Consumers today are bouncing between devices as they research products, contact businesses with questions, and make purchases. In fact, according to Google research, 90% of multiple device owners switch between an average of three per day to complete a task. Additionally, 213 million adults in the U.S. access the internet with an average of four different devices. What does this mean for businesses?
From print advertising to online and in-store shopping to social media marketing, businesses need to create an effectively seamless and consistent experience for customers. And that experience also needs to translate from an app on a smartphone to a tablet or desktop device. Here’s how to begin implementing an omni-channel approach to your marketing efforts:
Optimize for Mobile
Consumers are shopping more on mobile now than ever before. Having a mobile-friendly website, a mobile app, and a presence on social media can provide an easier way for you to manage your overall brand, messaging and promotions. It can also make it easier for consumers to start their shopping experience, saving items to their cart, and being able to access them on other devices at different times or locations. When RadioShack added a mobile optimized store locator with click-to-call and GPS functionality, they estimated that 40-60% then visited a store, with 85% of those making a purchase. That’s a significant increase effect on leads and conversions!
Develop Consistency Across Channels
Promotions, pricing, branding, and messaging should be the same across your print advertising, online marketing, and in-store displays to let customers know they are indeed shopping with the same business in person as what they saw online. Additionally, offering options for purchasing online and picking up in-store, exchanging/returning items online or in-store, or being able to see online what inventory is available at different locations connects the different channels and allows customers to seamlessly shop at their convenience and preference.
Segment Audiences & Create Personalized Experiences
Develop rich profiles of your customers and segment them in a way that you can understand their buying journey and create a more nurturing strategy. You can then offer a more personalized experience and use retargeting to offer discounts for abandoned carts or returning customers. When a customer adds an item to their cart when logged into their account on their smartphone, they should be able to log in to their account on their laptop and see the item they had added to the cart earlier. This makes it seamless for them to purchase and reminds them of the item they wanted while shopping before. If they don’t purchase, you can send them an email when inventory is low to give them another chance to purchase before it’s gone.
Measure, Measure and Measure Again
Just like with any other part of your marketing strategy, tracking the metrics and measuring each device, channel, tactic, and campaign can help you see what works the best, what needs to be tweaked, and what may need to be scrapped altogether. Keep an eye on the insights of your pages, listen to what customers are saying about your products and business, and keep making small changes to improve the way you communicate and reach consumers across your channels.
Contact Union Leader for help creating an effective omni-channel strategy to increase brand awareness, sales and customer loyalty.