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The Power of Omnichannel Marketing


Customers are active on a wide range of retail channels – from brick-and-mortar stores to websites, mobile apps, radio, TV, print catalogs, and many more. To reach as many of those customers as possible, and to thoroughly engage with each eShopper, eMerchants should apply an omnichannel strategy, which provides a seamless shopping experience across all those channels.

A well-executed omnichannel strategy allows eMerchants to integrate the customer experience across more than one or more brand channels, letting them switch seamlessly from one to another during their purchase decision process. For example, an eShopper may see an item on the eMerchant’s mobile app, research it on the merchant’s website and then buy it in the physical store.

What are the benefits of an omnichannel approach?

  • As an eMerchant, you can gain feedback from customer traffic and purchase activity. This data can be analyzed and these insights turned into actions that can further optimize your online store and the consumer shopping experience.
  • With a presence on any channel a user might prefer and by meeting their increasing expectations, the enhanced customer experience will create and retain more loyal eShoppers.
  • An omnichannel strategy means more brand exposure through constant messaging throughout all the channels, which increases an eMerchant’s reputation and credibility.
  • Customers will engage with your brand more frequently in multiple areas, allowing more them opportunity to purchase online or offline, thus increasing sales.

As an eMerchant, you can gain feedback from customer traffic and purchase activity. This data can be analyzed and these insights turned into actions.

3 Tips to adopt an omnichannel approach:

Stay active throughout
all channels

Mobile (Mobile applications/mobile websites): People spend many hours a day on their phones or mobile devices and take them everywhere, increasing the chance they may purchase items while online.

Website: Many consumers prefer traditional, desktop-based online shopping, where results can be more personalized and there might be more options to discover.

Social Media: Linking social media accounts to mobile applications or websites allows customers to connect across multiple platforms, potentially resulting in instant purchases of products they love.

Physical Presence: Although we live in a digital world, many people still value tangible experiences. eMerchants can take part in temporary exhibitions and booths, or sell their products in a brick-and-mortar shop to ensure they reach more customers.

1

Retarget

With the brand now present on all channels, the eMerchant can reach customers who have visited their platform or who weren’t initially in their target group. Google research found that 85% of people who start a purchase process on one device will complete it on another. eMerchants should reach out to the consumer through email marketing, social media or other messaging services.

2

An omnichannel
strategy increases
brand exposure through
constant, cross-channel
messaging, which
increases the
eMerchant’s reputation
and credibility.

85%

Google research has found that 85% of
people who start a purchase process on one
device will complete it on another.

Mine the Data

Despite strict standards governing consumer data, compliant eMerchants who have the required data privacy policies in place may still collect and store a wide variety of information from their online traffic analytics. This data can be used to refine individual channels, and applied to an integrated approach across all channels, with the express aim of increasing sales conversions.

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