Retail Marketing Guide: The Brick to Click Omnichannel Experience

The last 2-3 years have observed a massive shift in customer behavior as well as their buying shift. Similarly, more than 15% of customers have downloaded e-commerce apps during the pandemic. This clearly shows that customers are in need of a more connected, experience meaning retail brands offering ease of purchase whether the customer is in a store or on the app. And to offer this experience, retail marketers need to opt for an omnichannel approach.

Omnichannel approach for retail marketing means offering a more consistent, continued, and convenient experience to a customer across all channels (in-store, website, in-app, and social).

Yes and no. Yes, because having an app would help ease your customer’s purchase journey. No, because just introducing an app for the sake of having an app would NOT help in retail marketing. The brands need to be more aware of:

– offering simple yet impactful experience on the app,

– keeping it similar to brick and mortar store, and

– providing ease in shopping by allowing in-store to in-app purchase journey.

>

In this hyper-connected world where constantly new channels and screens are getting introduced, it is very crucial to know what your retail brand wants to focus on. Screens include In-store, In-app, Website, and Social Media; and channels include SMS, Emails, Push Notifications (web and app), Banners, LIVE chat, and Social channels. So look at your target audience and their touchpoints to analyze what screens and channels you would want to concentrate on.

Even though your customers keeping jumping from one channel to another, they always leave footprints behind. These footprints typically can be email or phone numbers at your brick store, personal information on app store, events and actions performed on app, and so on. Utilize these footprints to map a connected purchase journey.

COVID-19 has changed the way customers look at shopping and influenced a huge buying shift:

– Customers started preferring to shop online than online.

– Customers shopping at brick stores want a more easy and quick purchase option.

– Customers buying shift from luxury items to necessary items.

This report is for retail mobile marketers, product managers, and everyone who’s looking to further the growth of their retail brand by having an integrated online-offline experience.

Using MoEngage customer engagement platform retailers can easily – integrate their offline and online data together, – analyze the data to understand the user journey, and – create campaign workflows to engage better.