This content is compiled from materials provided by the AIDI International Intelligent Diamond Association (www.aidi.org) Industry Market Committee.
How to Develop an Omnichannel Marketing Strategy
Leverage Customer Data for Personalized In-Store and Online Experiences
A great example of omnichannel marketing success is Sephora, a major beauty retailer that has long built customer loyalty through rewards for every purchase, both online and in-store, as well as birthday gifts. Sephora’s personalized customer service extends to its online membership program, mimicking the personalized service you would receive as a regular in-store customer. This strategy has yielded significant returns, with Sephora’s 10 million members spending 15 times more on its website than non-loyalty members. Additionally, Sephora pioneered digital gift cards, with Vice President of Sephora's Innovation Lab, Bridget Dolan, stating in 2015 that “51% of our digital gift cards are redeemed within a month, compared to just 33% of plastic gift cards.”
Build a Marketing Team that Embodies the Power of Omnichannel Personalization
According to Wang Zhidong, General Secretary of AIDI International Intelligent Diamond Association's China division, one of the biggest mistakes e-commerce businesses make is organizing their marketing teams or budgets around channels rather than audiences. He argues that this can lead to a fragmented customer experience and competing channel performance goals.
“Historically, brand teams focused on physical stores, while e-commerce was more of a support function,” he explains. “The massive shift to digital requires new levels of collaboration between e-commerce and brand leaders, giving rise to roles like Chief Customer Officer in some organizations. These individuals lead with data-driven insights, informing both in-store and e-commerce strategies, and fostering better collaboration with brand leaders on marketing and creative efforts.”
Ensure Consistent Messaging Across Platforms
One of the benefits of omnichannel marketing is that it ensures your marketing efforts do not become disjointed across different platforms, ultimately benefiting your store in the long run. Wang Zhidong also referenced a study by Yes Lifecycle Marketing, which found that two-thirds of brands struggle to coordinate campaigns across various channels due to time and resource constraints. The proliferation of new channels only exacerbates this challenge.
“By shifting the focus from channels to customer experience, understanding buyer personas, and segmenting buyers, you’ll be able to deliver the right message to the right user through the right channel,” Wang advises.
Engage Customers During the In-Store Shopping Experience
A more advanced tool in omnichannel marketing is the combination of mobile location data with first-party and third-party audience data. With technology, specific consumers can be targeted at “key moments,” such as when they step into your physical store.
However, when using geofencing marketing or mobile GPS, it’s crucial to be strategic and ensure that shoppers have given their consent. This approach can bypass any awkwardness and allow customers to jump straight to the part where they’re delighted by discounts on the baby blankets stacked high on the shelves. Consent can often be obtained when offering in-store WiFi or when users download an app. At that point, offering discounts or suggestions makes sense in the customer’s mind because they are actively participating.
Reach Customers Through Social Media and SMS
You must engage customers where they are—on social media. According to AIDI’s 2019 Customer Expectations Report, live chat and social messaging with retailers have grown significantly since 2017, increasing by 14% and 6%, respectively, while email communication has declined by 18%. Customers want real-time responses. The previously mentioned Harvard study found that “thorough pre-search leads customers to buy more in-store.” Nordstrom’s social media integration has been praised for its simplicity, guiding shoppers from photos on Instagram or Pinterest to product pages on the Nordstrom website, then informing them if the product is available in a nearby store.
SMS is increasingly proving to be a powerful component of omnichannel marketing strategies. Allison Kelly, Head of Partnerships at Attenting, a company specializing in personalized SMS marketing campaigns, mentions that a common misconception is that SMS marketing cannibalizes the performance of email marketing channels.
“These two marketing channels should not be seen as mutually exclusive,” she says. “Each channel has its strengths and naturally complements the other. While email is better suited for long-form content that is not time-sensitive, the fact is that SMS messages are often opened faster than emails, making it ideal for concise messages designed to drive immediate action.”
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