It’s a lazy weekend, you're shopping for groceries when you suddenly realize that you're running late for a movie. You have everything in your shopping basket, but the queue is so long that you almost want to break it and pay first. You message your friends informing them of the delay. You are disappointed. You have no option but to stand in the queue patiently.
Most of us have experienced this. Imagine if the store allowed you to scan the codes on the products and pay the amount using their app from anywhere. You could have checked out and watched the movie from the beginning.
That’s exactly what Sam’s club did. It allowed Sam’s club members to bypass the checkout queue by using their app to scan the UPCs of the items added to their basket, and pay from anywhere in the club. Sam’s club also enabled location-based check-in to allow members to place orders even before they check-in to save their time, and a reorder tool to allow members to reorder the items they purchased earlier with just a few clicks. These initiatives led to an increase in spending by 10%. Mobile purchases tripled and grew by 25% each month. 74% of the members who used Scan & Go used it again within 90 days
Sam’s Club is a classic example of how companies can offer convenience and improve customer experience with omnichannel marketing strategies. It bridges the gap between in-store and online shopping platforms, offering a consistent experience to buyers.
According to OmniSend, marketers who used three or more channels witnessed an 18.96% engagement rate, as compared to 5.4% on a single channel. They also found the purchase frequency to be 250% higher and the average order value to be 13% more.
That’s why companies like Sam’s club do not rely on a single marketing channel to acquire, engage, and retain customers to their platform. They realize that omnichannel marketing is critical to the growth of their business. A survey of Target Marketing readers confirms this- 74% of the marketers identify omnichannel marketing to be crucial to their business
Despite recognizing the importance of an omnichannel experience and having marketing automation tools at their disposal, marketers face several challenges in creating seamless customer experiences. Some of them include:
Marketers face a tough time integrating data from different channels to create a seamless customer journey. Take Indonesia, for instance; a survey by eConsultancy shows that managing data across different channels is one of the major challenges that marketers face while planning an omnichannel marketing strategy. The inability to connect the dots prevents them from creating a personalized experience for the customer.
Competitive sectors such as e-commerce find it difficult to retain customers on their platforms, especially when the competitors offer the same products at lower prices. Therefor, creating a differentiation becomes a challenge. A supplier in the US had this to say: “Some of the biggest challenges are being able to offer differentiation, either by channel or by retail. In an Omni-world, it is difficult to give a retailer a way to stand out. The major online retailers eliminate the need for a consumer to go to a place to get something. They can get it from anywhere.
Thanks to e-commerce giants like Amazon and OTT platforms like Netflix, customers expect hyper-personalized recommendations now. The one-size-fits-all experiences have disappeared. A customer wouldn't think twice before switching to a competitor website if the experiences are not personalized for them. Marketers have to think like a customer, an art that most of them are yet to master.
These challenges can be fixed easily once the marketers identify the mistakes they commit while planning and implementing omnichannel marketing strategies. We have compiled seven common, yet major mistakes that marketers commit in omnichannel marketing:
Content is pivotal to the success of an omnichannel marketing strategy. An ineffective content strategy is bound to make your campaign a failure. Your customers use multiple mediums such as social media, mobile apps, websites, etc. to interact with your brand. They also belong to different stages of a buyer’s journey. A spray and pray approach will make your content irrelevant to certain segments of users, and that would mean potentially losing out to your competitorsHow to fix it: According to a survey conducted by OneSpot, 78% of US shoppers confirmed that relevant content increases their purchasing intent for a brand’s products and services. So understand your buyer’s persona, identify the touchpoints that they use to interact with your brand and make your content relevant for every buyer and channel.
As the lines between offline and online channels blur, measuring the success of different touchpoints in isolation will not give you a holistic picture of how your strategy has performed and these inaccurate insights could lead to wrong decision-making.How to fix it:
Consider all the touchpoints as a part of a complete ecosystem and measure it. Take a top-down approach wherein you can analyze the success of your marketing campaign as a whole and then get down to the specific channel to know which ones performed well and those that require attention. This will help cover the loopholes and improve the performance of your campaign
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