As customers today have become more engaged in digital transactions, many brands, from fashion distributors to retailers, have engaged in a wide variety of channels to reach out to their target market across many platforms, such as social media, e-mail, chatbots, and blogging sites. However, the mere fact that businesses engage the use of various channels does not automatically indicate a successful marketing strategy. In fact, although 87% of retailers agree that an omni-channel marketing strategy is critical in the success of their businesses, 21% of them lack the proper understanding on how to develop an effective one, which may consequently lead to an unsuccessful result.
With this, it becomes necessary to determine how to leverage an omni-channel experience to create profitable marketing and service strategies. Here are some guiding principles to remember when developing an omni-channel customer experience:
- Leverage your basic channels.
Creating an omni-channel marketing strategy is a gradual process. To ensure its success, especially for those belonging to the 21% who lack the proper understanding as to its development and implementation, it is always best for marketers to start with what they already have.
Starting with the platforms that marketers have already been utilizing will allow them to develop a framework for bigger channels. Through these, they will be able to rehearse how they want their strategy to be, assess their areas for improvement, and finally, once they are ready, take on bigger and wider channels with a wider network of audiences.
- Understand your target audiences.
Successful marketers know for a fact that the biggest consideration in creating an omni-channel customer experience is to read their target market’s mind. To this end, they must consistently research market trends and track consumer behaviors in order to determine what the customers want, when they want it, and how they want it. This will allow them to set out an effective strategy and determine what the most effective channels are that will surely catch their target market’s attention.
For example, business professionals are known to be time conscious, as they too experience how fast-paced the market is. With this, B2B e-commerce platform providers who have these people as their target audience should use the channels where they can be easily reached out to, such as live chat widgets across multiple platforms. This will allow such target audiences to have their queries or concerns addressed timely, which, in the long run, will engage customer satisfaction.
- Send consistent messages, but make sure to scale your content properly.
In order to create a consistent customer experience despite utilizing various platforms, marketers should ensure that they deliver the same messaging tone across different channels. This will allow their customers to retain their campaign information in such a way that the brand will be etched in their minds.
To make their message more effectively known, marketers should be able to scale their contents properly for different screens. The very purpose of an omni-channel experience is to enable customers to interact with brands with ease, allowing them to switch across different channels as they please. However, not all platforms automatically optimize contents according to their screen size, which makes it necessary for businesses to do it themselves.
To illustrate, fashion distributors who allow the usage of their platforms in apps and in webs must not only be able to develop an overarching theme to their clothing collections, but also ensure that users can see the whole of their products, regardless of which platform they use. This will give customers a better and more convenient user experience.