Creating the ultimate omni-channel experience involves taking both online and offline marketing strategies and merging them into one to deliver a consistent shopping experience regardless of the channel. Retailers need to invest in technologies that bridge the gap between the online and offline worlds, nurturing customers throughout their entire journey with relevant and highly personalized messaging. This involves harmonizing digital systems such as app, web, and email with the in-store experience to create a seamless omni-channel experience.
A recent study by Bigcommerce revealed that while 96% of American consumers shop online, 65% of their shopping budget is spent in stores. Many consumers still prefer to purchase products in store to try on items prior to the purchase and to avoid shipping costs, waiting for delivery, and complicated return processes. Retailers that create an engaging and complimentary cross-channel experience by seamlessly connecting online and physical stores will successfully retain their customers and experience long-term sales growth by providing customers with the personalized, highly relevant communication that they desire.
To achieve this, retailers should take a step back and list every different way you interact with users and potential users.
Consider where these users fall in your funnel. Marketing funnels look different for every company. Here’s a classic example:
Customers are likely to interact with brands via multiple touch points before they complete a purchase. Having cross-channel data access at every stage of the consumer journey is essential to executing a successful omni-channel strategy. The most successful retailers can seamlessly connect the user experience as customers move through the funnel, providing a consistent experience at every touch point.
- Allowing users to pick up where they left off in their buyer's journey by saving items added to user's shopping carts.
- Sending users friendly and relevant reminders via push and app inbox notifications
- Targeting users with personalized location based push notifications with enticing offers such as time sensitive promotions based on their past behavior while they’re near a physical store.
- Remarketing to users based on repeated behavior by displaying digital ads on their social media feeds such as Facebook and Instagram, reminding users of products they’ve viewed on numerous occasions, and potentially enticing them with discounts or free shipping.
Amazon has built an excellent omni-channel retail strategy by converting user data into valuable insights and using this information to execute highly personalized, relevant marketing campaigns in which they target consumers with product offerings based on their behavior and purchase history: