Today’s shoppers move seamlessly between online and offline channels. As a result, thriving in this environment requires a strong omnichannel strategy.
Omnichannel marketing is well worth it. In fact, companies with omnichannel customer engagement strategies retain 89% of their customers.
Compare this to a 33% customer retention rate for companies with weak omnichannel strategies.
5 Marketing Strategies to Reach Omnichannel Shoppers
Here are five key marketing strategies to engage and convert today’s omnichannel shoppers.
1) Embrace Personalization
Personalization is at the heart of successful omnichannel marketing. Research shows that 89% of marketers see a positive ROI when they use personalization in their campaigns. Additionally, 60% of consumers say they’ll become repeat customers after a personalized shopping experience
Capitalize on the power of personalization by collecting, integrating, and analyzing your customer data including demographic, behavioral, transactional, geographic, psychographic, and customer feedback data.
Analyzing this data helps you form detailed customer profiles, which you can use to segment your audience based on common characteristics, preferences, and behaviors. These segments customize your marketing efforts to meet each group’s unique needs and interests, resulting in personalized experiences that boost engagement and conversions.
2) Map Out Your Customer Journey
Customer journey mapping is a powerful tool for gaining insights into the holistic experience of your customers as they interact with your brand across various touchpoints.
Start by mapping out the entire customer journey from the initial awareness stage to post-purchase engagement. This journey may involve multiple touchpoints, including social media, website visits, email communications, in-store interactions, and customer service interactions.
Understanding these key touchpoints helps you identify any pain points or areas of friction that customers may encounter during their journey. These pain points could include website usability issues, long wait times for customer service, or unclear product information.
In addition to pain points, identify opportunities for engagement and interaction with customers throughout their journey. These opportunities could include personalized product recommendations, proactive customer service assistance, or targeted promotional offers.
3) Optimize Your Mobile Experience
Research shows that 90% of smartphone users use their devices for pre-shopping tasks, including looking up addresses, hours of operation, and prices, discovering special deals, a certain product, product details, product availability, and product testimonials.
Ensure your website, emails, and advertising campaigns are mobile-friendly and provide a seamless experience across devices.
Implement features such as click-to-call buttons, mobile wallets, and location-based targeting to enhance engagement and facilitate conversions while consumers are on their phones.
4) Leverage Social Media
Social media platforms play a significant role in the omnichannel shopping journey, influencing purchase decisions and driving engagement.
Research shows the incredible impact of social media:
- 74% of shoppers research on social media before making a purchase
- Customers who engage with a business on social media spend 40% more on that brand’s products and services
- 71% of consumers who have had a good social media experience with a brand are likely to recommend it to others
- 55% of consumers first discover new businesses on social media
- 51% of consumers make plans to visit a business after a positive interaction with them on social media
Develop a strong presence on the social media channels frequented by your target audience. Create compelling content, run targeted advertising campaigns, and actively engage with followers to build brand awareness and drive traffic to your website or physical stores.
5) Provide a Seamless Shopping Experience
Offer shopping experiences that allow customers to move effortlessly between online and offline channels. Implement features such as click-and-collect, in-store pickup, and unified shopping carts to provide convenience and flexibility to shoppers. Remove barriers to purchase and streamline the shopping process to increase customer satisfaction and drive conversions.
If you found this article helpful, check out our Omnichannel Marketing Success Guide.
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