The secret behind successful omnichannel selling
The most challenging aspect of omnichannel selling is arguably delivering a consistent customer experience at every touchpoint. For many retailers, ecommerce is not a standalone entity. If you also operate brick and mortar outlets, or sell directly on social media, all of these channels should be equally integrated into your overall strategy.
The most important thing to remember is that omnichannel is about putting your customer – not your product – at the center of all decisions. Meet your customers where they shop, and respond to how they interact with your brand.
Understand why they shop where they shop
Convenience, price, and free shipping were the top three reasons U.S. consumers across all generations chose to buy an item at a branded online store. The ability to touch or try on an item before purchase is the number one reason U.S. consumers shop at brick-and-mortar stores, although older generations are more likely to prioritize this than younger shoppers.
Understanding your customer personas, and what their individual paths to purchase are, is the first step to a seamless omnichannel journey. Don’t be afraid to test different approaches to measure which channels or messages have the most impact.
Tracking and data capture
Capturing shopper data and tracking their shopping journey is both more important and more difficult when there are multiple channels involved. Multi-touch attribution is non-negotiable to do this successfully.
Incentivize shoppers to subscribe to your database by offering exclusive offers or discounts in return. Use UTM links to attribute visitors to the ads or campaigns they came from. Review your data and reporting on an ongoing basis to identify opportunities for improvement.
Automate where you can
Managing an ecommerce store can be time consuming. Throw multiple other channels into the equation, and things get overwhelming very quickly. Automation is your friend when it comes to making the most of your time and keeping the wheels moving with minimal manual intervention.
Leverage rule-based merchandising on your online store to adjust product results based on stock levels, create time-limited campaign landing pages, and carry the promotional messaging you use on other channels throughout your site.
Focus on the customer experience
As you refine the technicalities and details of your omnichannel strategy, don’t forget about the customer. It’s easy to get wrapped up in what makes it easiest for you to track and target your shoppers. Make sure to step back and experience the journey from the customer’s perspective. Is it engaging? Does it tell a story? Does your brand have a voice? Or are you so wrapped up in metrics that you’ve forgotten about the experience?
While there is a lot of planning, tracking, and iteration involved in omnichannel selling, the act of omnichannel shopping should feel intuitive, consistent, and seamless for the customer.
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