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In today’s digital age, it’s more important than ever to have a strong omnichannel strategy. By definition, “omnichannel” refers to the ability to interact with customers across multiple channels using a consistent brand experience. This can be done in a number of ways, but it’s essential that businesses start thinking about how they can provide a seamless experience for their customers no matter where they are interacting with them. Why? Harvard Business Review found that omnichannel customers spend 10% more online as well as 4% more in-store than single-channel customers. Today we will discuss some tips for building an omnichannel strategy from scratch, as well as ways to maintain your brand consistency across all channels.
Collect and Organize Customer Data
One of the most important aspects of any omnichannel strategy is customer data. In order to provide a consistent experience, businesses need to be able to track their customers’ interactions and preferences across all channels. This data can then be used to create targeted marketing and personalization efforts that will improve the customer experience. There are a number of ways to collect this data and you may find you already have useful customer information.
Some ways you may already have useful data include:
- PPC advertising
- Website analytics
- Your CRM
- Email marketing
- Social media
Once you have this data, it’s important to organize it in a way that will be useful for your team. This may mean creating customer profiles or mapping out customer journeys. Whatever method you choose, the goal is to have a clear understanding of your customers and where they are shopping so that you can provide them with the best possible experience.
Implement Technology
Another critical piece of an omnichannel strategy is having the right technology in place. This includes both the systems you use to manage your customer data as well as the tools you need to interact with customers across multiple channels. The key is to choose technology that will work together seamlessly to provide a unified experience for your team and your customers.
Some essential technology for an omnichannel strategy includes:
- A CRM system
- An eCommerce platform
- Marketing automation software
- A POS system
- Live chat software
It’s also useful to have a Product Inventory Manager (PIM) in place to help you keep track of your product data across all channels. This is especially important if you sell through multiple retailers or marketplace platforms.
Develop Consistent Branding
Once you have the right technology and customer data in place, it’s time to start thinking about your branding. This includes everything from your logo and color scheme to your tone of voice and overall messaging. It’s important to have a clear understanding of your brand before you start creating content or interacting with customers on any channel.
Some things to consider when developing your brand include:
- Your mission and values
- Your target audience
- Your unique selling proposition (USP)
- Your tone of voice
- Your visual identity
Once you have a solid understanding of your brand, it’s important to be consistent with it across all channels. This means using the same colors, logos, and messaging on your website, social media, email marketing, and any other channels you use to interact with customers. At EYStudios, we always say a brand is not what you say it is, it’s what your customers say it is. So, it’s important to keep your customers in mind when creating and maintaining your brand identity.
Develop a Customer-Centric Approach
After you know where your customers are shopping and what branding you want to maintain across platforms, you need to start thinking about the customer experience. This includes everything from the initial interaction to post-purchase follow-up. It’s important to create a positive customer experience that is consistent across all channels. This means putting your customers at the center of everything you do and making sure that all of your channels are focused on providing them with a great experience. Companies with solid omnichannel customer engagement typically retain 89% of their buyers, in comparison to 33% of businesses with weakened omnichannel customer experience.
Some things to consider when developing a customer-centric approach include:
- Your overall customer journey
- The customer experience on each individual channel
- How you can use technology to improve the customer experience
- What kind of post-purchase follow up you offer
By taking a customer-centric approach, you can ensure that your omnichannel strategy is focused on providing a great experience for your customers no matter where they are shopping.
Choose Which Platforms To Start With
There are endless platforms and channels that you could use for your business. But, it’s important to start with the ones that will have the biggest impact on your business. Start with larger, more-proven avenues like Amazon and Walmart marketplaces before you start experimenting with more difficult platforms to market on like Snapchat and TikTok.
Some platforms you may want to consider for your business include:
- Amazon
- Walmart
- eBay
- Google Shopping
- Facebook Marketplace
- Instagram Shopping
- TikTok
- Mercado Libre
By starting with the most popular and proven platforms, you can ensure that your products are seen by a large number of potential customers. Three is the number of channels recommended to start off with; Companies using three or more channels in a campaign earned a 494% higher order rate than those using a single-channel campaign. This will help you generate sales and grow your business. You can always experiment with other platforms later on, but it’s important to start with the ones that will give you the most exposure.
EYStudios Can Help
Implementing an omnichannel strategy can be a great way to improve your customer experience and grow your business. By taking a customer-centric approach and being consistent with your branding, you can ensure that your customers have a great experience no matter where they are shopping. Start with the most popular platforms and experiment with others later on to find what works best for your business. By following these tips, you can create an omnichannel strategy that will help you grow your business and build a loyal customer base.
Want to learn more about omnichannel or need help getting started? Reach out to EYStudios and learn more about our omnichannel consultation. We’re always happy to help!