Omnichannel strategies aim to achieve a long-term relationship with users, adapting to their needs and purchasing behaviors. Some keys to building these connections over time have to do with updating the data and listening to the audience.
Has it ever happened to you that when you enter a brand’s website you have the possibility to choose whether to send a message by email, communicate through their social networks or visit the physical headquarters? This is precisely the experience proposed by omnichannel strategies , which focus on sales and service, both in the shopping experience and in user onboarding .
But for such a strategy to work and its results to be satisfactory or superior, customer data must be integrated in order to build profiles of each one, in such a way that it is possible to generate more personalized interactions.
In fact, according to a study carried out by the market intelligence consultancy, IDC , consumers who live omnichannel experiences are 30% more likely to create ties with the brand for long periods of time than those who buy through a single channel.
According to the same study, companies that have a consolidated omnichannel strategy obtain a loyalty percentage of more than 89%, compared to 33% of companies that do not use them. Therefore, these are some recommendations:
- Know who your buyer persona is
Know clearly what is the personality and behavior of your target audience. For this, market research with real data from your users is key.
- The main thing is your client
The channel unification strategy should be around the consumers and not the company. Here, it is important that the basis of the strategy is a satisfactory experience from start to finish for your consumer.
- Reduce response times in customer service
At this point, you can use artificial intelligence or automation processes that allow you to speed up response times to a user’s request.
- Integrate and measure data
The data that you obtain from the physical experience of the users with your brand is important to cross it with the digital one. The metrics give you an analysis of the buying behavior of your customers, their frequently asked questions, the journey they take through your channels, at what moment they decide to buy or at what step of the experience they disconnect.
How do companies benefit from omnichannel experiences?
- You have an overview of all the interactions that a person generates with your brand. This makes it easier for you to design a more personalized customer journey .
- You guarantee consistency and homogeneity for your consumers in the different communication channels, increasing sales and having a greater follow-up of them.
- Online and physical experiences at the same time. For example, your customers can buy online and finish their purchase at the physical location or they can use their devices to live different and unique digital experiences at the point of sale.