With the deployment of digital channels, companies must adapt to the new consumption patterns of their customers. The objective is therefore to ensure their presence on as many channels as possible to get in touch with potential customers. The omnichannel strategy is a great way to adapt to these changes while optimizing and personalizing the customer experience of your company.
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Definition of omnichannel
Omnichannel is a marketing strategy intended to satisfy and retain customers. It connects the different distribution and sales channels for products, physical or digital, to allow customers and businesses to get in touch. All available channels can be used simultaneously to create a seamless purchasing process that combines mobile app, SMS, emailing, social media and website.
Why implement an omnichannel strategy?
Omnichannel allows you to have a 360 ° view of your customers to optimize the user experience and facilitate contact. Today, the purchase of a product can be done both online and offline. To the extent that consumers use different media to access a brand, it becomes necessary to vary the channels to reach as many potential customers as possible. Each point of contact then represents a business opportunity.
The customer has adopted new consumption habits: he gets information, goes to the brand’s website, consults competitor’s websites, reads customer reviews, purchases in a store or online, pays by card bank or PayPal… The omnichannel strategy is perfectly suited to these new modes of consumption. It also helps streamline the customer journey to find blocking points that could bother consumers.
Omnichannel offers a real opportunity to build customer loyalty over the long term. The objective is to build a quality relationship with him and to offer him a personalized experience to guarantee his satisfaction.
How to set up an omnichannel strategy?
Several elements must be taken into account to ensure the implementation of a successful omnichannel strategy.
Know your customers
Implementing an effective omnichannel strategy requires understanding user behavior and preferences to identify key trends.
To help a business know its customers, nothing like:
- Online surveys.
- Monitoring tools.
- Tools that analyze the performance of its website (Google Analytics, for example).
Choose the right communication tools
Knowing your customers well allows you to choose the relevant communication tools and the points of contact to set up. Indeed, not all channels benefit all businesses.
It is therefore necessary to choose the communication tools favored by its customers. The objective is always to integrate the channels adapted to its strategy in order to attract customers and encourage them to buy its products and services.
Build a strong brand image
Every channel that is part of a company’s omnichannel strategy must provide the same information, whether it’s current promotions or prices charged, for example. The consumer must be able to switch from one channel to another in complete transparency.
Communicating consistently makes a company’s messages easily identifiable. It can thus build a solid brand image.
Provide a seamless user experience
All the channels put in place must convert the prospect. The objective is to reduce existing friction as much as possible and to offer personalized content to each consumer to increase the engagement rate.
You have to establish a lasting relationship with your customers, for example, by setting up an adapted customer service, by interacting with them by e-mail or by offering them a loyalty program.
Analyze the impact of your strategy
Any marketing strategy put in place must be analyzed. This is the best way to determine the efficiency of the channels used and to check their profitability.
To succeed in your analysis, it is possible to collect and process customer data using a CRM. This makes it possible to measure the impact of its omnichannel strategy in the short and long term.
5 examples of omnichannel strategies
Five companies have managed to do well and differentiate themselves from their competitors thanks to a well-thought-out omnichannel strategy.
Netflix is the perfect example of a successful omnichannel strategy. The success of the streaming platform is based on the user experience it offers to its customers. The latter can indeed watch films and series from different channels.
They also receive notifications by email or through their app to suggest new programs to watch. Intuitive, the platform allows its users to have access to their account whenever they want, through all of its channels.
Disney offers its customers the possibility of booking and planning their trip on its website from their computer, tablet or mobile. All the activities of the Disney parks can be planned, whether they are restaurants or hotels. The customer also has access to real-time information to visualize the waiting time for each attraction, for example.
Disney’s omnichannel strategy doesn’t stop there. It therefore offers a MagicBand program that allows its customers to open the door of their hotel room, access the photos they have taken in the park or order their meals.
Thanks to its omnichannel strategy, Disney offers a simple and fluid user experience to its customers, the goal being to retain them.
A famous American coffeehouse chain, Starbucks quickly took an interest in the customer experience it offers to consumers. The brand provides its customers with a website that provides them with information, locates their favorite drinks and offers them rewards.
At the same time, Starbucks has developed an application through which consumers can not only order and pay for their coffee in advance, but also enjoy free wifi on site.
If Thomas Sabo has launched its omnichannel strategy, it is above all to unify all of its marketing and sales actions. All of its contact points are intended to recommend products available in the brand’s stores to customers, in particular through personalized content sent by e-mail.
The brand also offers click & collect and click & reserve options. Its website and online store are available in both desktop and mobile versions.
Previously, Tommy Hilfiger offered exclusive discounts to some of its customers, only accessible in-store. Due to the growing popularity of online shopping, the brand has developed a profile verification system to offer its exclusive prices from any platform.
Tommy Hilfiger is also improving the customer experience by making himself available on social media to answer customer questions. The brand puts the consumer back at the heart of its strategy.
To go further, download this report on the digitization of SMEs to discover all the issues at work, the main challenges and examples of successful transformations.