Online shopping allows you to buy anything, anywhere at any time. From clothing to grocery and electronic appliances, you can find anything online. Flexible payments, offers, and personalization has made the online purchase easier. But online shoppers do not stick to one channel. They jump between various channels to compare products and then make a final decision. In this article, you’ll learn how to build a perfect omnichannel marketing strategy for ecommerce.
However, despite the popularity of online channels, many of the shoppers even buy from a brick-and-mortar store. This means E-commerce merchants must focus on offline and online channels equally to drive sales.
Omnichannel marketing is a technique to ensure that customers have a consistent shopping experience throughout their journey. Compared to single-channel, omnichannel marketing has a 90% higher retention rate. E-commerce merchants can leverage omnichannel marketing and create an unparalleled experience for customers and increase ROI.
We have gathered detailed information on omnichannel marketing with the latest trends to assist you to establish a successful omnichannel marketing strategy in 2021.
What is the meaning of Omnichannel Marketing?
Omnichannel Marketing creates a flawless shopping experience for customers from the first touchpoint to last regardless of the customer’s channel. It focuses on creating your brand presence for both offline and online channels.
It’s important to take advantage of omnichannel marketing to win and retain customers. With the help of an enhanced omnichannel marketing strategy, E-commerce store owners can offer an amazing shopping experience to customers throughout their journey.
Why is Omnichannel Marketing necessary?
Omnichannel marketing is one of the important topics for E-commerce business. It creates a positive shopping experience for customers and drives sales to your website. It builds a positive reputation for your brand in the market.
Say, for example, you are tired the whole day working at the office. You want to get a cup of coffee before going home. But your favorite coffee shop is loaded with a long queue in the evening. You obviously can’t wait in that long queue after a tiresome day. What if the coffee shop accepts pre-orders. When you reach the shop, your coffee is ready, and quickly have a sip of happiness.
By using omnichannel technology and marketing strategy, E-commerce businesses can increase the customer experience and boost their conversion rates.
Benefits of Omnichannel Marketing Strategy
1 Better customers experience
What does your customer want? Online channels are increasing and so do customer touchpoints. Providing customers with a seamless experience throughout every channel can be possible with omnichannel marketing. Whether it is a mobile device, email, website, social media ads or push notification, the customer experience must be identical.
2 Increase in Sales and Traffic
Omnichannel Marketing can help to increase the sales and traffic of your website. Customers of omnichannel spend more money compared to a single channel.
3 Boost Customer Loyalty
In addition to spending more money, omnichannel customers are loyal to your brand. They perform repeat purchases from your store if they have a persistent shopping experience. They are also more likely to suggest and roar about your brand to their near and dear ones.
4 Better Data Collection
Tracking customers through different channels helps in serving a personalized shopping experience. The insights help owners to receive customer data and utilize it for future marketing purposes.
6 Terrific Omnichannel Marketing Trends for E-commerce in 2021
1 Inspect your existing marketing strategy
It is important to audit your existing marketing strategy instead of planning for a new omnichannel marketing strategy. Inspecting will give you insights into what worked and what failed. Along with viewing data, also keep an eye on how people of your business interact with customers.
Reviews of customers on social media and your website can even give you insights into what customers like. Hence, inspect all your channels and brainstorm ways to ameliorate your existing marketing strategy.
When you are working on an omnichannel marketing strategy, think like a customer. Right from visiting your website to completing the checkout process, notice if everything works smoothly and know where the experience falls short.
2 Omnichannel marketing strategy: Analyze and segment customers
Knowing your customers well is vital for omnichannel marketing. In addition to knowing the age, gender, and location of customers, you need to know customers’ online purchasing behavior and decisions. What channels do they use to reach you? Knowing customer’s behavior will help you personalize the shopping journey of your online store.
Once you study your customers well, it becomes easy for you to segment them. Customer segmentation is important because it will help you make communication better and personalize the journey of customers. You can segment customers according to the criteria of interests and purchase behavior. More precise audience segmentation, more successful omnichannel marketing strategy is.
3 Personalize the content
There are many ways to target customers to your website. Various channels offer various target options to drive traffic to your website. Whatever channel you use, make sure your content is personalized to make customers’ shopping journey delightful. Personalized content grabs customer’s attention. For example, a push notification with the name of customers will have a great impact and customers will be willing to at least have a look at your website.
4 Omnichannel marketing strategy: Apply Retargeting
Very few customers buy from you on the first visit because customers might not trust your website for the first time. It is stated that approximately 97% of visitors leave the website without buying and never return. This is why retargeting is essential for your marketing strategy.
You can recall what they searched for on your website. So, is an excellent way to recall customers about their visit. Retargeting will help you connect with your site visitors and grab a chance of converting them to your customers. Retargeting can boost conversion rates of E-commerce websites by 150%. With the list of website visitors, retargeting can help you encourage them to complete purchases from your store.
5 Utilize automation tools
While you plan your strategy, make sure you take the benefit of marketing automation tools. Marketing automation tools can help you segment the audience. You can even personalize the messages and schedule your posts on social media. Marketing automation tools also let you analyze the performance of your marketing campaigns.
Using marketing automation tools, you can save time, money and improve your marketing efficiency.
6 Omnichannel marketing strategy: Test and measure
While planning an omnichannel marketing strategy you must do A/B testing before keeping it into practice. Testing helps to know what is working and what is not. Hire Magento Developer for your Magento store. Professional developers can fix the issues with your store and fulfill all your store requirements. Based on the testing results you can alter your messages, images, and more. This helps you to be on the top of the marketing game.
Is your store Omnichannel Ready?
Being up to date with the latest trends is not easy for every online business.
Today many brands are leveraging the benefit of omnichannel marketing. Shifting from a single channel to an omnichannel is time-consuming and requires a lot of effort. But it’s all worth it.
What else do you want more than a happy customer who is willing to buy from you repeatedly? Omnichannel can enable you to achieve those customers.
Bio: Gaurav Jain is Co-Founder of MageComp and Adobe Certified Expert-Magento Commerce Business Practitioner. Being a Computer Engineer and possessing Extensive Marketing skills he handles all kinds of customer Queries and his Happy & Helping Nature makes customer’s day Delightful. When he isn’t working, you’ll find Gaurav Reading on Books or Traveling. Also, he is Speaker at Magento Meetups.Gaurav Jain