Marketing used to be a lot less complicated. Today, the way users interact with brands is evolving remarkably with continual changes in technology and the proliferation of channels. Consumers are no longer following a linear path when it comes to shopping. Switching between multiple devices and channels is the new trend. Once upon a time, in-person and online shopping used to be different events, but now switching between the two when making buying decisions and completing transactions is almost an everyday practice. To win, businesses should be available to customers through their preferred channels at the right time and right place. So, how do you give your customers what they want and when they want it? With a customer-driven marketing strategy that works.
To become the first choice of customers, you need to get your marketing strategy right. That is where omnichannel personalization comes in. With hundreds of definitions of what omnichannel personalization is in different industries, it can get confusing, and you might even get lost in the jargon. Some think omnichannel personalization is just another buzzword that has no significant meaning. But that is not true! With omnichannel marketing, you can enhance customer experiences by personalizing every touchpoint of their journey. This is done by tracking real-time insights into customer’s behavior and buying patterns.
There’s far more to learn than its basic definition, though. So, without further ado, let’s dive deeper into how to craft a customer-driven marketing strategy that works.
What is Omnichannel Personalization and why is it important?
Omnichannel personalization is focused on understanding customers through their behavior across all channels and targeting them proactively. From a customer’s point of view, this means tracking their preferences, history, and actions across all devices and platforms, and gathering data to understand their needs and preferences which appeal most to them. Customers only come back if the experience they got was an unforgettable one. So, as a marketer, make sure you grab the opportunity to make their experience count.
Just having satisfied customers is not enough in today’s era. If you want a booming business, you have to give the customer what they want when they want it. With time, omnichannel marketing is growing in popularity. A study mentions 67% of eCommerce companies say omnichannel is “very” or “quite” important to their business. Companies using omnichannel strategies retain 89% of their customers, and those who don’t only retain 33% of their customers. Another set of incredible stats shows omnichannel personalization connects with customers 4.3x faster than the business benchmark and 43% higher than single-channel promotions. This means using a combination of multiple touch-points and displaying relevant messages to customers at the right time on the right channel yield higher engagement and conversion rates. The stats say it all.
Now that we know why omnichannel personalization is the need of the hour, let’s see the keys to succeeding by creating a customer-driven marketing strategy that works. Businesses lose out when they lack a foolproof plan that will help make a difference. Here are the tips and tricks you need to learn to improve your omnichannel retail strategy.
