With the digitization of consumption patterns, being present on all channels is no longer enough to capture the attention of consumers. Multichannel strategy needs to be redesigned to benefit from an omnichannel marketing strategy, which is essential today to support consumers throughout their purchasing journeys.
- Which steps do customers take before making their final purchases?
- How much time goes by between their first visit and final purchase?
- Did they only purchase online?
These questions help improve customer journey knowledge and put an effective and coherent marketing strategy in place.
Digital: The Gateway to Stores
With the rise of e-commerce, many marketers predicted the end of physical stores. These two retail spaces are largely complementary and are far from being in competition. Studies have shown consumers often prepare their purchases online before realizing it in a store.
Today’s purchase decisions are made well upstream: Eight out of 10 in-store purchases are preceded by at least one online visit. This is an observation that can, and should, strongly influence the budgets allocated to digital directors.
Looking at the numbers, a brand’s website turnover represents a large percentage of its overall sales, and adding insights along the customer journey can increase that percentage. To demonstrate this correlation, retailers need to reconcile "first-party" data with navigation data, to better understand consumer behavior and purchasing patterns.
Get Customers With Omnichannel
Analysis of the omnichannel customer journey has two main objectives: Increase the proportion of the budget allocated to digital tools, and attract additional in-store customers through an individualized message on all points of contact. In this context, it is important to look at the conversion time between a website and an in-store purchase. Brands that do not develop an omnichannel strategy do not have this knowledge and perform a relaunch at Level One, which the customer can perceive as marketing pressure.
By adapting the message to the time and purchasing journey of each consumer, the brand can individualize the relationship and customer experience.
In addition, each channel has its own specific features and added values for the consumer.
- Human contact in stores allows customers to receive personalized advice, facilitating their act of purchase.
- Conversely, the ability to order products at any time of day and night is highly valuable for other consumers.
The capacity to reconcile online and offline data from the same customer to adapt marketing strategy gives a real added value. The more the services offered are consistent with the channels in which they are offered, the more the strategy will pay off. We know, for example, that e-booking or click-and-collect often generate unanticipated additional item purchases.
Customers don’t think in terms of channel, but go where it’s most convenient for them in the moment. It is, therefore, essential to know your client, thanks to a detailed analysis of their data, to offer a service that is consistent with their research and needs.
Omnichannel strategy is the real key to creating a seamless customer experience, without pressure or over-solicitation. A comprehensive view of their journey is necessary to deliver the right message at the right time. It is that focus that will make them want to finalize their purchase in one store rather than another.
Related story: 5 Trends E-Commerce Retailers Need to Know for 2019