Did you know that companies with omnichannel customer engagement strategies retain 89% of shoppers compared to simply 33% for those with a weakened omnichannel strategy? Furthermore, Google research claims that 42% of in-store shoppers search for information online while in-store.
Another extensive study by the Harvard Company Review analyzed the shopping behavior of just over 46, 000 customers and focused on which stations they used and why. Here are the eye-opening results of the survey for omnichannel customers:
- 73% use multiple stations and retailer’ s touchpoints during their purchasing journey – such as smart phone apps, in-store digital equipment (think: interactive catalog, price-checker, tablets), in-store pick-ups, online sites, etc .
- These people spend typically 10% more online than single-channel clients.
- They conduct prior online research, leading to 13% greater in-store spending .
- They demonstrate greater loyalty . Inside six months of a shopping encounter, they logged 23% a lot more repeat shopping trips and were more likely to recommend the brand to family and friends than those who used a single channel.
The articles are on the wall: Fusing the shopping experience across channels – or in other words, omnichannel marketing – is the future, and the future is at this point.
To that end, let’ s look at four examples of brands that are offering a seamless omnichannel experience and blurring the lines among physical and digital shopping, one channel at a time.
The top 4 brands with an omnichannel experience worth emulating
one Target’ s Partnership with Pinterest
Target combined with Pinterest to incorporate its visual search technologies – Lens – into the retailer’ s app and desktop website.
The concept : It will empower Target shoppers to take a photo of any product and find comparable items available for sale at Focus on. In other words, the camera can be substituted for a keyword lookup.
How will this help?
- Enable a rich and easier way of exploring Target products
- Drive more clients to Target’s online site
- Increase the brand’ s ad buy along with Pinterest
- Assist catch customers at the ‘ moment of discovery’ and push them into the buying cycle via Pinterest instead of popular search engines like Google
The learning: Combining the ability of omnichannel marketing and visual search (or sound search) can provide brands the advantage over their competitors.
2 . Starbucks’ Omnichannel Funnel
Starbucks’ omnichannel strategies would be the stuff of legends. To stick to the social distancing norms and make things simpler for the customer, the brand recently rolled out the “ Mobile Order and Pay” initiative in India:
The idea: Here’ s how the process functions:
- Customers download the latest Starbucks India mobile app.
- They switch on the location or GPS services to allow the app to show the eligible stores.
- They register to become a My Starbucks Rewards member and provide their own mobile number.
- They order and spend ahead for an order utilizing the Mobile Order & Spend feature, without having to wait in the queue at the nearby Starbucks store. They simply go and pick the order upward when it is ready:
Other benefits include the ability to:
- Customize the drink.
- Pay utilizing a registered Starbucks Card.
- Add balance to the card through the app plus earn Stars on each order.
The learning: Integrating offline and online channels can provide users with convenient, personalized, and contactless transactions – a must in today’ s business environment.
3. Lululemon’ s Video clip Chat and Mirror Function
Athleisure brand, Lululemon’ s i9000 omnichannel strategy involves constantly evolving the physical experience with digital driving momentum to create the “ ultimate omnichannel experience, ” as the brand puts it.
Take, for instance, the brand’ s “ Movie Chat” feature on the website:
It enables one-on-one interactions with customers and enables a more personalized experience:
Then, of course , you might have the intuitive and futuristic “ Mirror ” feature – called as “the world’s very first nearly invisible gym” – that allows home-style workouts via a mirror-like device. Basically, associates can select from a huge assortment of customizable workouts, on-demand classes, and one-on-one virtual fitness training sessions, and train on a reflective mirror-screen hybrid:
The learning : By integrating the latest technical tools, brands can bridge the gap between the actual physical and virtual shopping experiences, as Lululemon demonstrates. Overall, the brand is able to deliver a memorable, shareable, repeatable, and addictive shopping experience to its loyal customer base .
4. ModCloth’ s i9000 Live Chat Feature
Manufacturers are increasingly using conversational customer experience platforms for example Acquire to deliver a seamless user experience. Take, for instance, ModCloth’ s live chat feature that enables customers for connecting with support agents instantly and have their queries tackled in real-time:
For brands such as Nike that do not offer 24 x 7 live support and cater to a more global audience, they inform customers of the agent’ s i9000 next available slot and allow users to send their concerns which can be addressed by the following available agent. This way, no customer goes unnoticed, plus none of their queries slide through the cracks, making the feeling positive and complete:
Brands can also take advantage of chatbots , a. k. a., conversational agents, to offer personalized program to customers and offer contextual support from the get-go, since American Eagle’s bot “ Aerie” demonstrates below:
The bot can also be trained to offer predetermined options that customers can choose and leverage a relevant and hyper-personalized shopping experience:
These tools can also be used to capture critical client data and gather feedback in real-time to improve the user experience as well as the product providing.
The learning : Using technical tools such as live chat and chatbots facilitates an even more seamless and personalized consumer experience, encouraging repeat purchases and boosting customer engagement round-the-clock.
Customers today live in a channel-rich environment. For brands to raise the bar, providing a smooth and consistent omnichannel encounter has emerged as a basic necessity.
With changes in purchaser behavior and a dynamic shift in virtual shopping, due to COVID-19, traditional brands will have to pivot their customer wedding strategy. Additionally , they will need to focus on creating an omnichannel funnel (and not just an isolated strategy) – one that understands the customer’ h needs and provides them with the friction-free and consistent experience across every touchpoint. Ideas?
Guest author: Srushti Shah is an ambitious, passionate, and out-of-the-box thinking woman having vast Digital Marketing exposure. She is working as a Digital Marketer and Content writer at Acquire . Her key focus is to serve her customers with the latest innovation in her field, leading to quick and effective results. Working beyond expectations and providing the best possible results in her professional motto. Other than work, the lady loves traveling, exploring the euphoric pleasures, and spending quality time along with family. Reach out to Srushti Shah on Tweets or LinkedIn
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