10 omnichannel marketing trends in 2020 that your brand needs to know - Part 1
Feb 12, 2020, 316 views
2020 is already knocking at the door and leaves behind a year marked by an important appreciation of omnichannel strategies when it comes to thinking about online businesses. Research has revealed that a significant number of brands have decided to take at least a few steps towards adopting to some extent the techniques of omnichannel sales.
Another symptomatic point is that the number of companies that started to give more value to provide the customer with a pleasant experience also grew, taking the focus off the immediate result and betting more on the process as a whole. With these signals, the question is: What would be the omnichannel trends for 2020?
In this article, you will learn about 10 paths that will probably be followed by brands in the direction of adopting and even going deeper into the omnichannel sales logic, according to the opinion of several leading professionals working in e-commerce.
1. Improving checkout
Traditionally, check-out is one of the points in the customer's journey that most often frustrates expectations. The abandonment of the process always tends to occur close to check-out, which leads specialists to deduce that something seems to shake the customer's trust.
Another point involving check-out is that it occurs in a much larger number on computers than on smartphones, which sounds somewhat unexpected, given that other stages of the sales process, such as the search for products or the visualization of ads, happen more on mobile devices.
One of the explanations for this may be a greater difficulty in working with several windows open at the same time or moving between them, which often happens in a sales process, when the customer needs to assess the feasibility of carrying out a checkout. product and to do so consult simultaneously other environments, such as your online bank or even the good old calculator.
Thinking about problems like these, which affect check-out, some measures were proposed, such as the creation of systems that simplify the customer's journey to check-out, ways to inform the customer more clearly about data as a form of payment. and interest rates or the possibility to store some of the information obtained along the route, during the survey.
2. Higher investment in support
These figures can be impressive, but no less than $ 75 million was lost last year thanks to problems with poor service, according to research. This leads to the assumption that the good possibilities opened with omnichannel strategies have not been accompanied by good service processes. One of the bets for next year to act on this failure is the live chat.
First, because the satisfaction rate for this service is very high, exceeding 90% of those consulted. Second, due to its dynamism, since it can be used on any page, whatever the stage the client is in. For smaller companies, which would not be able to invest in a well-trained team, there is still the possibility of using automated response tools. They still have a lot to evolve, it is true, but they already handle a lot of situations. Chat, without a doubt, is a trend.
3. From campaign to customer
A natural path taken by omnichannel marketing and which is expected to intensify in 2020 is to advance the focus on the customer instead of the campaign as a whole. This has a direct impact on the way brands communicate with their customers. The efforts of companies will be increasingly towards seeking empathy with each individual client and not with an “ideal model” of client.
The increasing improvement of the technological tools used in e-commerce and the innovations that keep coming are leaving the customer more and more full of options, and the result of this will probably be the high qualification of the customers themselves to make their choices. The customer will thus become something easier to decipher and satisfy, and it will be the task of omnichannel marketing to carry out this process.
4. Brands are moving towards humanization
One of the visions that have developed the most on omnichannel is that brands need to reach the customer. Among the strategies that have been adopted to achieve this end are actions involving social media, where it is possible to cultivate greater proximity to the customer. The era when companies simply invited people to buy the product is no more.
Therefore, brands should, for example, use YouTube to address stories that have to do with customers' lives and realities. A post on Facebook or Instagram will have to seek greater involvement, before suggesting the purchase of a product. Anyway, creativity and focus on people and human stories should be a path that will gain more body next year.