Modern consumers are people who use multiple devices and channels to learn about a product. Tablets, smartphones, television, and other gadgets. His attention is on TV programs, websites with a product/service of interest, thematic forums, and social networks. It is becoming more difficult for sellers to find potential buyers, which is not surprising.
This is why omnichannel marketing has become a popular concept among entrepreneurs and marketers. Today we will discuss its effects on businesses. Also, consider the building of strategies that increase sales.
What is Omnichannel Marketing?
Omnichannel marketing refers to a structured building of continuous interaction between the consumer and the seller through multiple channels, such as social media, online stores, mobile applications, offline retail outlets, e mail, and instant messengers. This tactic involves the company being present everywhere at once.
Today’s shoppers purchase products via a variety of devices and channels, hopping from one channel to the next. Gone are the days of a straight line between the seller and client.
Communication is essential
As a rule, the current buyer interacts with the brand before making a purchase decision. The buyer reads thematic blogs, views videos on YouTube, and studies social networks, and Telegram channels for recommendations.
These actions are all performed by average users in order to get to know the brand or product. Modern trading companies are striving to adapt to the changing consumer behavior and incorporate it into their business operations.
However, commercial organizations that support different communication channels rely on each product being implemented for them separately. This means that the product can be used in different ways, such as offline shops, online retail outlets or mobile apps.
The buyer is looking for something entirely different. The buyer isn’t interested in the corporate politics or the goals of the selling businesses. The user selects the most convenient communication for him. Let’s suppose that after seeing a product in Telegram, the user doesn’t want to search for information on the product online. He wants to get the correct information right now.
It is even more challenging for regular customers. They expect to be treated with respect wherever they go. They expect to be acknowledged and receive a high-quality service, even if they are interacting with the seller via a new communication channel.
Today, an entrepreneur’s main task is to not only maintain contact with clients on various channels but also to create a common communication. This will not be dependent on the features of one environment (online and offline) or the types of mobile applications.
What are the tasks that omnichannel marketing can solve?
Omnichannel marketing allows you to collect, recall, understand, and put into practice information about consumer behavior at every point of interaction between buyer and seller. It allows for more effective communication and serves both the buyer’s and seller’s interests.
This type of product presentation can actually create a competitive advantage for the seller organization or brand for buyers. It can be expressed in many ways:
How to create an omnichannel marketing strategy
There are many steps involved in creating an omnichannel marketing strategy that will increase sales. We will now discuss in detail each stage.
Stage No. Stage 1: Study of the market for information technology
Trading companies have a wide range of electronic tools at their disposal that enable them to:
- Create buyer lists
- Keep in touch;
- Promote the brand and commercial offerings
- Send reminders regarding delayed products
- answer consumer questions;
- Inform customers about the latest updates
- Offer discount and promotional programs
- Report order status and many other things.
Many trade organizations also use specific platforms to conduct online broadcasts, use apps for mobile devices, host video calls, and create chatbots. Modern marketers use at minimum 10 digital tools regularly.
Although some experts continue to find it difficult to select the right technological solution for the implementation of business projects, it is not impossible to overlook the importance of IT tools. Automated software can help you attract twice the buyers as standard email.
Modern commercial businesses cannot survive without the right digital tools. You need to thoroughly research all options and choose the best option for your business.
Stage 2: Acquaintance with potential consumers
Any commercial company’s primary goal is to maintain customer demand and build personal relationships with clients. A positive customer experience is the most important thing in business. Only trading companies that pay attention to details and meet the needs of their customers will be able to achieve long-term success.
A target audience is a group of people who are interested in your products and services. This includes information about their needs, interests, lifestyles, social media activity, hobbies, positions, and status. It is worth noting that it is easy to collect contact data, such as email addresses and phone numbers.
You will need to conduct surveys, questionnaires, and interviews with potential customers in order to obtain the information you require.
Stage No. Stage No. 3: Formation of a Consumer Portrait
After gathering basic information about your target audience, you can create a portrait of your client.
Often, the portrait of a buyer is shown in the image of an ideal client. Each commercial company may have multiple images. A trade organization creates its business for each one.
The target audience segment is taken into consideration when creating a consumer portrait.
Step 4: Identifying the importance of various channels and devices
How well you choose the communication channels and what the users use to access them will determine the success of your omnichannel product strategy.
These issues should be addressed at every location where a commercial business offers its product to ensure that the interactions between seller and buyer are as productive as possible.
Nike, for example, has developed a unique strategy that combines online and offline trading. The client chooses the product that interests him and then picks up the parcel terminal. Customers are also invited to try the product in an offline showroom before making a purchase online.
Stage 5: Analysis of communication methods
It is important to choose the best methods for customer interaction in order to build a lasting relationship. This guide will help you to determine how to represent your trademark.
- Find the most efficient communication channels.
- Find out how buyers use them in order to interact with the trading firm.
The study’s results will be used as a basis for the realization of business goals, the development and implementation of new strategies, and the achievement company’s objectives. The information obtained will allow for maximum efficiency when using information tools. To inform potential buyers in a way that is convenient to them.
You could, for example, offer information on an online store’s website, show commercial offers via social networks, create mobile-friendly applications, post videos to thematic blogs, or simply provide useful information.
Stage 6 Organization of technical assistance
Most buyers interact with sellers by asking questions and getting information. Users can ask questions via phone, email, or through a chat section on the website. As such, it is important to ensure that entrepreneurs have the right level of technical support.
Chatbots, email, and instant messengers all allow sellers to communicate with buyers in real-time. You can increase customer loyalty and encourage ongoing cooperation by arranging a personal approach that addresses the client’s issues.
Technical support should be available 24 hours a day, seven days a semaine for the selling company’s site. This is difficult to do in practice, especially when you consider the employees who work “live” at the company. Chatbots that follow prescribed scripts are becoming increasingly popular.
These intelligent assistants can independently answer common questions. The system will redirect a user to a specialist if he asks a question that is not covered by the program.
All incoming inquiries are therefore processed. The buyer’s success in solving his problems will result in a positive perception of the company. Sales are increasing, popularity is rising, and less money is spent on attracting customers.
Stage 7: Creation of a customer experience plan
The majority of current buyers are proficient in digital tools. They are able to find the information they need online easily. They are also interested in trading companies that show:
- honesty;
- transparency;
- stability;
- reliability.
They also have other positive aspects that make their business activities more successful.
By building a customer experience map that eliminates relationship-damaging moments, a business can develop effective ways to modify its omnichannel strategy. This allows you to adapt the strategy to different channels, increase product sales and ensure the highest quality service.
It is also important to segment the target audience according to their customer experience points (initial or final). Also, be sure to focus on all intersections that lead to the acquisition’s completion.
Stage #8 Establishing Feedback
Sellers who fail to pay attention and respond to customer reviews and comments are very inconsiderate. Consumers today expect trading companies to take into consideration their opinions, concerns, and direct feedback about the product.
Negative reviews and comments can lead to even more dissatisfaction if they are not addressed. If customers remain unhappy, communication with the brand ceases. Surprisingly, even positive comments can cause negative reactions. Because the seller didn’t pay attention to a client who was grateful enough to leave a review.
Communication is essential. Particularly when it comes to customers who add the product into their basket or express interest in the product but never make the purchase.
You can use several effective ways to re-attract customers who have lost interest, such as discounting and promotional programs or posting customer comments on the main website.
Vsemayki, for instance, does it. Some businesses go further. They share the stories of customers who have purchased the product on their web pages.
This method proves to be extremely effective. The users can see what other customers are thinking and then form their own opinions based on that.
A Brief Summary
It is not easy to develop an omnichannel marketing strategy. It requires time, investment, and attention. Despite the potential costs, these benefits outweigh them all.
- Correctly identify potential consumers
- Get and process as much information as possible about the client.
- Get more precise statistics.
- Customer experience can be improved
A strategy that is well designed can open up endless opportunities for the successful development of a business venture. You must continue to put in the effort and ensure that each stage is properly implemented. Gather information, analyze it and then put it into practice. This is how you can succeed in your chosen niche.
- It is possible to obtain brand and product information through a channel and form that is convenient for the buyer.
- Demonstration of unique commercial offers anywhere and anytime.
- Ability to resolve issues quickly related to goods purchased, delivery, and installation.
- Excellent after-sales support and technical support that is clear and transparent.
Omnichannel marketing does not just mean creating convenient channels for consumers to interact with. Modern consumers expect more. The main challenge for the selling organization is to satisfy his needs.
This approach to selling the product is however fully justified. This approach helps increase sales and customer loyalty. The client is able to quickly make a purchase decision and then easily return to the seller. He will also recommend him to friends and colleagues. This is a crucial aspect for any trading business.
