Our shopping behaviours have been evolving over the years.
First phase, few years ago, you could not imagine making purchases on mobile devices.
Now, you can start your research on social networks, visit a popup store to touch the product, add it to your basket on your phone, and purchase on your laptop. This is multi-channel marketing.
And this is changing. Channel barriers will gradually disappear, offering you an even better experience. This is what we called “omni-channel”.
These changes are affecting not only our online shopping but also our in-store habits. People are more and more likely to use digital channels to make a purchase but also, to do some research about products, details or reviews, before buying in-store.
To fit shoppers new habits and expectations, you have to adapt your online presence, and make the different channels work together.
How to do that?
You cannot rely on traditional marketing anymore. You have to move on to omni-channel. What does this term mean?
An omni-channel strategy is an approach of marketing that focuses on providing the customer a seamless experience across channels. Consumers will then be able to navigate through different channels, fluently. Each one of their interactions with the brand will change their overall experience, giving them a feeling of personalized service.
What are the first key steps to build an omni-channel strategy?
Let’s suppose that you already use multiple channels to reach your customers. For example, your website, social media such as Facebook, Zalo, Instagram, Snapchat, WeChat ; emails, and so on. You now have to unify them. But how?
1. Understand your customers and their behaviours:
How do they interact with your brand?
How many interactions with the brand do they have before purchasing?
How impactful is the influence of each channel on their journey?
If You Can't Measure It, You Can't Improve It.
First step is to gather data coming from the different touchpoints where your brand is present within an unique database, called “a datalake”
2. Build your new marketing strategy, based on the role of each channel in your customers’ conversion path.
Based on the first step we suggest you to define a strategy for the coming 2/5 years, and operational plan for the coming months. To enrich your strategy you need to share with partners, customers and all stakeholders
3. Digitise and connect your bricks and mortar stores to your online channels, to enhance your customers in-store experience: from beacons to smart mirrors.
Data visualisation is not optional.
If you want to keep your teams involved in your omnichannel project, measure and test your marketing actions, and understand your audience you have to use the right reports for your data.
For further info, you can meet us, call us, message us or take a look at our website www.drive-agency.com
Talk to you soon!
About DRIVE agency
Created in 2017, DRIVE is a digital performance agency providing clients with a data-driven marketing strategy, powered by skilled talents, reliable data and scalable technology system. Certified on major analytics and conversion solutions such as Google Analytics, AT Internet and Adobe Analytics, we combine our expertise to meet your business expectations. With experience in both brand and agency matters and working within international environments for more than ten years, we can accompany you in facing your challenges.