Posted on August 1, 2018 | by Marita Carroll | in Uncategorized
Omnichannel refers to the multi-channel sales approach that provides the customer with an integrated shopping experience. The customer can be shopping online from a desktop or mobile device, via phone, or your store, and the experience will be seamless.
Shoppers That Interact with You on Multiple Levels Spend 18-36% more on average. This means we want our customer to not only get services with us but to purchase products in our boutique, shop with us online, belong to our VIP Programs, follow us on our social media channels, and come
Omnichannel supersedes multichannel and includes channels such as physical locations, ecommerce, mobile applications, and social media. Companies that use omnichannel contend that a customer values the ability to engage with a company through multiple avenues at the same time.
The term “omni-channel” may be a marketing buzzword, but it refers to a significant shift: business owners now need to provide a seamless experience, regardless of channel or device. Consumers can now engage with a company in a physical store, on an online website or mobile app, through a catalog, or through social media. Customers are shopping with their phone more than their wallet.
Consumer Mindsets and Trends
Men for the first time are outspending women by 13%
They are Loyal Customers
Men are Brand and Price Conscious
Omni-Channel Marketing Best Practices
The Transumer it’s a Millennial Thing.
Millennials are driven by experiences and seek, entertainment, discovery, live transient lifestyle
And collect experiences and stories.
45% of Consumers are More Likely to Work With brands That Make Personalized Recommendations
Content Sells Product
Stacy Schwartz, digital marketing expert, consultant, and adjunct professor at Rutgers Business School, echoes the notion that an omni-channel approach must be a customer-centric marketing approach: “Omni channel marketing best practices acknowledges that mobile and social have enabled customers to not only quickly switch between channels, but actually use channels simultaneously. For example, checking out product reviews on their mobile phone while evaluating a product on a physical retail store shelf.”
The best omni-channel marketing strategies account for the fact that customers engage with companies in a variety of ways across platforms, and they ensure consistent experiences every time. Customers look for receiving personalized interactions and conversations with brands. Some of the best practices for omni-channel marketing include
Accounting for each platform and device customers use to interact with the company and then delivering an integrated experience to align messaging, goals, objectives, and design across each channel and device
Developing a unique omni-channel infrastructure with collaboration between several departments
Adopting new technologies: make sure your site is optimized for mobile and enable customers to stop directly from social media sites. Considering virtual reality experiences for customers.
Testing customer experiences and measure everything
Segmenting your audience
Digital and Social Media Engaging People – Listening and responding on preferred channels and devices
Personalizing experiences and offering the most convenient interactions as possible
Omni-channel marketing is a must as customers and organizations have unprecedented access to digital technologies and channels. Our uber-connected world has created mounds of customer data for companies; if they use it correctly, they will be able to key into customer affinities and behavior to adopt omni-channel strategies and solutions to better manage the data, understand customers, and exceed customers’ expectations at each interaction.
Treat the media as the store. Amazon counted for 60% of all Online Growth 2016
Brands Actively Engaged in Crowdsourced Products Sell More
Products That Have a Direct Line to Consumers Sell More Regardless of Spending by the Manufacturer
In House Special Events
New client growth, retention, and cross service utilization is at the top of every owner’s wish list. One of the best profit centers is hosting special events within your facility. As matter of fact, I think it is in the top three most effective strategies for growth along with a consistent social media program and community networking groups and functions. They all have a direct impact on customer relationships and subsequently, profits.
What “out of the box” experiences are you offering?
How are you guiding your guests from greeting to finish?
Experiential Shopping such as the Apple Theatre & Genius bar
There is power in groups and crowds that creates social interaction. Involve learning and hands on experience with your products or services. Can your clients test, play with and try your products easily?
The Event Marketing Institute shared the following information from a recent survey.
EventSpot says the following. Social media lets you get the word out early by posting a save the-date right when key details are set. If you’ve already built and published an event webpage in programs like EventSpot, link to the page from your social media networks to provide more information and future updates.
Companies are on trend to spend over 20% of their advertising budget on social media in the next few years. It’s no mystery that social media is a popular way to promote offerings. Facebook now has 1.6 billion users and a vast number only on mobile. 66% of all shares on “I” devices are delivered via Facebook. Pinterest gets the dollars in. Pinterest also allows businesses to create pages aimed at promoting their businesses online. Such pages can serve as a “virtual storefront”. In one case study of a fashion website, users visiting from Pinterest spent $180 compared with $85 spent from users coming from Facebook. These users spent less time on the company’s website, choosing instead to browse from the company’s pinboard. People may be more attracted to pins of products and images than of people.
Are you using Instagram to buy the items pictured with the tap of a finger? It is a terrific platform for building your brand.
Mobile shopping takes a few clicks, but the only thing you have to do is “heart” the photo. Vogue is using a platform called LIKEtoKnow:IT, a RewardStyle offshoot for Instagram that shows users where to purchase the outfit or item they “hearted” as soon as you sign up with the platform. In the past two years since launch, LikeToKnow:IT has generated more than $100 million in revenue, with 1.5 million users subscribed to the system and more than 1,000 LTKI posts created every day. Though RewardStyle has been operating under the radar, it has grown to generate more than $1 billion in sales for its 4,000 retailers and 575,000 brands worldwide since launching in 2011. We post good content consistently for our clients and monitor responses and results to gain likes, shares and ultimately sales through social media channels that can be measured for their ROI.
It’s all About the Bennies
What are your business’ features and benefits? Remember the features and sell by the benefits! People only buy for two reasons. You are offering a solution to their challenge or you are providing the opportunity for good feelings. If it isn’t one of these, they are not going to buy. Loyalty rewards programs are used by some of the most successful businesses including GNC, American Airlines, and Barnes & Noble. We do not have to reinvent the wheel when it comes to these programs. Offer clients acknowledgement and value-added incentives for being your best clients and they are more likely to keep doing business with you.
VIP Programs not only create client loyalty they can be an excellent source of cash flow. Gift card companies can custom make VIP cards with your business name and logo which you then can retail to your clients.
In summary, it is more than just providing great service that builds a business. Engage your customer in your store, online, through social media, attending your special events, and award them for their loyalty with VIP program benefits and you will have a customer engaged and spending a considerable amount more because of it.
Yours in Success,