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Building an effective omnichannel strategy
As a consumer, you might love the convenience of shopping on your phone for some purchases; for others, nothing compares with being able to browse a store in person. That’s the beauty of the modern commerce landscape: customers can choose whichever shopping method works best for them.
For brands, the rise of this omnichannel shopping experience gives you more opportunities to reach consumers who are ready to buy. But being present across all the channels customers use can be challenging. And developing a unified, connected omnichannel strategy brings additional issues. Below are the main things you need to know about omnichannel marketing in order to create a successful experience.
What is omnichannel marketing?
Omnichannel marketing is a holistic approach to marketing across a variety of channels that may include brick-and-mortar stores, mobile apps, third-party marketplaces, email, social media, text, and your business website. The goal of omnichannel marketing is to develop a strategy that ensures that the marketing messages consumers encounter across various channels all form a unified brand experience.
Multichannel vs. omnichannel
Omnichannel marketing isn’t just about having a presence on multiple channels. To understand what a true omnichannel strategy looks like, you need to understand the difference between multichannel and omnichannel marketing.
Multichannel: Multichannel marketing involves having strategies for multiple different channels. Maybe you hire separate agencies to develop and execute campaigns for social media, for a mobile app, and for search marketing. But treating each channel separately runs the risk of creating a fragmented customer experience. That’s where an omnichannel approach comes in.
Omnichannel: Omnichannel marketing also involves having a presence on multiple channels, but the difference is that you develop an integrated strategy that incorporates all those channels together. That includes not only making sure your marketing messaging is in sync across platforms but also using technology to connect consumer interactions on one channel with the experience they have on another. For example, you might send an email with gardening tips to a consumer who has shown interest in gardening products on your website, and they could also see targeted ads promoting a fertilizer sale on platforms they regularly use, such as social media, search engines, or other websites.
4 tips for creating an omnichannel strategy
Providing a seamless omnichannel experience for customers requires intention, but with the right tools and approach, it is possible. Below are 4 important steps you can take to help develop an effective omnichannel strategy.
Start with customer insights
Основная причина для реализации омниканальной маркетинговой стратегии - улучшение качества обслуживания клиентов. Вы хотите разработать свой подход, исходя из того, чего хотят клиенты и как они обычно себя ведут, что требует больше информации о них. Это можно сделать несколькими способами:
- Проверьте свои данные. Аналитика, которую предоставляют ваши технические продукты, может быть неоценимой для получения дополнительной информации о ваших клиентах. Аналитика веб-сайтов и приложений может выявить общие модели поведения клиентов и помочь вам лучше понять их поведение. Маркетинговая аналитика из вашей электронной почты, социальных сетей, текстовых и платных поисковых продуктов поможет вам понять, на какие каналы ваши клиенты отвечают больше всего и какие виды сообщений лучше всего подходят для каждого из них.
- Учитесь у сотрудников, ориентированных на клиента. Сотрудники, которые наиболее тесно сотрудничают с потенциальными клиентами и клиентами, будут много знать о том, кто они и что их волнует. Поговорите со своими торговыми представителями, кассирами и представителями службы поддержки, чтобы узнать больше о ваших клиентах.
- Выполняйте регулярное UX-тестирование. Не думайте, что все ваши текущие цифровые системы работают правильно - попробуйте их. Делайте тестовые покупки на своем сайте, в приложении и любых сторонних приложениях, которые вы используете, на разных типах устройств и в разных браузерах. Подпишитесь на рассылку и рекламные тексты, чтобы убедиться, что они работают правильно. Опыт взаимодействия с вашим бизнесом с точки зрения клиента может помочь вам выявить проблемы, которые вы могли бы пропустить в противном случае.
- Отправляйте опросы. Лучший способ узнать, как ваши клиенты относятся к вашему бренду, - спросить их напрямую. Отправляйте опросы, чтобы узнать, насколько хорошо вы работаете сейчас и где клиенты хотят видеть улучшения.
- Общение с клиентами или фокус-группы. Опросы могут дать хорошее представление о том, как чувствуют себя клиенты, но разговоры лучше подходят для получения более подробной информации об их привычках и предпочтениях. Организуйте интервью или фокус-группы, чтобы лучше узнать, как клиенты предпочитают взаимодействовать с вашим бизнесом, почему люди выбирают каналы, которые они выбирают, и что, по их мнению, улучшит качество обслуживания клиентов.
Integrate technology and data systems
Implementing an omnichannel strategy depends on having the right technology tools and making sure they work seamlessly together. If you want customers to have a unified experience across multiple channels—such as website, app, and email—you need to be able to connect all those platforms on the back end.
Plus, integrated technology is key to enabling personalization. If you know that the customer who just signed up for your email list has ordered pumpkin spice flavoring in the past, you can send an email featuring your blog post on delicious pumpkin spice recipes to try. If they choose the post about pumpkin spice lattes, you can then run ads promoting your coffee products, paired with the image of a delicious latte. But to do that, the tech you use for your website, email, and ads must all be connected.
Analyze your current tech stack to determine whether your products can be easily integrated. You want your CRM (customer relationship management) system, e-commerce software, marketing automation platforms, data analytics tools, and any third-party apps you use to all connect to one another. If you find that any of them doesn’t work well with the others, consider looking into an alternative product that does. And when choosing technology products moving forward, always consider how well they integrate with the tech tools you already use.
Customize the experience by channel
Creating a unified brand experience across channels does not mean putting the exact same content on every one. You want your presence on each channel to be aligned with your brand positioning and guidelines, while still being tailored to the way customers use that particular channel.
Consider, for instance, each social media site’s strengths, weaknesses, and norms; Instagram is a great place for images, while TikTok is all about video. And text marketing should be short and to the point, while email gives you more space to share longer content and include a mix of media types. You can keep your main brand messaging consistent while varying the content format and communication style you use on each channel.
Measure, test, and optimize continually
Any good marketing strategy is a work in progress, and that goes for omnichannel strategies as well. You want to continually track results and look for ways to improve. Determine the most important KPIs (key performance indicators) to monitor for each channel and campaign, and continue to solicit customer feedback to help provide extra context for the metrics you track.
Every campaign you launch is an opportunity to learn. Test out new ideas to see how they land. Be prepared to change your marketing strategy as you go based on what you learn. Even if a particular tactic doesn’t net the results you’d hoped for, that’s still valuable information you can apply to the next campaign.
Omnichannel marketing examples
Omnichannel marketing isn’t just for any one industry. It’s now a common consumer expectation for businesses of various types, sizes, and specialties. It can take on different forms for different industries, though. Below are a few examples of how omnichannel strategies might look in different industries.
Универмаги
Omnichannel shopping is second nature to many consumers by now, with 87% in one PYMNTS survey saying they use digital features to search and pay for items, even when shopping in person. Retail brands can build on that by providing tools to create a connected journey, such as:
- Offering multiple options for online ordering, including through your website, app, and popular third-party delivery platforms, so customers can take their pick
- Launching loyalty programs that help you ethically collect customer data and more easily connect it to each customer across channels
- Offering BOPIS (buy online, pick up in store) and curbside pickup as options for customers who like the browsing and checkout experience online but prefer picking up an order versus waiting for delivery
- Equipping brick-and-mortar staff with tablets so they can access customer and product details to improve the in-store customer experience
- Providing QR codes in the store so customers can easily look up product information on their phones themselves
Рестораны
With PYMNTS reporting that 41% of all restaurant orders now come through digital channels, restaurants face the challenge of balancing the expectations of in-person customers with those ordering through the website, along with those using popular food delivery apps like Uber Eats. Getting that balance right is crucial. Some key omnichannel strategies restaurants use for that include:
- Offering a mix of delivery, pickup, and in-store dining options, so every customer can choose which works best for them.
- Building a restaurant tech stack that makes sure all your main software products are integrated. It’s especially important that your POS system integrates with all your online ordering platforms, so orders that come from various sources all seamlessly show up in the system your wait and kitchen staff use.
- Having a presence on popular food delivery apps like Uber Eats, while also offering your own channels (like a website and branded app) for online ordering. That way, each customer can choose the option that works best for them. (Pro tip: you can use Uber to fulfill online orders that come through your website and app with Uber Direct)
- Providing menu QR codes and touchless payment options for in-person diners, along with physical menus and checks, so customers can choose the option they prefer.
Продукты
McKinsey reports that online grocery shopping increased by 50% during the pandemic, though the rapid growth in e-commerce has since plateaued. But YouGov found that groceries are the top category where consumers often still prefer to shop in person. That makes it especially important for grocery stores to offer consumers good experiences across the board—online, in person, and with hybrid options like curbside pickup. Grocery stores are becoming more competitive through omnichannel strategies such as:
- Powering mobile grocery shopping by creating a branded app and joining third-party marketplaces like Uber Eats; 53% of consumers in a recent Bryj survey said they’re more likely to shop with a grocer that offers a mobile app
- Investing in technology that provides digital store mapping and barcode scanning, to help employees who pack up online orders work more efficiently
- Expanding online store hours beyond when the brick-and-mortar store is open, so shoppers can browse and check out whenever it’s most convenient for them
- Using technology to keep inventory updated in real time across all channels; 48% of consumers in the Bryj survey said they use mobile apps to check inventory availability in nearby stores, and 58% said they’d use apps more often if inventory information was accurate
- Using replacement technology to suggest substitutions for items that are out of stock, so it’s easy for customers to find the next best option
- Offering live order tracking, so consumers can be alerted when their order is on the way and can know when to expect it
Elevate your omnichannel strategy with Uber
Adopting an omnichannel strategy is now the minimum requirement for providing the kind of customer experience that drives loyalty. If seamlessly offering delivery, pickup, and in-person options feels like a lot to manage effectively, you don’t have to handle it all on your own.
Uber’s services can help you reach more customers to boost sales, offer fast delivery options, and make sure it all works flawlessly with the technology products you use now.
- The Uber Eats marketplace brings online shopping and delivery options for your business to the millions of consumers already using the app. Uber Eats offers integrations with most major POS systems, inventory management software products, and more.
- Uber Direct is a white-label delivery solution that lets you tap into Uber’s courier network to handle fulfillment for delivery orders that come through your own website or app. Let Uber Direct handle the delivery while your brand gets all the credit.
With both options, you can offer accurate, up-to-date inventory listings (with the right integrations) and real-time tracking, so customers can know when their order is on the way. That helps you expand your omnichannel offerings and meet customer expectations without disrupting your current processes and workflows.
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