Omni channel Marketing: The Definitive Guide With Examples
Omnichannel marketing might be catchy but is your company really pulling it off?
You hesitated, so probably not.
Are you thinking about hiring fancy-pants consultants?
Feels like the question alone burned a hole in your pockets faster than money would.
You’re in luck because fancy-pants consulting is what I get paid to do.
Of course, I wish I had known fancy pants was a figure of speech when I was starting out, but heck, a woman needs a big wardrobe!
So, let us embark on a DYOOMSWIJ (:”Design Your Own Omnichannel Marketing Strategy With Iné” journey) – Ok, let me revisit that name.
Here’s how you can set everything up yourself, with a little help from your tech experts (and some free tools).
What is Omnichannel Marketing?
To define omnichannel marketing, we need to say that interconnecting all marketing channels (e.g. website, smartphone app, email) in a way that is integrated and smooth is essential.
What does omnichannel mean?
The omnichannel definition goes beyond counting the number of channels.
Per the etymology of the word omnichannel, the word is made up of “omni” which is Latin for “all”.
You’ve heard it in “omnipresent” (:always present), “omnivorous” (:ability to consume all types of food), and so on.
Omnichannel meaning all channels into one, it is now much easier to grasp that when building an omnichannel marketing strategy, you essentially need to bring together all your marketing channels into one, and tie them into one silky-smooth customer experience.
The best way to create a well-coordinated system of aligned, customer-oriented services is to bring together Marketing, Sales, Product and Customer support.
Here is an Omnichannel Marketing Example
Imagine ordering a product in a way that is most convenient to you – that could be by walking into a physical store, or visiting an eshop from your desktop, or ordering on your way to work from their mobile responsive website, or signing into the brand’s app to place an order.
Before you purchase
When completing your order you don’t have to fill in the custom fields for delivery, you just touch ID with your finger on your iPhone or sign in with your Facebook account.
Then, you take a quick look to make sure that everything looks ok, and then you thank your barista for getting you a foamy cappuccino that is #goals.
You get to the office, check your mailbox and see a newsletter from the brand you just ordered from, with an overview of your order and the tracking number of your order.
Clicking on the tracking ID, you are instantly redirected to the courier’s page where you can see your current delivery status.
You go back to the email and you can choose to receive no more delivery status updates via email. You take a sip of coffee. Yum.
A couple of days later, you get a Viber message from the brand’s courier service of choice, informing you on the specific date and hour of delivery.
Along with it is a phone number to call to make a change or a “click here to have one of our representatives call you”.
When your registered parcel arrives, you sign for the delivery and within one hour, you get an email from the brand asking you whether you did receive your parcel and whether it arrived in good condition if everything is as you requested.
In case anything has gone wrong, the email simply asks that you reply to that email, which is a monitored email address, not a no-reply one.
If and when you have a problem with your order or the shape in which the order arrived, you sign in to your account, click on “Live Chat” and you are assigned a representative (human or bot or both) and your problem is resolved.
Multichannel Retailing vs. Omnichannel Marketing
The omnichannel vs multichannel strategy persists.
While omnichannel marketing refers to all channels built into one, multichannel still features all of the channels only they do not interact.
There is no transferring of information from one channel to the other, not smoothly at least.
Let me give you an example:
I was looking for a dress from ASOS.
I saw it on Instagram on an influencer’s Instagram account so I took a screenshot and headed over to their Facebook page to request more information.
When the representative replied to me they gave me directions on how to find this myself.
I tried their trick but it didn’t work. And, unfortunately, I never got further instructions (or a reply back).
I consider this a case of poor customer experience, but not because I didn’t find what I was looking for.
It’s because I felt that my request was overlooked and I was not treated as a valued customer.
A simple message back such as:
“I’m so sorry I could not help you find what you were looking for Iné. Is there anything else I can help you with, possibly?” would have sufficed.
Here is another instance of great customer experience on Revolut, particularly because it offered further assistance:
Last time I used their LiveChat service, I was immediately assigned to Rita, the Revolut chatbot, but that was the broken telephone game.
It picked irrelevant words from my messages and simply thrust automated replies upon me.
I didn’t leave positive feedback and I hope they have improved their service since. Here is an example:
Well, still, I appreciated the effort!
And out of all 4-5 times I’ve had to ask for help, that was the only instance when their Customer Support left a lot to be desired.
What are the Omnichannel Strategy Pros and Cons?
There is a long list of Omnichannel marketing pros:
Lower churn rate
Thanks to AI, your Marketing and Sales Department no longer have to analyze customer journeys and customer behavior manually.
This is anything but sustainable, especially for large-scale businesses.
This way, as soon as users lower their engagement with the brand, they could get incentives to reengage.
In the exact same way that Netflix keeps customer engagement up by emailing them personalized recommendations with new series or upcoming movies on the platform “Netflix tonight, Iné?”.
One way to go about this is to use Webhooks with your Moosend account: so, essentially, you connect your Zapier or CRM software to your account and every time a user lowers their purchasing frequency, they automatically trigger a marketing automation and they get personalized recommendations.
Smoother customer journeys
Spot hiccups in your processes by examining the drop-out points in customer journeys.
If you see a large percentage of cart abandonment emails triggered, then chances are that your checkout process involves too many steps, or there are hidden fees, or that your website does not look reliable enough for users to enter their credit card details, or that you do not offer payment options that work for them.
Whichever of these cart abandonment stats rings true for you, you will need to re-design the process in order to smooth it out.
Reverse-engineer your sales
You can also use predictive analytics by analyzing past user behavior on your website.
To assign the right weight when booking appointments with clients, that is spending time with qualified leads, you can go back to the behavior the customers you converted showed.
That is, website visitors who spent an approximate 40 minutes on your website before booking an appointment on your form, or those who visited 3 times or more within 30 days before purchasing, all point towards micro-segments within your audience.
By picking the ones that are of most interest to you (i.e. prospective clients), you get to better allocate your resources (sales reps, etc.).
I really loved reading about how Harley-Davidson managed to increase its sales leads by 2,930% (!) with Albert, the AI software.
Personalized recommendations & Brand loyalty
Another way in which you could create a flawless customer experience (and increase your sales) would be with AI-fueled product recommendations.
Every step of your customers’ journeys feeds the Product Recommendation System (PRS) and its recommendations improve along the way.
For example, if you own an eCommerce store, your customers who looked for a blouse are probably interested in items from the Women’s department, and then the general category of Tops, so your PRS essentially makes recommendations accordingly.
If the user views items similar to other users’, the system will serve similar recommendations in order to increase the chances of conversion and sales.
Personalization of product recommendations is also central to expenditure rationalization regarding customer retention.
Again, Netflix is an excellent example as it is said to personalize thumbnails of recommended shows based on users’ preferences.
For example, if you are a fan of the romantic genre, you will see La Casa de Papel thumbnail featuring a romantic scene.
In that way, users don’t even need to look for the next show to watch: the system has done it for them.
And, we can all agree that Netflix has a great success score regarding their recommendations.
Shown “Popular Shows”, “Suggested for you”, you can always trust that this algorithm knows you as well as your best friends do! By removing the stress of choosing the next series to watch, Netflix is providing a sweet user experience.
Offer users security
“Did you sign in?”: have you noticed this notification from some companies such as Google, Netflix, or LastPass?
That’s the kind of continuity across devices that makes users feel safe and valued.
A phone call from your bank when you attempted to make a payment or bank transfer of a huge sum of money, to ensure that it was you who authorized that purchase.
By creating a pattern of your habits online and offline, brands can use website tracking and AI to pick up unusual activity from your account and run it by the users themselves following a quick identification process.
Revolut offers this location-based security feature in order to prevent fraudulent transactions.
You can enable or disable this feature on the spot through the brand’s smartphone app which adds to the customer experience.
Be the first to prepare for emerging trends
Pick up customer trends, rising demand, emerging trends to stay ahead of your competition.
This can be accomplished with custom AI software but there is always the Automation alternative:
So, what are the Omnichannel marketing cons?
Omnichannel marketing can be hard to get right. But that was before I walked into your life.
A step-by-step guide to designing your Omnichannel strategy
There was a time when single channels worked for businesses.
All customers had to do was go to the physical store to pick up the products they needed.
Now, competitive businesses, busy lifestyle of consumers, a variety of marketing channels have departed from a retailing process that is linear and easy peezy.
They have moved on to one that is more complicated and involves more interactions. Welcome to omnichannel retailing.
The implications for your business?
You need to get as practical as possible.
Within your business:
1. Focus Groups
Hold extensive focus groups with all the departments in your business.
Invite all employees to chip in about ways to improve the final service or product. Ask Customer Support what their most FAQ are.
Welcome feedback from anyone interacting with your customers: from your delivery people to the employees of your courier service.
You may need to consider setting up a number of rewards to incentivize people outside of your business to take part and provide insights.
2. The Box of Ideas Strategy
Have a “Box of ideas” (and keep a pack of notes and pens handy near there) in the shared areas in your business; this way, employees will be able to chip in ideas on the spot, instead of forgetting or letting them go.
3. regular meetings
Hold regular meetings with your employees to discuss how their processes can be streamlined.
Keep these meetings “hierarchy-flat”. This way, everyone should be able to make suggestions/recommendations with the rest of the team.
Outside of your business:
1.Anticipate Customer Behaviour
You need to anticipate customer behavior.
This is not linear. And you will need to interview a broader sample to be sure that your results are -not generalizable, but- representative of your primary buyer personas.
2. In-depth interviews and focus groups
In-depth interviews and focus groups with your customers will shed light on various aspects of user experience.
These could range from how your customers use your product or on what occasions (which could have implications for your packaging) to your audience’s purchase behavior (which could mean that you may need to take things up a notch on your website for your millennial segment, or improve on-site customer experience with samples for older customers).
The budget-free alternative to this would be to use Instagram Marketing: post a poll sticker on Instagram stories to invite users to reply to your question, or post a Yes/No question.
While you’re at it, keep in mind that you might tempt even more customers to participate by offering a number of rewards to thank them for taking the time to reply.
3. Predictive analytics and customer data analysis
Predictive analytics and customer data analysis are essential to building a smooth user experience. Here are some of the benefits of proactive customer analysis:
How Email Marketing and Automation can help
First, you can update your existing segments within your mailing list. Find the user actions that matter to you.
- What is the number of purchases completed in the last X days? If it’s higher than your absolute minimum, create a highly-engaged customer segment. Invite them to join your loyalty program or invite them to exclusive events, etc.
- What is the number of email campaigns opened over X days? Again, you can reward their loyalty with occasional discounts or giveaways.
ii) Dynamic Segmentation:
The difference between segmentation and dynamic segmentation is that segmentation takes place in the past and can occur at regular intervals.
On the other hand, dynamic segmentation takes care of itself on the spot, using the parameters you set.
Have they clicked on a specific link more than 3 times in the past month?
Then, add them to a drip campaign with more information, always offering them the ability to opt out of the campaign.
Remember to examine the user experience in case the subscriber does not opt out; will your regular campaigns overlap with the drip campaign on the specific topic the subscriber is interested in?
In that light, you can also look for the following patterns:
Purchases are not the end of your users’ experience with the brand. They are the starting point. So make sure you reward high purchase frequency with discounts and coupons.
Then, encourage the customer to take more of the actions that matter to your business. For instance, you can encourage them to refer a friend or download your app to their phone.
Their high engagement level points towards them being more likely to go further down the conversion funnel.
Pick up those customers who restock your merch in regular intervals. Set up an automation that reminds customers that their stock is running low and that they will soon need to replenish.
Top it all off with a discount valid for the next half hour. This way you urge customers to take action on the spot and schedule their orders.
How about those customers who always open your emails and click more than 3 times on specific/random links?
Set up an automation that is triggered if they haven’t made a purchase in the past month and give out a coupon.
If they have, then prompt them to leave a review or watch your YouTube video tutorials.
See for yourself:
- Have every member of your Marketing team experience using your service themselves.
- Ask each member of your team to test your service and keep track of the time required for every action/request to be processed from start to finish.
- Check whether you can leave feedback during all stages of the procedure, whether the LiveChat button is easy to find, and so on.
What are some Omnichannel Examples?
Imagine going to your favorite restaurant, one you’ve been going to since forever, and the entire staff has changed overnight.
Nobody greets you personally at the door, you cannot order “the usual” at the bar because you’ve never seen the bartender in your life, …it’s like you’ve never been there.
And after all the moments you’ve celebrated at that restaurant, the staff you’ve known for years, you are just like everyone else, just like the tourist who just set foot in your city for the first time.
Disappointing, isn’t it?
Imagine if this transition still occurred overnight but it had been prepared and rolled out gradually.
Oh, the difference that would have made!
Overall, AliExpress probably features the most comprehensive, well-thought-out omnichannel retailing strategy.
It brings together an entire experience of smartphone app, fully integrated with the website, orders, parcel tracking, email updates, customer support.
The best part? Despite the low cost of their products, nothing about the AliExpress customer experience says “cheap”.
One of the best examples of this category, allow me to share my personal account of why their omnichannel marketing is the epitome of it all.
A real-life case of Omnichannel marketing
I placed an order with AliExpress on Singles’ Day (11.11) and, two months later (no judgment), I realized that none of my orders had arrived.
So I took to the AliExpress LiveChat. And I couldn’t have asked for a better experience.
First, I logged in from my desktop.
Here is my desktop user experience
This is what the User Interface looks like on desktop view.
On the right-hand side you can select the order you are having a problem with:
Why is this amazing? Because I didn’t have to go through my inbox messages to recover the specific order IDs.
You see, if that had been the case, I’d have to write them on a piece of paper or take a screenshot and type them manually.
With order selector, all I had to do was *click*.
Then, on the left-hand side, you are presented with the following, which only requires a quick click/tap from the available options:
But while I was at it, I thought I should check what their app looks like. And so I did.
Here’s the mobile app version
This is the most helpful thing on the planet: the order selector.
This time on the mobile app.
Without my having to walk around with my order numbers in my back pocket, without having to be instructed as to where to find the number, there it was again:
After my checking the box for the type of order I wanted the refund for, I get this very polite message asking me my name:
Personalization on point.
In a matter of seconds, everything is duly processed and accurately presented:
Did I need to ask more questions? No.
Did the rep anticipate all my questions? Absolutely.
Was I satisfied overall? I wrote an article for it.
2. [Literally ANY] Bank
Financial institutions usually offer telephone banking, e-banking, smartphone apps.
These are all interconnected with the user’s bank account, updated passbook, aligned Rewards app, email notifications for security purposes and text messages and text messages, as well as Extra Pin devices for added security.
3. MAC cosmetics
The Beauty and Cosmetics industry is certainly way ahead of the rest of us in the omnichannel retailing strategy.
If anything, they know well that they can lose many sales for “out of stock” products without the “notify me when it’s back in stock”.
So, they have in place makeup experts who are so good that you almost feel discouraged to place an order without their expert opinion which you can get in store.
In the physical stores, makeup artists walk around with their brush sets and keep their iPads handy.
This way, they keep track of what each users purchases and when.
You also get emails and SMS notifications when they have major sales going on.
Now, in case you were wondering why they need to track date of purchase for cosmetics let me tell you this:
I had purchased a lip liner which kept falling apart every time I tried to apply it.
I had tried to make do with that but after more than 6 months I decided to go to the store to show them the defective lip liner.
The makeup artist in charge found the product code in the list of items credited to my name and she gave me a brand new one on the spot!
If only I hadn’t let that one go on for so long!
With a website offering information on all their beverages, an exhaustive list of all their ingredients, the calories, and nutrition information, store locators, rewards program, a smartphone app through which customers can order ahead, pay through, and simply pick up in store, Starbucks is modernizing user experience.
It also improves user experience through offering free music streaming through its app, free wifi, and so on.
They take care everything from efficiency to scheduling to adapting fully to customers’ schedules and with instant refills in-store, they are inspiring customers to spend more time there and get even more cozy in their favorite coffeeplace.
Another thing that I really love is when I travel to another country is being found on their cross country database, where they can see I am a loyal customer.
This is wonderful because it’s exactly what part of the high-end product I am purchasing it for: recognition.
For someone who has spent a considerable amount of money with a brand and is top-to-bottom in one brand, it’s imperative that their orders be recognized and counted towards the customer’s loyalty.
One of the most characteristic examples of omnichannel marketing experience, Netflix offers users aligned navigation across devices.
Through their accounts, users get personalized emails based on the shows they have been watching online (or their original settings).
At the same time, their account is editable from every device and changes are applicable on the spot, while users are able to continue watching across devices.
The content of the emails is personalized to user behavior and even thumbnails are personalized based on the user’s preferences.
It’s this continuity that gives users this peace of mind and makes engaging with the service so effortless, almost intuitive.
Managing everything from new sign-ins, to series and movies suggestions, new upcoming shows, personalized recommendations, and managing demand based on the user’s behavior are some of the most Netflix-y things out there.
All of these make the user feel in control; Netflix emails serve as a secretarial/administrative task of someone who knows you pretty well and makes recommendations of “98% Match” shows for you to watch.
Here is a list of emails I have been receiving over the past few months.
These emails create a loop of feeding new input as implicit calls to action to me:
Every time a friend of mine signs in to Netflix through one of my accounts, I get a notification.
This way, I know that my sister still hasn’t started watching “Unbreakable Kimmy Schmidt” but pretends she has anyway.
Every time I even remotely disengage with the service (hello? work?) I get one of these newsletters.
However tempting these emails are, they appear identical, but they make different recommendations.
In this one, I am shown what is Popular on Netflix.
“Coming Friday, February 15th… The Umbrella Academy”
Occasionally, I get Netflix updates on their upcoming shows that I might be interested in.
The emails are short and to the point. I usually check these out, too.
“Top suggestions for Iné”
This one feels a bit YourHighness-y. “Could we interest The Iné in top suggestions for tonight?”.
And we all know the answer’s yes.
This subject line is paired with the Trending series and movies of the platform:
What’s playing next?
This is a different category, promoting the Recently Added movies and series.
While the format is almost identical, the subject line is always casual and personable.
What to watch after Russian Doll
It is now a fact that every one-season series is a matter of hours for me to binge watch and be done with it.
So, Netflix keeps these emails coming:
How to design Omnichannel Experiences
If omnichannel retailing experiences were a shape, they would be a spider web.
The user experience would lie right at the heart of everything.
All the other elements interacting and informing one another would be:
User experience relies heavily on the alignment of all branding elements.
Strange as it may sound, users form an opinion on the reliability of a website or brochure or other marketing action by evaluating (subliminally or consciously so) the branding elements used.
Therefore, if your logo differs from platform to platform, if you are using different resolutions in your images, or not all platforms are updated, then you run the risk of eliciting concerns among your users/customers, not all of which will be voiced.
Instead, they will be integrated to user/customer perception and then translated into a testimonial for your brand.
Imagine coming across a brand for the first time, checking their website and all, loving the whole thing, then moving on to Facebook you see a different logo, or an inactive page, or a page that features different content from what you expected to come across.
Would you purchase?
Users will navigate your online presence to find out whether you are as reliable as you appear to be.
And you are only as reliable as the last impression you made. So, font sizes, brand identity, colors, logo sizes, page design, and content, all need to be aligned.
Mobile responsiveness & Website tracking
Ensure all your website visitors have the same experience whether they are signing in from a smartphone, their laptop, desktop, or tablet.
You need to secure homogeneity across devices and mobile responsiveness is step number 1 as far as this goes!
While you are at it, set up website tracking with Moosend and connect your Moosend account.
This way, you will be able to make so much more out of your website than just Google Analytics for your ecommerce store!
For instance, you will be able to track signed in users who visited a specific page or just any page, who viewed a specific or random product, who purchased a specific or random item or service, etc.
When they sign in from another device you will still be able to give them the best experience possible, but that’s not where personalization stops.
If they leave items in their cart, you will be able to send them a Cart Abandonment email automatically, with a link taking them directly to their saved card on your website.
And, should your site offer to store their credit card details for future purchases, them completing the checkout will be as easy as a tap!
Simply via Touch ID they will be able to pay for their carts on the spot!
Inter-/ Intra-department coordination
To launch an integrated omnichannel marketing experience, it is essential to improve the flow of information among departments.
To improve the flow of information interdepartmentally, all stakeholders need to be eased into the concept and the purpose of these updates.
One of the benefits of pulling off an omnichannel strategy is that all customer requests are handled timely and brand loyalty is established.
Also, in terms of efficiency, all tasks are performed on the spot instead of entering a pipeline and ending up at Miscellaneous requests.
Last, the more a request keeps showing up, the easier it will be for Management to pick it up.
This way, they can redesign part or all of it, in order to streamline customer experience and team productivity.
How this applies to your business
For instance, every employee in Content Management should be aware of the new Product Launches or Roll-out Features.
At the same time, they should notify Sales teams so that they can communicate these to potential customers and close deals.
This should go both ways as Sales can give feedback to the Product team or R&D team and the respective Marketing and Business Strategy departments in order to explore the perks of designing a feature/product that a competitor offers.
And Product teams should walk Sales teams through Integration and Setup times (if you are in SaaS).
If you are in eCommerce, your Sales should must be aware of Shipping fees Delivery times and establish a point of contact for the customer.
It appears that smaller businesses have the edge here, as fewer people process these requests, therefore there is a high level of personal and personalized relationships.
Another aspect of an omnichannel strategy is to establish a specific point of contact in the company for your Producer or Suppliers.
This way, they will always be able to discuss changing trends in demand or production.
But omnichannel also works with far more technical aspects.
For instance, if you are in SaaS, data scientists should disseminate knowledge about Automation, Artificial Intelligence, or advanced algorithms.
This way, from Sales to Customer Support, and from Affiliates to Influencers, you will have built a tight network of information conservation.
Make inter-/intra-department coordination smoother with this free tool
Handling requests gets more complex every day as your traffic and customer base increase.
Thankfully, we built a system through which you can have tasks completed automatically on the spot, without your supervision.
By integrating your Zapier/ CRM with Moosend, you can send Webhooks to the right applications!
For example, every time there is a pending request, with Send a Webhook you connect an automation you have set up with Zapier or your own application.
The respective application is triggered and the automation you have set there takes care of everything.
Get Feedback on your service and processes
Since focus groups are not easy to set up all the time, here is a quick alternative that will help inform your omnichannel retailing marketing strategy and improve your offered services.
Empower users/customers to give feedback or make suggestions on how to improve your offering.
Welcome input from users and customers simply by asking them to enter their User IDs.
This way, you can be sure that this is authentic content, coming from your real customers and most engaged fans.
Adding LiveChat to your website and other marketing channels (e.g. Facebook messages and chatbots) will encourage even more users to reach out to you and ask questions while they save face, as they might be concerned about asking something and getting a reply they don’t like or makes them feel uneasy.
This openness to receiving feedback is essentially eagerness to provide a better service and user experience.
To infinity and beyond, with Customer Analysis data
The central pillars of omnichannel experiences are personalization, efficiency, and peace of mind.
To maximize all three at the same time, invest in lead-capture landing pages. Choose from a list of landing page examples and turn your conversion on.
Make each of these landing page designs conversion-friendly: have a signup form at the top of the page, and then match the content to the goal of the page.
If you want more registrations to build your list, soft-sell your visitors: mention the benefits of using your product/service, plug your live Instagram feed in, etc.
Map your visitors journeys and customer behavior as you connect your Product Recommendation system.
Feed this customer analysis data to your Customer Analytics tools and take note of implications for your business.
Rinse and repeat.
How to Launch your own Omnichannel Strategy
Step 1: Scratch everything. Let’s start fresh:
First, we need to connect as many aspects of your online presence and offline store together.
Omnichannel Marketing: Your Website components
- Set up website tracking with Moosend. Doing so will enable you to take actionable steps out of your visitors’ behavior, such as cart abandonment, etc.
- Connect Zapier or your CRM. This way you can send Webhooks to complete tasks faster and more effectively.
- Put up a banner of your Facebook page. Invite users to like your page and engage with you.
- Connect your Instagram Live Feed. Sign up for LiveStory or a similar service and feed amazing content to your website.
- Have a signup form with a clear call to action (CTA) to turn website visitors into newsletter subscribers.
- Offer different options for users to sign up/in. Invite users to sign in with Facebook/ Twitter/ Gmail, etc.
- Users who confirm their phone number can have a two-factor authentication system for when they try to sign in to their account.
- Design a loyalty program and assign every new member a User ID with their own credentials. This way they can access VIP treatment.
- Offer quick download buttons for users to get the smartphone app for Android or iOS.
- Enable visitors to view/download your full print ads campaigns online. Also, have your catalogs available online for browsing.
- Set up an eShop with guest checkout and registered user checkout available.
- Give registered users the opportunity to place orders over the phone, using their User ID and credentials.
- Connect your YouTube channel so visitors can watch your videos/ commercials.
- Design landing pages with special offers and post relevant Google ads banners. Remember to match the wording: Google ad “Get 30% off your skincare”, Landing page “Enjoy 30% off our top products!”.
- Launch a “Call back” service: Fill in the form and we will call you back to accommodate your request or reply to your questions.
- Prompt users to download the smartphone app and connect their phone to the website. This way you will enable them to continue browsing seamlessly where they left off across devices. For instance, “Do you want to call our Call Center? Then, let us send the number directly to your phone.”
- Feature other users’ testimonials or ask users to write a review, or rates your service on their phones.
- Be available for users to reach you with “Contact us via email” or call center or LiveChat.
- Welcome feedback from users on Hotjar, Qualaroo, or similar services.
- Set up a Hello bar to direct users to check out your latest blog post or check out an offer. Promote any other conversion you are interested in.
- Empower users to fine-tune the updates they sign up for on your website by setting up an email preference center.
- Prompt visitors to download the Pinterest Save button for Google Chrome so they can instantly pin your images on their accounts.
- Similarly, have Click to tweet buttons for users to re-tweet smart bits from your articles.
Omnichannel Marketing: Your Smartphone App setup
If you are designing a smartphone app for your users, here is a list of things you won’t want to miss:
- Prompt users to enable notifications (banners, sounds, badges)
- Send offers or product recommendations based on their past behavior.
- Keep previous purchases readily available.
- Keep your call center or phone numbers handy through quick buttons.
- Feature current offers/ exclusive offers for app users.
- Set up a variety of Login/Register options (e.g. Facebook, Gmail, etc).
- Offer the option of users choosing a language in the app.
- Prompt users to save multiple addresses for Shipping or payment methods so as to have a more complete user profile.
- Have a Wishlist option.
- Add a “Track my order” aspect to your app.
- Make it easy for users to update their profiles or view Privacy settings.
- Offer a variety of Payment methods from trusted partners around the world.
- Have a GPS-fueled Store locator in the app so that users can find the nearest store around them.
- Keep users’ coupons available at one place. Remind them to use them before they expire.
- Have a quick “Call center” button.
- Offer users the ability to integrate their app with other apps. Just like Spotify on Messenger.
Omnichannel Marketing: Text Messages
Contact users for emergencies/mishaps via text messages using SMS marketing strategies.
Add tappable links for users to take further action quickly.
Notify users when your call didn’t go through. If you tried to reach them and couldn’t, ask them to call you back when they are available.
This has a great application to courier services or doctor appointments, etc.
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Set up your VIP Rewards Marketing Automation.
You can set your entire loyalty program on auto pilot by connecting it with your Marketing Automation.
Here’s what you have to do:
Set up a tiered or other loyalty program type and craft the corresponding messages for your Automations.
Create a different message for every occasion, much like an onboarding sequence for your loyal customers, which will help keep them engaged and excited to be in your loyalty program:
-Has the user made X purchases of a random/specific item within the past Y days?
If so, send them an email informing them that with their next purchase in-store or online they will be eligible for a discount coupon.
-Has the user purchased more than X times from a specific brand in the past Y days?
Then invite them to experience a new product of the brand or call them to arrange a one-on-one meeting/session and give them a special discount at the end.
If their next purchase occurs in store then make sure you inform them of the rewards points they have with you.
Remember to revisit your program often and enrich it to keep engagement high.
User ID and password
Assign users their own User IDs and passwords:
What better starting point is there to your omnichannel marketing strategy than to make every customer unique in a way that is measurable and trackable, ergo, personalizable?
Yes, besides website tracking, I mean.
Assigning each new user their own User ID and password is a neat way to know from the get-go what your target audience is all about.
At the same time, it helps you design personalized services from start to finish because you have the same starting point:
How do I design a service/process that is customer-oriented by default? You ask for the customer’s User ID and password.
If these two pieces of identification win them time to complete their tasks, then be sure they’ll be the first to hop on the User ID wagon!
Imagine your customers being able to jump the line simply by entering their credentials and getting a VIP treatment, as opposed to having to wait for 40 minutes in line because they don’t have these credentials.
How this applies to your business
A great example that comes to mind right now is having to go through passport check when you arrive at Stansted Airport in London, as opposed to scanning your e-Passport and checking into the country within 5 minutes as opposed to an average of 45 minutes of everyone else waiting in line with their national identity cards.
Set up custom fields to request demographics and similar data which appear useful in designing your marketing strategy.
Whether you are now designing your service, or have come to realize the importance of omnichannel marketing and are just redesigning the whole thing, do make sure that your custom fields on your signup forms are on point.
Keep these tips in mind
Be sure to think through the kind of information you might be needing in the future.
Keep in mind that, under GDPR, this information must be closely associated with the product or service you will be offering (so, you can’t ask for someone’s shoe size if you own a car company, but you might be able to do that if you are a company designing brakes!).
Try to keep custom fields to a minimum because too long a form might never get you any subscribers altogether!
What you can do instead is keep the additional information you need for your most engaged customers.
Set up an automation to encourage their going on a second round of filling in information about themselves and then give them a discount or a coupon or other type of reward.
Off the top of my head, here is a list of custom fields I would be creating: gender – I wouldn’t be leaving this as a binary option (e.g. Male/Female), instead I would leave this an open-ended question to see what my customers identify as and inform my strategy accordingly.
Second would be age group, to see what the average age of my audience is, which will help inform characteristics of my offering as well as the language I will be using and the messages I will be crafting.
Then, purchasing habits, interests and hobbies, favorite band, and other information that would add to my buyer persona design.
Where Omnichannel Marketing efforts fall short
I was catching up with a friend the other day, when she mentioned that her salary was deposited to a bank account at one of the most prestigious banks in the world.
I was surprised and excited with the experience she must have been getting out of being a client for them. She disagreed.
“Everyone has been getting rewards points which count towards their purchases and I don’t.”
And then she went on to list a number of actions that she doesn’t even have the chance to complete through her bank, simply because this bank is not oriented to individual customers with “fewer” deposits; instead, it is purely oriented to major clients.
As a result, this creates friction: the moment there is a distance between what the customer wants and what they want to achieve, that’s a new service for you to create.
Because, chances are, it didn’t just dawn on your customers that they want a particular feature: it’s that there’s another business out there providing that feature.
If there isn’t, but there’s still friction, then you need to redesign your offering.
How to bake Automation in
By establishing automated processes that reduce service time for your customers without compromising on their security, you are providing the best that you can.
For instance, banks and financial institutions set up telephone banking, which is a service that offers extended hours compared to branches and enables customers to complete financial transactions over the phone.
Simply by identifying themselves and by replying to a few security questions, they can manage their accounts over the phone, with the help of a bank rep, while their call is being recorded for security purposes.
Another service that banks offer is that of offering 24/7 call centers which feature recorded, step-by-step messages or reps from different departments who can reply to customers’ questions about bank products or legal aspects.
Also, ATMs are another aspect of omnichannel marketing strategy since customers can access their accounts via their card, without having to wait in line at the bank, or even online through their ebanking account, without having to leave their office/home.
There is nothing that the online experience deprives the customer of compared to the offline experience.
If anything, it is only for identification purposes, id est security matters.
Invest in human contact
Have an iPad handy to fill in the form with the customer’s data and digital signature. This will cut down on digitization and exportability of the data.
Ask customers whether they would be interested in signing up for the loyalty program and give them the card.
Also, give them a welcome gift if they sign up. (Inglot had given me a beautiful red lipstick for signing up!). Personalization in the digital world is immaculate but getting it right in the real world is exquisite.
Stay a top-of-mind choice by handing out your business card with your daily schedule, phone number, emergency number.
Invite users to send a text message to confirm their phone number and get 10% off or participate in a giveaway, etc.
Establish a personal relationship: “You can always give us a call if you have a question for one of our products” (Dior) “Here’s my personal phone number, call me if you are unsure about anything (MAC)
Show customer how to use the kiosk/ ATM/ self-service booth.
Designing to your target customer’s behavior is essential, but you really take things off the ground when you put in the extra work for your customers. Let me tell you about my experience at Dior the other day.
A real-life example
Let’s all agree that Dior is a major designer brand.
Now, while their fashion retailers are easier to manage, in terms of know-how and fashion industry and specialization to be an authorized dealer, their make-up and skincare collections aren’t.
The reason is that the sales strategy involves plenty of physical stores, with representatives who are trained by the brand every once in a while.
When I visited the particular store, the Dior representative was eager to walk me through their official brochure and show me the characteristics of skincare products in a premium Dior book.
Then she asked me whether I wished to join their loyalty program; I told her I used to be a member and get calls for private events but then I stopped buying from that store because I moved. (Note here that that was the first point of breakage of the omnichannel experience).
As soon as she entered all my data in the iPad (online form), I signed digitally and from that point on I started getting offers, samples of their products, invitations to their exclusive events, etc.
The whole time, the Dior rep was personable and friendly:
“My name is (Annie) and my colleague’s name is (Sharon). If you don’t find me here, then speak to Sharon, it’s like we are the same person. As soon as you try these products and whenever you have time, I would love to see you and discuss what you thought out the products. This way we can find what’s best for you and your lifestyle.”
Let me break down what that meant:
“My name is (Annie) and my colleague’s name is (Sharon)”:
Familiarize customers with the rest of the staff so that they feel comfortable to ask for advice.
Also, instead of looking for one specific rep, and the possibility to lose the sale because the rep is on leave and the customer chose another brand and rep who happened to be there at the right time.
“If you don’t find me here, then speak to Sharon, it’s like we are one and the same”:
Creating trust and safety, adding back to the professionalism of the brand, meaning that whoever you find, we are all equally experienced and trained/educated to provide you with the best service possible.
Also, there is no competition here, we care about giving you the best service possible.
“As soon as you try these products and whenever you have time, I would love to see you and discuss what you thought out the products”:
We welcome feedback, we care so much more than just making a sale, we are devoted to the values of the brand: getting you the skin you deserve.
Whoa, what a ride, huh?
Now that I’ve successfully passed on a huge chunk of knowledge over to you, re-read this article in your own time.
Decode the content of this guide.
Then, run an audit on your channels.
See what steps you need to take.
Tidy up your marketing strategy better than Marie Kondo would; separate what needs to change in your corporate culture and dissemination of knowledge from what needs to change in the design of your services and your inter/ and intra-department communication.
Need more tips? You know where to reach me: firstname.lastname@example.org