OMNICHANNEL STRATEGY
YOUR MARKETING TO THE NEXT LEVEL
An omnichannel strategy is a means for providing customers with a consistent experience across all of your sales channels. It includes all of your brand’s online and offline touch points, from a point-of-sale system to an Instagram shoppable post, and it’s no longer just for stores.
That means you can sell a collection of leather goods on social media, at a pop-up shop, or online, and your customer’s loyalty program will track them throughout their journey. Alternatively, you can manage a restaurant where customers can order via QR codes, your website, and your physical location, and their experience will be linked at every stage.
Large firms are doubling heavily on omnichannel, from smart multitouch advertising to opulent dining and in-store experiences. Small firms, on the other hand, can participate in the omnichannel game as well.
Here’s an outline of what an omnichannel strategy is and how to develop one for your company.
What are the four foundations of an omnichannel strategy that works?
Before we get into how to design an omnichannel strategy, it’s crucial to understand the factors that can help you deliver what customers expect while also providing possibilities to charm and surprise them.
A great omnichannel strategy is built on four distinct pillars:
- Sales: Your omnichannel approach is influenced by your sales strategy, which can help you prioritize the channels that are most relevant to your audience.
- Marketing: You want your marketing messaging to look the same across all platforms. On each channel you appear on, a consistent omnichannel marketing approach can help your clients feel linked to your brand.
- Fulfillment and logistics: Order fulfillment is the only method to provide people what they ordered from you, whether it’s a meal or a product. It’s a vital aspect of the omnichannel experience, and it may help you reaffirm your brand promise on the final leg.
- Operations: To execute omnichannel effectively, you’ll need a system that connects all of your channels. With integrated tools that function together, Square can help you put your omnichannel ideas into reality.
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“Integrate your systems on the backend,” it’s easy to say, but it takes more time, work, and money than most people realize. To develop a more full perspective of how consumers engage with your firm, one method to prioritize is to focus on integrating the systems that hold the most critical customer data. This can help you deliver a better omnichannel experience by providing precise data on which to base CX decisions, as well as a starting point for the time-consuming work of system integration.
The issue with multiple business units fighting for customer experience ownership is that they are still thinking about CX from their perspective, not the consumer’s. If you ask one of those clients who owns them in your organization, they’ll probably answer they’re not “owned” by anyone. Instead, have your team brainstorm what might improve your customer’s experience, then assign that aspect of the journey to the department that is best equipped to provide it. These are the kinds of questions that a cross-functional digital team should be asking. Everyone should be asking questions about the customer experience collectively, but after actionable measures have been found, team members must trust one another to complete their tasks.
Automation is one of four critical characteristics firms need to manage client journeys, according to a Harvard Business Review study. If your company is overwhelmed by the number of channels and journeys it must manage, automating back-end activities can help alleviate the pressure without losing customer experience quality. As long as your automation is coordinated with your omnichannel strategy, this assures consistency across channels.
This barrier is linked to the first, and integrating back-end technologies is a smart first step toward creating an unified customer view across channels. The goal of this one perspective, on the other hand, is to provide your firm with actionable insights into where your consumers are in their journey and what they need or expect next. Companies can address this issue by focusing on what information will be most useful to employees and prioritizing putting that information into a shared dashboard, ideally accompanied by live data. This should make it easier to spot gaps between channels and transition between them.