What is Omnichannel Marketing for eCommerce?
Modern customers prefer to bounce between channels when interacting with an online eCommerce brand to make an informed purchase decision.
Interactions with multiple channels bring confidence and trust in their connection with an online business brand.
Omnichannel marketing for eCommerce allows the building of highly personalized customer experience through a seamless message.
Omnichannel marketing involves using diverse marketing channels to serve eCommerce customers based on their behavior through the sales funnel.
For example, it is common for brands to send across emails and SMSs regarding promotions as customers shop in-store.
Other common causes of omnichannel marketing for eCommerce include warning customers about cart abandonment through FB Messenger and pushing retargeting ads for the abandoned product.
Thus, omnichannel marketing for eCommerce is all about creating a well-integrated start-to-end online shopping experience for customers.
It is the kind of marketing that combines multiple marketing channels to build a unified voice and brand for the eCommerce business.
How has Omnichannel marketing for eCommerce evolved?
Omnichannel marketing for eCommerce has evolved dramatically over a relatively short duration.
Online business brands that go omnichannel in terms of their marketing help their customers shop seamlessly across multiple platforms.
Ideally, the omnichannel way of marketing is designed to foster communication and evaluation between leads and sellers.
Omnichannel marketing for eCommerce began in 2010 as an upgrade on multi-channel marketing.
eCommerce brands preferred the idea of curating shopping experiences that were accessible to customers on all platforms.
An IDC Retail Insights report published in 2010 concluded that omnichannel marketing increased the transaction size by 15-35% as well as customer loyalty by 5-10%.
With increased cell phone penetration and widespread adoption of online shopping habits, more and more online retailers adapted omnichannel practices for marketing.
By 2014, omnichannel marketing for eCommerce grew to be an online business essential. Marketing through omnichannel is the future of digital sales.
How should I make the shift to an omnichannel strategy for eCommerce?
Looking at the success rates of omnichannel marketing for eCommerce in terms of customer behavior, all kinds of eCommerce businesses are looking forward to implementing one.
Here is a precise guide to help retail enterprises to shift to an omnichannel strategy for eCommerce.
1. Get the Whole Marketing Team Onboard to go to Omnichannel
All members of a marketing team need to work on an omnichannel strategy to achieve successful outcomes collectively. Once involved, every member of the team can use the customer data to create a better experience.
With relevant data from multiple sources, marketers can present the most vital message to the eCommerce customers, at the correct time.
Data from customer operations can be used for merchandising profitably and maintaining interaction flow with the target market.
If the whole marketing team is involved in omnichannel operations, they will be able to respond and interact with the customer better.
When all marketing channels sync together to generate a wonderful customer experience, it leads to the success of omnichannel marketing.
2. Research About Your Customers
Successful omnichannel marketers try to learn everything they possibly can about their customers.
They analyze the customer experience, interacting with all of the marketing channels. Sometimes, they also employ external people in evaluating the overall customer experience.
Next, feedback should be accepted at several stages of their customer journey. This helps them address the pain points in a more poised fashion.
3. Target Your Messages Strategically
The success of an omnichannel marketing strategy also depends on how well the marketing team implements targeting and personalization.
Omnichannel marketing is renowned for offering a deeper level of customization; thus, marketers must use data from various channels to craft highly targeted messages.
Leveraging the in-depth data from customers, omnichannel marketers begin with segmenting your subscribers into different sections.
Smaller groups with specific traits help with personalization efforts. Customer segregation can be based on factors like demographics and gender, etc., or based on their interaction with different channels and campaigns.
Marketers often track customers’ shopping behavior like their place in the customer journey, shopping frequency, and last purchase, etc.
Ideally, marketers can send across messages to customers at any given time in their purchase journey.
The use of automation tech to trigger messages when a particular action is performed by a customer helps form connections with them.
Messages pushed forward with relevant context have higher chances of responses from customers.
4. Test Rigorously
Improving the omnichannel marketing strategy is a gradual process that happens as customer data is both collected as well as analyzed by the marketers.
Teams should also test different messages headers/subject lines along with images to track their impact on overall customer engagement.
Brands need to test their process and continue to track the kind of messages that are being responded to by different types of segments.
This is how they can reach the perfect formula for omnichannel marketing. In the end, they can update and re-audit their customer experience regularly for optimal results.
Examples of Omnichannel Marketing Strategy that Worked in eCommerce
Sephora wanted to convert an overwhelming shopping experience into an engaging one through omnichannel initiatives.
The beauty giant launched a hit omnichannel strategy for their beauty insider and beauty bag members.
Their programs allow members to get insider news from the beauty industry, which is nothing less than a privilege for beauty lovers.
They can also access their beauty bag account from several channels like email, mobile app, in-store, and official website.
This omnichannel strategy focuses on boosting conversion rates through robust a email list for direct marketing.
2. Neiman Marcus
Luxury lovers who seek to shop in an elevated experience often log on to Neiman Marcus.
The company leverages analytics to create marketing strategies that get smarter with every engagement.
The online website remembers the size preferences from past searches and even uses advanced tech like geolocation to feature items in nearby stores.
Their email marketing campaign pushes forward new arrivals known to be of interest to the customer.
The official app even allows users to upload a photo of an item they like and view all similar items available in the store.
How is Omnichannel Marketing the Future of eCommerce?
Online businesses are using omnichannel marketing to create a well-synchronized shopping experience for shoppers through different marketing channels.
They aim to end up with better customer engagement, sales, and brand loyalty through omnichannel marketing. Marketers also benefit from the wholesome control of all marketing channels.
By 2023, the global omnichannel market platform will be worth $11.1 billion.
More and more online businesses are adopting omnichannel marketing because of the proven surge in customer retention rates it promises.
Marketers take an omnichannel approach in a quest to build a sustainable business.
The future of online businesses lies in an omnichannel approach to marketing. Customers increasingly count on brands that are omnipresent on their preferred marketing channels.
Building an omnichannel experience helps companies offer their customers a level of service that will set them apart.
Omnichannel Marketing for eCommerce: List of Platforms and Service Providers
|Website / Platform||Description|
|sendmark.io||Email & omni-channel marketing platform|
|vizury.com||Vizury Engage360® is an AI-driven omnichannel marketing platform that optimizes the potential of each channel and delivers integrated consumer experiences across connected devices.|
|gamooga.com||AI powered Omni-Channel Marketing Automation Platform.|
|madgicx.com||Madgicx is an omnichannel marketing platform with creative intelligence and autonomous ad-buying capabilities that optimizes ads across Facebook and Google.|
|app.omnisend.com||Omnisend is a powerful omnichannel marketing automation platform built for growing ecommerce businesses.|
|bluevenn.com||BlueVenn CDP and Omnichannel Marketing Hub unifies all your customer data into a Single Customer View and provides omnichannel marketing tools to deliver personalized, realtime marketing campaigns across all your marketing channels.|
|directmail.io||A cloud-based omni-channel marketing platform|
|surge.media||End-to-end omni-channel Marketing Platform; focused on scaling our clients.|
|resulticks.com||Next generation data-driven, omnichannel marketing automation platform for real-time engagement, seamless experiences and top-line growth|
|tailwindemea.net||Industry’s First Predictive Omni-Channel Marketing Platform Serving Agencies and Brands.|
|critmedia.com||Crit Media specializes in omni-channel marketing automation services, strategy, integration, and implementation with expertise in Marketo and Salesforce.|
|onemarketing.dk||The fastest and easiest way to omni-channel marketing automation and extreme personalization. We work with the leading marketing automation technologies.|
|yopoint.cn||An Omni-Channel Marketing Tool for SMEs.|
To pursue the omnichannel way of marketing can be demanding for an online business. If this gets you wondering if all this effort is worth the results it reaps, the answer would be affirmative!
Businesses need to understand their customer journey thoroughly, to begin with, identifying all the possibilities that lead a prospect into becoming a customer.
The simple truth is that the more the channels used to engage an online shopper, the more the lifetime value it creates for them.
Are you pursuing omnichannel marketing for eCommerce? Does your eCommerce business face any particular challenges when it comes to cross-channel coordination?
Regardless of the challenges you face during cross-channel coordination, an online business must aim at getting each customer touchpoint to educate the prospect and lead them through the buying funnel. This is the secret sauce for successful omnichannel marketing for eCommerce.