Omnichannel strategy to build customer loyalty

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Omnichannel strategy to build customer loyalty
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(No Transcript)
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• Saying that todays consumer wants it all isnt
  an understatement, its actually stating a fact.
  And whats more, building real brand loyalty
  means you need to be the business that gives it
  to them.
• Modern day consumers anticipate they will be able
  to view your products online, download exclusive
  offers to their phone through your loyalty
  program while they browse in your online or
  brick-and-mortar store, and then be able to boast
  about their purchase on their Instagram feed
  before deciding that in the end, they prefer the
  green sweater over the red, and enjoy a nearly
  effortless return and exchange experience.

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• While most competitive brands realize the need
  for an omnichannel strategy, a significant number
  stop short of developing a plan to maintain a
  consistent brand image across all channels. A
  recent McKinsey Research study found that many
  brands like The Gap, Williams Sonoma, and Crocs
  brands that once seemed to have the corner on
  brilliant marketing strategy sewn up just a few
  years ago are now falling short of creating a
  fully cohesive omnichannel experience, and the
  fractures are showing in revenue.
• So what defines a top-notch omnichannel
  experience in modern commerce? How can you avoid
  some of the bumps in the road on which other
  brands are stumbling?

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• Here are 3 of the most important areas on which
  to focus your attention, and some tips on how to
  build a unified, high-performing omnichannel
  experience that boosts both customer experience
  and customer loyalty.

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The 3 Cs What Makes Great Omnichannel
Experience

• 1. Consistency
• Maintaining consistency is extremely important
  when implementing an omnichannel strategy.
  Creating experiences based on a unified brand
  presence is part of building a strong brand your
  customers both recognize and understand on all
  your brand touchpoints.
• As we discussed earlier in the article, with
  todays hectic schedules and busy lifestyles,
  consumers rarely complete a purchase during the
  same cycle in which they first began shopping,
  and infrequently finish a purchase using the same
  device or access point where they first began
  shopping for your products.

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• A decision to shop for new running shoes often
  starts on a smartphone, gets comparison shopped
  on a tablet, gets put into a favorites list on a
  laptop, and then gets purchased in your store
  once theyve tried on the shoes to verify fit and
  style. Therefore, if youre not offering a
  satisfying and similar level of service and
  satisfaction across all those touchpoints,
  chances are, you will lose that purchase
  somewhere in the mix. The service and experience
  you offer on all channels also needs to flow
  effortlessly.

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• Brands that struggle with providing this cohesive
  flow often do so because they suffer from
  Fractured Brand Syndrome. Fractured Brand
  Syndrome is often the result of a brand that is
  struggling to make the most and best use of
  their customer data or is falling behind on their
  data analytics. Siloed data customer data that
  is stuck in different departments and not being
  stored in one ecosystem-wide CRM is frequently
  the culprit behind Fractured Brand System and can
  be the biggest enemy to a successful omnichannel
  brand strategy. The key is to have a CRM system
  like Group FIOs Insight Marketing Platform,
  which frees your data and provides both a
  360-degree viewpoint of your customers.

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• 2. Convenience
• Maintaining consistency is important when
  implementing an omnichannel strategy. Creating
  experiences based on a unified brand presence is
  part of building a strong brand your customers
  recognize. While this includes consistency in
  brand styling, iconography, messaging and tone,
  it goes deeper than that.
• Customers today expect to have a picking up
  where I left off experience whenever they access
  your brand. Nothing frustrates modern shoppers
  more than having to start all over again, whether
  it be entering their demographic information,
  their search criteria, or their unsaved login
  information.

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• You need to build an omnichannel whose
  touchpoints offer a consistent, fulfilling
  experience whenever they interact with your
  brand. The need for convenience is a major
  component of lasting customer loyalty. 86 of
  consumers indicate that a brand that consistently
  provides a convenient, easy-to-navigate online
  shopping experience is one to which theyll stay
  loyal.
• 3. Communication
• Customers are looking for useful, personalized
  communication from the brands to which they are
  loyal. As a result, brands that keep customers
  updated generate higher ROI, and this combination
  builds real Customer Lifetime Value.

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• Today, brand-to-consumer communication can take
  on many forms emails, apps, SMS texts, coupons,
  special offers, blog content, white papers,
  podcasts, etc. The key to communicating, however,
  lies primarily in one area personalization.
  Customers today expect that whatever
  communication they receive will be content that
  is anything BUT generic, run-of-the-mill
  messaging, but will instead be content that is
  specifically curated for their tastes,
  preferences, and behaviors.

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• This includes coupons that reflect their search
  histories and favorited wish list items,
  newsletters that showcase their interests, and
  email drip campaigns that connect with them on
  topics that add value to them in some way. By
  utilizing collected customer data, your brand can
  continually segment your audience and develop
  specific content that highlights the strength of
  your brand by its ability to focus on customer
  communication.

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Building a Robust Omnichannel Experience Key
Takeaways

• Implementing an omnichannel marketing strategy
  can at first seem overwhelming to businesses
  concerned their brand might get stretched too
  thin, but by adopting a comprehensive CRM into
  your approach and focusing on some key areas of
  customer experience, its entirely possible to
  achieve. Here are some key takeaways to keep in
  mind

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• Understand Your Customers Behavior Find out
  how customers behave across all channels and how
  much time they devote to each platform. Create a
  comprehensive plan as to how you want to
  translate the experience throughout all
  touchpoints.
• Know more please visit our blog page
  https//www.groupfio.com/using-omnichannel-strateg
  y-to-build-customer-loyalty/