If you’ve ever wondered why that dress you just looked at is suddenly on your Facebook feed, omnichannel marketing might be the answer.
Omnichannel marketing is knowing your shopping habits and ensuring you can make your purchase when you're ready on the right channel. What if you found the dress you liked, then shopped for shoes while you were waiting in line to pay for your dress. Omnichannel isn’t exactly like that, but it’s close.
Harnessing Big Data from Digital Channels
The point of omnichannel marketing is to make your shopping experience as seamless as possible. So, if an app makes it easier for you to order dinner through a delivery app, and you can cook a healthy meal with fresh ingredients, would you rather spend an hour in the store or 5 minutes choosing the recipe that’s right for you?
There are so many touchpoints between in store shopping, online shopping, apps, delivery services, subscription services, and done-for-you services it can seem mindboggling. But if you’re end game is to get dinner on the table or the perfect dress for that summer wedding, then omnichannel can help you get what you need, faster. It helps give you a seamless customer journey so that when you’re telling your friends about it, you’re talking about the experience rather than the store almost.
It’s the way retailers can market the right product to you at the right time on the channel you prefer to use for your shopping experience. What the Analytics SayWe couldn’t just talk about omnichannel marketing without talking about Digital Analytics. So, if you’re a retailer and curious about how omnichannel analytics will work for you, below are a few key things to keep in mind.
You can use analytics to:
- Work on your supply chain logistics –
where do your customers shop and how do they want their products delivered.
- Optimize merchandise –
what price point is best suited to your customers.
- Focus your marketing efforts –
do you know how your multi and omnichannel strategies affect your customers? Who’s shopping where, when, and on what platform?
And that’s just a start. This is where your Data Strategy will shine and will be a starting point for engaging customers at every touchpoint of your operation.
A Seamless Experience for the Customer
Every one of us has a unique personality, a way of doing things, and it doesn’t become one size fits all when try to shop. But omnichannel analytics is shopping’s answer to offering a seamless customer experience so that everyone, regardless of how or on what platform they shop has the same experience.
It is this experience that keeps shoppers coming back again and again. Consider this. Do you remember a store your parents took you to as a child? What made it special? Why do you remember it? The shop might not have known what it was called at the time, but it was an experience you had that made you remember the store.
Now, it’s the same thing, but on a grander scale, and you can shop at the store in person, on line, on your phone, via email…in whatever way you wish to shop, there’s a way to do it. Put another way, over eighty-five percent of shops understand how important omnichannel marketing and Analytics is for their business. They know that if they want to be top of mind, they have to give customers as many ways to shop as are currently available to maximize their return on investment (ROI).
Do You Need Omnichannel Marketing and its Analytics?
Yes. Absolutely. In a Harvard Business Review with a US retail company, they interviewed over 45,000 shoppers and learned the following - Less than ten percent were online only shoppers, twenty percent shopped only in store. Over 70 percent used multiple channels such as online, in store, mobile, email, and social media channels.
Those who used more than one channel spent nearly ten percent more in the store than those who only shopped online or in store or only used a single channel. In other words, omnichannel is no longer an option. In order to find, engage, and keep customers businesses would have to find them at multiple touchpoints. If they spent more time on social media, that was the place to find them. If they preferred in store, that was the place to engage them. And between the two touchpoints of online or in store, the business would have to engage them through emails, coupons, special offers, and so on.
If you’re interested in Digital Analytics, Web Analytics, Business Intelligence (BI), or Data Science just to name a few, Harnham may have a role for you. Check out our latest Digital Analytics jobs or contact one of our expert consultants to learn more.
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