Investing in Omnichannel
Accompanying the customer along its journey down the marketing funnel
As more technological advances are implemented each year from the main big players in the eCommerce world, such as: Amazon and Walmart, brands are leaning towards experimental and innovative techniques to improve their online marketing and draw more customers to their sites.
Consumers today are of the “always on” type, they demand services to be fast, integrated and from an experience point of view; seamless. In other words, they expect a shopping experience that makes their lives easier and not the opposite.
Brands make an effort to attract consumers by building shopping experiences based on shopper insights. Here is where some brands have seen success by transforming their original products into an experience.
Known is that the “tech-savvy” segment has become one of the largest segments, a target that goes online and conducts lots of research, and becomes loyal to a firm once it has interacted with it. Another important segment is that of the “displayer of wealth”, a person who lives in a growing economy and prefers to deal with an expert voice, a human interaction such as a consultant.
Implementing an omnichannel strategy to follow both the experience and the transactions can be challenging from a technical point of view, however we believe that the benefits outweigh the costs.
Consumer Tracking
Implementing omnichannel capabilities have proven successful. Some of these capabilities have to do with the in-store experience.
Physical stores need to be lively, and offer an experience that is wider than the store itself. From IOT to sensors that capture how the clients interact with the space. These advances are incredibly important in some segments, such as electronics, where there is a significant importance on touching, feeling and overall, trying the products.
These type of capabilities empowers brands to blur the boundaries between online and offline, allowing them to engage with potential customers in a more meaningful way.
Smooth in-store experiences not only can provide powerful insights and help smooth over pain points present along the shopping journey, but can also help build customer loyalty.
The final take, is that brands need to consider their in-store experience as an opportunity, integrating emerging technologies that deliver a richer customer experience and that provides them with powerful insights to engage better and generate brand loyalty.