Recent advancements in tech have conditioned consumers to now expect to be able to search for products online, download special discounts to their mobile devices, make an in-person purchase and share details about their purchase on social media. The concept of omni-channel experience is a fluid method of branding that ensures every customer gets a seamless experience no matter how they choose to interact with your business.
In this blog, you’ll learn the basics behind omni-channel marketing and how to incorporate a solid omni-channel strategy into your business.
What Is Omni-Channel Experience?
Omni-channel experience is a marketing approach that uses multiple integrated and cohesive channels for marketing, selling and customer service. It ensures that the customer will enjoy a seamless, branded experience, no matter how they choose to interact with the company.
Omni-channel Experience Strategy
Strategy #1 – Optimize Mobile
Almost half of American consumers prefer a combination of online, mobile and in-person shopping. About 83% of store shoppers in the U.S. say they used online search (including desktops and smart devices) before going into a store. Even if the majority of your target audience shops solely online, you need to make sure that your shop is optimized for mobile viewing, as about 66% of time shopping is on mobile devices.
Having a mobile-friendly site is the first step in creating a seamless omni-channel experience. Your website should have a fast page load speed, clear CTAs and an easy checkout process. If your site is not loading quickly, you can condense all the images and graphics to speed things up. Are your CTAs underperforming? Take a look at the overall layout of each page. Your CTAs should stand out and entice the viewer to click to order.
Are you experiencing a high number of abandoned carts? A study by Baymard found that ecommerce shops had an average cart abandonment rate of about 70%. Simplify the checkout process by incorporating third-party apps or one-click ordering. You can also allow customers to complete the purchase without creating an account, which can be a turn-off for some. You can also initiate an abandoned cart email campaign to remind your qualified leads to finish the purchase.
Strategy #2 – Personalize the User Experience
Here’s an obvious tip: consumers are more likely to buy from your company if you promote things that they like. By gathering customer behavior data and adjusting your marketing tactics to only show what a customer is interested in, you can improve your company’s overall omnichannel marketing strategy. Product recommendation emails and targeted ads are the best way to ensure that your customers see the items they are most likely to buy.
Strategy #3 – Boost Engagement
Boosting engagement across all channels is a top omni-channel experience strategy and a great way to improve SEO, hike up your conversion rate, increase referrals to your business and foster user-generated content.
One method to boost engagement is to host a social media contest. You can ask participants to create visual content using your product, or you can run a simple “Like and Follow” contest and randomly select the winner. Either way, you will see your engagement levels skyrocket if the prizes are enticing enough. Remember to cross-promote your contest on all of your social media channels.
Strategy #4 – Leverage Customer Data
No matter what type of marketing you do, you should always have a way to gather customer data. With omni-channel marketing, you have a unique opportunity to collect valuable insights from multiple channels all in one place. It’s best to incorporate a marketing automation program for an enhanced omni-channel experience.
Automated all-in-one marketing effectively gathers customer data, analyzes it and generates accurate daily, weekly, monthly or yearly reports to track your progress. You can leverage the data you collect to enhance your overall digital marketing strategy and omni-channel strategy.