps you decide on going with the purchase or doing otherwise.
How to Develop an Omnichannel Strategy in E-Commerce?
It is no more a doubt whether you should implement an omnichannel strategy in your E-Commerce business or not. Using omnichannel E-Commerce will improve your chances of being a successful E-Commerce business owner. The million-dollar question is, how do you develop an omnichannel strategy that works? Peruse this article further to know-how.
The core of an omnichannel strategy is the consumer- you must get to know them. Yes, you want to serve them right, but you need to know them first to do this better. Go from the simple to the complex. Start by asking fundamental questions about your customers. Who they are, where they are from? Further on with the complex one like what is their goal, their difficulty achieving their goals? The important one is now how you can solve their problems?
Here are some of the ways you can accumulate the information:
- Social tools
- Newsletter research
- Feedback from customers in your website's feedback section.
- Lead Capture landing page
2. Wisely Choose Marketing Channels
Simply, it is about choosing the right audience that aligns with where your audience use. In your research about your audience, you would know where your audience more online and channel your efforts there. If you see your audience using Instagram more, then running Facebook ads is not a wise decision.
3. Have Coherent Content and Context
Content is king is a common saying you must have heard. This won't be so if your content and context are not coherent. It implies that you should ensure your timing and placing of details is rightly done. Information on the discount are best giving at the point they want to make a purchase. Content about appreciation should be designated for your after-sale page. As an E-Com owner, you should work keenly on creating content with this in mind.
4. Integrate the Right Tools
There is a myriad of tools available to you, but choosing the right one could be daunting. Scaling through the choice making could tell a lot about your ease of work and success. The following are the most used tools based on the result:
- CRM – Customer Relationship Management
- Video/ Web conferencing solution
- Marketing automation platform
- Print materials and solutions
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Final Thoughts
The north star of all strategies is omnichannel if you want to have a good result. Marketers who choose it understand the worth. It is a method that helps you get an excellent seller-customer relationship. Why is this important? The approach allows you to give your customers a seamless and hassle-free experience that is universal across all your channels.
When you achieve this, you get loyal customers that will choose you each time they need to make a purchase. You also, in turn, have an increased sale and more revenue. The omnichannel marketing strategy is an excellent choice for a marketer who wants the result.
