How to Achieve Omnichannel Success

Mar 12, 2019

Today’s customer journey spans multiple channels and devices, across a brand’s website, mobile app, physical store, social media. Studies show that 87% of retailers believe that an omnichannel strategy is critical to success, which isn’t surprising given that companies with omnichannel customer engagement strategies retain an average of 89% of their customers—compared with the retention rate of only 33% for companies with weak omnichannel engagement.

And yet, only 8% of retailers say they have achieved a successful omnichannel strategy. The reality is, retail marketers face numerous challenges in delivering a consistent customer experience across engagement channels.

For example, data management from multiple channels is often a major issue, as many marketers have their data siloed in various technology stacks, making it difficult to truly understand customer behavior and manage communications across online and offline systems. Integration between e-commerce and brick-and-mortar stores is another challenge, as retail marketers struggle to tie the touchpoints together. The challenge to provide a consistent customer brand experience at each point of the customer journey, across desktop, mobile, social, or in-store interactions, can often lose shoppers as well.

For retail marketers facing these challenges, we offer the following tips for developing a successful omnichannel strategy.

Personalization is Key

Consumers are more likely to purchase from a retailer that recognizes them by name, knows their existing relationship with the brand, or delivers personalized offers based on past purchases. Personalizing customer interactions across every touchpoint can make a major impact—studies show that 78% of consumers will only engage offers that have been personalized to reflect their previous engagements with the brand. Marketers need to ensure that they are leveraging data to truly understand their customers and deliver personalized interactions that drive brand affinity and loyalty.

Deliver a Seamless Customer Experience

In an era where each person is projected to own an average of 6.9 connected devices by 2020, it’s crucial for retailers to have an integrated shopping cart and checkout system in place, regardless of the channel. Implement identity resolution capabilities to recognize each customer as the same individual no matter the channel or device, so customers can seamlessly access customer accounts, sync with your loyalty program during each visit, and shop through various sections of your store, both online and in stores. Providing a seamless, effortless experience for your customers will result in a happier and more efficient customer journey.

Unify Your Data

To maximize the full potential of every channel in your strategy, it’s essential to unify data from different sources into a single platform. If your data remains siloed, there are bound to be complications. Ensure you have the right infrastructure in place to unify and store data, as well as analyze this data for actionable insights. Organized data makes it easier to scale marketing efforts, measure campaign performance, and adjust your strategy accordingly.

Keeping these three tips in mind, marketers can ensure that they’re maximizing available data to provide a more cohesive shopping experience across channels, resulting in more engaged customers who continue to come back for more.

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