omnichannel service

The future of Omnichannel Marketing

With e-commerce landscape on the upswing, the retail industry continues to devise innovative formats to ensure their presence. As an increased number of consumers remain always connected, omnichannel marketing opens up opportunities for the evolving retail businesses to connect with the audience through various touch points. This interconnectedness of a brand creates endless scope for your business to maximize your sales potential.

Consumers have long evolved from only tangible product-driven shopping to experience-driven shopping, both online and offline. Omnichannel is evolving with the core thought of providing the same experience to its consumers across channels, when they want, what they want, and the way they want it.

The way market experts see this trend growing is through creating a ‘phygital’ marketplace where the physical and digital touchpoints of the brand are merged to give the exact same experience to the buyer. What does it mean for retail enterprises?

For creating such transcendental experience, the best omnichannel retail strategy boils down to engagement across platforms by developing a constant and consistent brand communication. This will help in influencing the customer consideration about your brand so that you become the first thing that they can think of while making the purchase decision. For example, if you have a video that talks about your brand/product/industry space, you can target your ads to play before the video so your audience learns about your brand even before they know more about it.

To be able to successfully deliver omnichannel services, it is essential for marketers and retail businesses to understand the difference between omnichannel marketing and multi-channel marketing. While multi-channel marketing can still work in silos and yield results, a holistic omnichannel strategy will need integration of all the nodes and take on a cohesive approach. Going forward with the uber-connected generation of buyers, it will be important for enterprises to build a unique infrastructure which collaborates the different arms of omnichannel marketing. And constantly upgrade to new technologies to support the marketing efforts and reach out to the consumers at their convenience.

With better management of consumers and their needs, omnichannel marketing can help exceed customer expectation every time at every interaction.

10 things to consider if you want to elevate your Omnichannel game

With the increased practice of omnichannel marketing, retail businesses are developing innovative ways to customer engagement and conversions. If you are new to the exploding retail landscape, here are a few things you might want to consider if you want to boost your omnichannel services and make yourself discovered.

Choose your audience wisely
Use the power of AI-driven micro-targeting tools to narrow down and segment your audience based on geography, device, browser, campaign or other variables and assess their preferred method of interaction.

Be consistent
Exploit the ‘micro-moments’ of your consumer through consistent messaging to align messaging, goals, objectives, and design of your brand across each channel and device.

Influence your customer’s decision
Position yourself as the most preferred option for your customer by making yourself visible even before your audience searches for you.

Choose the right cross-channel journey
Map your consumer’s journey so it flows smoothly across various channels and feels like a natural addition to their presence on different platforms.

Make each channel utility-driven
Determine if your interactive and responsive site offers the same thing as your mobile application. Everything that you offer should be free of redundancy to increase utility

Adopt new technologies
Be in sync with the always-on consumer and upgrade yourself to match up to their tech consumption.

Be contextual but content-rich
Focus on quality content using the right context to create value for your business and present yourself as an expert in your field. Reuse, recycle, repurpose your core content and maximize its use across formats and platforms.

Leverage data
Test your customer experiences across online and offline destinations and measure all data. Use this data comprehensively to understand your customer’s responses, behaviors, changes in consumption etc.

Be omnipresent but choose your channels wisely
Target destinations where your customers are but choose your channels wisely.

Don’t ignore your offline presence
Creating a brand presence across all both offline and online channels can prove to be successful in the long run and help you optimize your online presence.

There is no magic wand that can bring overnight success to your omnichannel marketing efforts. The key is to be subtle, consistent, and contextual and create a micro world of your world that surround your audience.

Omnichannel myths debunked

The constant developments in technology intertwined with enterprise operations are changing the face of the modern business landscape. And, to be present around the ‘always-on’ customer, businesses need to be omnipresent, in order to meet their audience anytime, anywhere. However, most often than not, business owners tend to confuse ‘multichannel’ with ‘omnichannel’ when it comes to services, which leaves them oblivious to the benefits omnichannel experience. Thus, it still remains a sparsely adopted business practice today. The reasons for omnichannel service not being widely accepted can be largely pegged on the myths that surround the concept. This article will help you debunk the popular misconceptions of omnichannel service.

Myth #1: Each service channel needs to be separate
In reality, it is the other way round. Treating your customers and their experiences in silos is a recipe for disaster. As the consumer behavior continues to change and evolve, an omnichannel communication is in tandem with the customer’s journey. By integrating multiple channels into a cohesive strategy can build an exceptional consumer experience, thus yielding positive results.

Myth #2: Being omnipresent is about hovering around your users
Omnichannel service is not about overwhelming your customers. By using it as a one-way channel of communication and pitching your business to them round-the-clock, you can lose out on prospective business. The key to effectively harnessing the power of multiple channels is to engage and learn more about each customer and their online behavior. By focusing on the data that you gather from such observations can help you build well-informed communication matrices.

Myth #3: Omnichannel helps in the faster decision-making of customers
The truth is that customers want effortless engagement. And once they are wowed by the customer experience you provide and find their answers, only then they take the decision to interact with you and your business. This may or may not be at your expected timeline.

Myth #4: Multiple channels mean multiple messages
This is probably one of the biggest mistakes businesses make when they consider an omnichannel presence. Research shows that 90% customers expect consistency of brand messaging across all platforms. Irrespective of how many places you spread yourself to, your brand should have one common, the underlying message that resonates with your audience, wherever they go and allow them to have the same experience across all channels.

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