Running an online business doesn’t just mean being “online.” Today’s approach to e-commerce is definitely different from the one practiced a few years ago. At the time, it was believed that, for example, closing down stationary stores and completely moving to the Internet were a good way to reduce the cost of doing business. Currently, however, the omnichannel approach dominates. What characterizes a multi-channel sales strategy, why should it be implemented and how to do it effectively?
What actually is Omnichannel?
In eCommerce it means integration of promotional activities undertaken in various channels. In practice, this means conducting consistent activities in both paid advertising campaigns, email marketing, promotion in social media, communication in mobile applications and other tools used by the e-commerce website.
Omnichannel in the area of business is the integration of tools through which customers can take advantage of the offer and be served after the purchase. In this case, we also deal with communication using: email, contact forms, mobile applications, social media, etc. The essence of successful omnichannel implementation is to ensure that the client will be served in the same way regardless of the selected communication channel.
Maximize your conversion
It is important that the omnichannel element also includes the content shown to customers on websites and blogs. Skipping this channel of communication with customers is one of the most common mistakes. Personalization of marketing messages is extremely important in the conducted activities. This is a great way to maximize conversions. Providing clients with the content they are looking for positively affects the image of an e-commerce website as a supplier of valuable products or solutions.
- Brand image – first of all, focus on building the eStore website. Building landing pages and the mobile version of the website are the basic elements that have a huge impact on how customers perceive you. If you don’t have your social media profiles yet, it’s time to show that your brand can also do the internet. Think of a strategy that will guide communication with clients.
- Optimize content to be search engine friendly – individual product descriptions, company blog, dedicated subpages, as well as customer reviews and well-organized page headers – these are the main elements affecting “how Google sees you”. Remember, the better the content, the better your chances of appearing in high positions in the search engine.
- Be mobile – Smartphones are now more than just devices for receiving calls and writing SMS’s. Modern phones are increasingly used as another device for web browsing. When planning the Omnichannel strategy, do not forget about it! Your company’s websites should not only open on the phone, but also be matched to the small screen so that navigating the site is not hindered by e.g. too small buttons. Responsive websites that automatically adapt to mobile devices seems to be a great solution
- Customer segmentation – reach your customers with selected, personalized offers. Personalization is a tool that supports sales. Customers like individual, tailor-made promotions. You can use mailing to invite local customers to an event or to test a product or service.
- Channel cannibalism – Combining all sales channels is a difficult task. Sometimes it comes to the situation that the most effective promotion and sales channel – e.g. an online store – are favored among others. Other methods suffer from this, which means that we cut off from customers buying stationary, who do not want or cannot buy online. Instead of giving up a channel, it is better to examine what can be improved in a given form of sales. For the Omnichannel strategy to be effective, it is necessary to manage the channels so as not to underestimate the others. Therefore, if we offer a discount for given products for stationary customers, it is also worth launching a similar promotion in the online store.
Omnichannel strategy implementation
From the marketing point of view, the effectiveness of promotional campaigns is increasing. A consistent and at the same time expected message by the customer increases his shopping frequency. And this, in turn, means that the costs of implementing new customer acquisition plans and increasing conversions are reduced.
From a sales point of view, the advantages of omnichannel are also obvious. Customers appreciate the companies they can contact via both social media messengers and, a traditional channel. Their satisfaction increases when they receive a consistent and helpful feedback. This is conducive to long-term relationships and increasing the number and value of transactions,
The digital revolution has become the driving force of many radical changes. What until recently seemed to be a song of the future is knocking on our door today. The online world undoubtedly affects reality, changing our behaviors, attitudes and values. The prosperous business should put the customer in the center of all activities. Only close observation and analysis of customer choices will allow you to upgrade your business to the next level.