The biggest demand of the consumer market today is to get a seamless interaction experience with businesses – irrespective of the platform they choose. This has led to the movement from a single channel to omnichannel marketing.
Because omnichannel marketing focuses on delivering a consistent experience to customers across all online and offline channels. The messaging and the design across these platforms is aimed at making their interaction seamless.
As a matter of fact, the Multichannel Merchant 2016 Forecast and the Internet Retailing Customer Experience Research Report state that retailers will need to dig deeper into data to get a competitive edge in the growing market. They also state that their prime focus needs to be on creating more personalized omnichannel interactions with their customers to make them feel ‘important’ and ‘cared for’.
But to create an omnichannel experience, retailers need to take a strategical approach to personalization. Making mistakes while creating and execution of a non-robust omnichannel marketing strategy can actually result in the business losing customers.
6 Steps to Personalizing Omnichannel Marketing
While the tactics might vary based on the business type, its objectives and of course, its target market, here are a few steps that it must take for omnichannel success:
Step 1: Deliver web and email personalization
One of the easiest and by far the quickest to personalize for higher revenue generation is web and email. Since they offer clear performance metrics in the target market, starting here can help you segment your audience further into narrowed down groups based on interaction data and purchase triggers.
This type of personalization is usually seen in the form of dynamic product recommendations based on past browsing behavior, customer preferences and insights from their web activity. The touch points for this type of personalization being emails, social media channels, phone numbers, etc that are taken from the customer at the initial stages of the sales cycle.
Step 2: Create segments and offer contextual content
For successful personalization, businesses need to look at different tactics to engage and retain their customers. And the only way to do so today is work on creating contextual interaction with them.
Be it videos, blogs, digital advertisements or any other channel, businesses will need to segment their audience before targeting them. This segmentation should be based on data points like the general demographics, geography, trends, past behavior and more, powered by machine learning.
The higher the level of personalization, the higher are the conversion rates on the channels.
Step 3: Ensure personalization on mobile
The mobile consumer market has become important to businesses. The number of on-the-go shoppers has long exceeded those who interact via the desktop. This means that the content you create, offers and product recommendations you implement, should all be optimized for mobile devices.
Businesses who can leverage geography to optimize the experience of these shoppers are the ones with higher conversion rates. But identifying the same triggers as that of web and mobile are the trick to offering a seamless experience.
Step 4: Aim at in-store personalization
Apart from digital personalization, it is important for businesses to ensure that the in-store experience of a consumer is as seamless. Imparting the knowledge of how to interact with what kind of customer to sales associates, introducing digital kiosks, displays for customers to experience the brands on and custom apps to offer assistance, are just some tactics for instant personalization.
It is also important to capture relevant data from the customer at the point of sale; like name, contact details and feedback on his purchase experience. Maintaining sync between how a consumer is targeted on digital and offline makes their experience even more seamless.
Step 5: Personalize contact touch points
It is important that businesses also personalize all possible touch points that a consumer might reach out to them on. Be it a digital consumer redressal forum or a phone number they can reach you on, the experience still needs to be as personalized.
Identify the channels your audience is most active on and has a higher probability of reaching out to you on. Use the data points you collate from other personalization tactics to customize the way you interact with them on these channels.
Step 6: Build Relationships, not flings
A well-executed omnichannel marketing approach considers a long-term view of your customers instead of focusing on short-term sales. As a business, you want to build enduring relationships between your brand and customers. Forming and encouraging strong relationship leads to customer loyalty and repeat purchases.
One way to do this is by implementing a VIP or loyalty program for your most profitable clients. You can also offer personalized service and products based on individual customer behavior, showing them that you care and appreciate them.
Omnichannel marketing and personalization are driven by consumers – their behavior, expectations and conversion triggers. Using tools offered by companies like Wigzo, business marketers can keep a close tab on who their target audience is, what they are looking for, where they are the most active and what would be the best channel to reach out to them.
You may also read:
- Why eCommerce needs a new Omnichannel Strategy?
- Why Every eCommerce Business Needs Facebook Messenger Marketing
- 7 Omnichannel Marketing Strategy Mistakes Costing Your Customers
Editor’s Note: This article was first published on Sep 1, 2016, and has been updated regularly since then for relevance and comprehensiveness.