How to Use an Omni Channel Strategy for Your Retail Brand?

An omni channel strategy is the a brand’s plan to provide a seamless customer communication experience across the channels their customers engage with the most. Small businesses and startups manage to market solutions using basic channels like email, but as a business and its’ customers grow, the need for an ability to reach customers across different channels and be available to them on these channels for support also increases.

Why is it relevant today?

Global Web Index reports that the average digital consumer owns 3.64 connected devices. This number may only grow, with the rise of technologies like IoT. Experiencing a truly great omni channel strategy won’t feel like you are being bombarded on multiple channels by a brand. It will be a coordinated, continuous conversation that is fully integrated with context of the customer. It involves coordination between teams like Sales, Marketing, IT, Customer Service, and a whole lot more.


How can your brand benefit from an Omni Channel Strategy?

A survey by BigCommerce revealed that 67% of Millennials and 56% of Gen Xers prefer to search and purchase on online retail sites rather than in store. Only 41% of Baby Boomers and 28% of Seniors will click to purchase. With Millennials and Gen Xers on the web being the primary audience for marketers today – mostly because of their huge demographic, brands need to formulate ways to reach their audience in a changing retail scenario.

Why Omni Channel for Retail?

Building an omni channel strategy is a big advantage for anyone in retail, both offline and online. The right way to market is to talk to customers on the devices they use the most and using the mediums they like to get messages on.

Seamless Information Transfer and Smart Notifications

Let’s say a customer looks at a product, ticket or deal on a laptop in the morning, and closes it to rush to work. A few hours of being absorbed at work later, the customer sits down for lunch, and receives a mobile push notification to say that prices have dropped or gone up. The notification also provides a name and number of sales/booking representative who will provide dedicated support if the customer has any questions. The customer is pressed for time and keen to convert, and the push notification gives them the confidence to do so.

boomtrain omni channel strategy notificationsImage: Boomtrain

This is how an omni channel strategy can use information on one channel and combine it with smart notifications to create a great experience that every customer loves. Brands needs to coordinate this effort and make sure to get the right opt-ins for this – no one wants to get a push notification and updates when they didn’t ask for it. Retail brands like Macy’s and Sephora are already implementing omni channel strategies, with great success. You keep customers posted, with context – they convert.

Contextual view of Customer Journey

For brands, understanding the behaviors of offline customers as well as behaviors of offline customers that transition to online is essential. Bridging this gap with surveys or by collecting an email address in store can make a big difference to mapping the customer journey. From this, a company like Boomtrain can use artificial intelligence to help you reach the customer based on which channel they are most likely to respond to.

customer journey omni channel strategyImage: Certona

A unified view of the customer journey also tells us which parts of the omni channel strategy are strongest and weakest, so a brand can look at and fix the corresponding metrics. It also helps brands take more customer centric decisions.

Keeps your brand young, approachable and creative

Whether you are a brick and mortar giant that has been around foreer and also has an online presence, or an online-first startup which had offline retail offerings – using an omni channel strategy is the best way to show customers that your brand is approachable to the young and the old. To the customers who have been loyal for decades as well as those who just started engaging. Millennial audiences love to be engaged creatively, and an omni channel strategy lets you personalize your communication to different segments and send every customer the right message.

amardeep kaushal

Blogger, Marketer & Data Analyst.

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