Implementation of omnichannel marketing

Implementation of omnichannel marketing

Personalization implies capturing customer data as they go through sales funnel and motivating them through notifications, bonuses, and promotional campaigns to complete the funnel or make a new purchase via a website, call center, offline store or customer service.

Omnichannel personalized marketing includes the creation of customer-focused promotional offers that deliver the same value to each customer. We create an omnichannel marketing model that ensures efficient communication with customers across all possible channels of interaction.

Customers:

1. Retailers seeking synergies from online and offline sales
2. Companies willing to customize their marketing activities
3. Companies seeking to grow an audience of loyal customers

Stronger competition for engaging and retaining customers leads to a never-ending growth in marketing budgets. Companies that are not willing to endlessly increase their mass advertising budgets are turning to market and customer segmentation. The division of customers into segments with similar characteristics allows defining their needs more precisely and, consequently, increases the efficiency of product advertizing.

However, most of the marketing customization solutions focus on one channel only. Today, when customers switch between multiple channels,

(for example, choosing a product on a website and buying it in an offline store) these solutions can lead to a loss of context and customer churn.

Omnichannel marketing includes a single customer identification for all channels and at all stages of communication and interaction based on personalized promotional offers issued in each channel at all stages of the funnel.

The implementation of omnichannel marketing includes the audit of systems supporting promotional, sales, and service channels as well as their customization and integration.

Business benefits:

• Increased repeat sales through customization of promotional offers and customer interaction based on the customer's promo offer and rating
• Increased customer base through customer identification at all interaction points
• Reduced marketing budgets through the spending of advertising budget and discounts based on the customer's context
• Improved customer satisfaction through reduced unsolicited advertising and enhanced personalized service in offline stores, call centers, and customer service

Key practices:

Ensuring the simplest way to customer identification at each of the channels helps maximize the customer base growth.

Incentives for filling out questionnaires and gamification scenarios allow capturing all the information necessary for segmentation and deduplicating the records in the customer base, thus, forming a solid customer record.

Capturing all data on customer behavior at each stage of the sales funnel (website visits and behavior, contact center calls, orders placed via the website, offline shop or call center, follow-up service, feedback, and complaints) allows managing the current or future purchase incentive scenarios. For example, a customer will not receive a price reduction ad for a product purchased at the full price.

Different promotional terms for different customers will allow optimizing promotional budgets by increasing LTV, for example, to minimize the outflow of customers to the discount-buyer segment.

Sending newsletters through a variety of channels (e-mail, texts, web-push, Internet advertising, and website banners) and advertising campaigns that combine multiple communication channels (including options for customers to choose the method and frequency of communication) allow increasing incoming traffic and reducing rejections to receive advertisements.

Maintaining the context of a personalized promo offer for all customer interaction scenarios: promotional mail, home page, product layout, product card, shopping cart, and design allow improving the efficiency of personalized promos by increasing customer's trust.

Maintaining the customer's context, including the customer's rank calculated based on his/her LTV and CAC, city, goods viewed, cart, wish list, current orders, bonuses, and promos not only on website but also via the call center and in offline store gives the latter the confidence to serve the customer and increase the final conversion.

Identifying customer at all interaction points allows moving from the calculation of the spontaneous purchase conversion to the calculation of the final conversion based on the numerous ads that led to the purchase and taking into account the customer navigation between channels when buying, for example, between online and offline stores or between mobile and desktop versions of an app.

Measuring the efficiency of communication scenarios and personalized promo offers through reference group testing based on a more accurate calculation of conversion enables continuous improvement in the company's advertising and promotional activities.