Fail-Proof Methods for Launching an OmniChannel Marketing Strategy

by Viget Labs on Nov. 12, 2019

Omnichannel marketing seems pretty complex to most ecommerce marketers. However, we know that customers are looking for an omnichannel experience, and are willing to reward merchants who provide it.

Omnichannel marketing is when you create a seamless, integrated customer experience across several channels.
While that might seem difficult to achieve, however, I’ve got 4 key steps to help you implement your own omnichannel marketing strategy.

Let’s get started!

Create a Company-Wide Omnichannel

  • Marketing notices that the customer has signed up for a newsletter or clicked through an email campaign.
  • Sales sees that they’ve abandoned a cart/made a purchase.
  • Customer success gets a quick chat with them on shipping times or feedback post purchase.
  • A customer is going to have several different touchpoints with your brand before they commit to a purchase or even reconvert. Each one of those touchpoints provides us with data, and that data needs to be centralized.

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The first thing you need to do in order to properly implement an omnichannel strategy is to get the entire company, and all of its processes, on board with omnichannel.

Meaning that your company needs to put the customer at the center of everything, and each new process needs to be audited for “how does this benefit the customer?”

For example, there are hundreds of different places where a company might gather data on a customer:

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Every person that might have contact with a customer needs access to that data.

It means that if a customer leaves your site after abandoning a cart, that they’ll see a Facebook or Google retargeting ad for that product around the same time that they’ll get their first abandoned cart email. Or maybe the next day, they’ll get a push notification with an offer for free shipping if they come back to complete the purchase.

You want the customer to have a completely unified experience, no matter where they come into contact with your brand.

This means that every department in your company needs to shift their thinking to omnichannel for this strategy to really work. The only way to create a cohesive experience for your customer is to be cohesive within your company first.

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Nate Sullivan, Gooten

You need to put yourself in your customers’ shoes. How do they experience your site? How do they experience your brand across every channel where you’re present?

You need to review the whole experience from A to Z in order to really understand how your customer experiences your brand. Perform Google searches for what you think your customer might look for - do your print on-demand products appear?