Technological progress has helped increase the number of marketing channels, from catalogs, phones, tablets, door-to-door, to more classic in-store sales. Marketing strategies need a complete overhaul. What is an omnichannel strategy? What for? Mazeberry tells you how to interpret and how to connect to online and offline data in order to be even more efficient!
The multichannel era is over!
While multichannel digital strategies were booming alongside the growth of online retailers in the 2000s, channels remained segmented.
The first digital strategies arose out of multichannel, these are nowadays widespread among most firms. Purchasing behaviors evolve, and customers surround themselves with several devices (smartphones, tablets, laptops, etc) all along their purchase journey. Before their final purchase they spot the product in a store, search for information, compare it on different websites, look for the best price, etc.
Channels that complement the cross-channel environment
Marketing departments have been devising strategies to take this to the next level, i.e. cross-channel. People nowadays talk about the “customer experience” as customer journeys are increasingly fluid and seamless, and as channels are complementary. The latter help customers find the perfect product, and overall increase their likelihood to purchase it. For instance, an app such as Zoomdle offers a “shopping assistant” that enables you to find clothes you have just seen in a magazine, and helps you purchase them on your smartphone.
Adapt to your customer’s needs with an omnichannel strategy
Physical stores remain the key channel for most purchases. Hence the future of point of sales is thoroughly considered when crafting omnichannel plans with for instance the creation of connected stores.
As stores adapt to customers’ needs, marketers merge the in-store and digital experience into one to create simple and customized purchase journeys. It is important to locate consumers at the right place, at the right time, and to provide them with the information they need to finalize their purchase using retargeting for instance.
Consumers look for the same services when online or in-store. Thus, in-store digital purchasing options should be made more readily available, such as interactive terminals listing the various products available, amounts in stock, delivery time and options, etc. All in all, an omnichannel strategy revolves around the consumer.
Why enforce an omnichannel strategy?
Advertisers should enforce an omnichannel strategy in order to multiply contact points with customers (physical point-of-sales, e-commerce, connected TV sets, social media, etc). The next step is to then cross-analyze online and offline data to understand the conversion process, which is nowadays extremely complex.
Smartdata is the link between online and offline data. As e-marketing strategies are customer centric, brands collect data enabling them to follow and analyse customer’s behavior on the internet, and then connect with them when they check in. Thanks to data collected through click-and-collect, check-in, geotagging, in-store WiFi usage, loyalty cards … you can recreate the in-store customer journey nearly as well as if it had been online!
How to read online and offline data?
Through their omnichannel journey advertisers need to understand the data collected, putting customers at the center of their strategy and providing them with a customized experience with the ultimate goal to improve involvement and conversion rates.
Thanks to the Mazeberry Solution companies benefit from a homogeneous view of interactions between their different channels. Directly connected to data collection tools (CRM, DMP, Web analytics, AdServer) Mazeberry delves into data thanks to a detailed analysis, and then uses attribution and contribution indicators that help develop sales strategies.
As a true decision support tool Mazeberry allows advertisers to measure both online and offline strategies in a simple and straight-forward manner. Do not hesitate to request a demo if you wish to enforce an efficient omnichannel strategy!