Why bet on omnichanel strategy to leverage sales?
Aug 26, 2019, 121 views
Unsurprisingly, consumer behavior has changed, a lot. Given this, it is extremely important for retailers to be aware of best practices in the market, putting consumers ahead of strategic sales channel decisions. In retail, for example, customers are looking for price, but are also looking for delivery, shipping, payment terms, shopping experience and the ability to purchase a product online and pick up at the physical store (called Click and Collect). . The latter is undoubtedly the most important of an omnichannel strategy.
According to Google, approximately 42% of online consumers believe that multichannel is the most important aspect in deciding a purchase. This shows that brands need to create innovative actions that impact their audience on both online and offline channels. Therefore, I believe one of the important steps is to integrate physical and online stocks through an ERP. This way you can manage both simultaneously, eliminating the chances of giving any kind of error.
For multichannel implementation to work, unifying communication is an important step in business success. Today, there are many retailers who communicate differently with who buys in-store and who prefers to buy a product on the site. This, in addition to causing confusion, shows that the brand does not have a 100% aligned and defined identity. In this case, I suggest that messages served on websites, stores, and even social networks follow a pattern.
Today, you can also use multiple placements to advertise online with a store's physical inventory, such as Google Shopping. On Facebook and Instagram, for example, possibilities for geo-targeted ads can deliver offers to people within a mile or two of the physical store. Waze, in turn, can impact users who drive by in front of establishments. And these are just some of the on and off strategies that can be executed with a focus on multichannel.
When we talk about the best tools for communicating with your audience, digital channels today undoubtedly have immeasurable capillarity and impact. In addition to charging for performance, that is, for clicks or conversions, are much cheaper compared to traditional media. In digital, retailers have much more freedom and can build audience and get real-time feedback from their specific campaigns or ads. The consumer is increasingly connected and your brand needs to be as well.
Finally, I believe digital has made consumers more empowered. In the past, the marks were at the center of the conversation and held the power of the message. Today this reality has been reversed. After serving an ad, the consumer's voice has more weight than the ad itself. The customer said more about the campaign than the advertising itself. Therefore, being aware of new media, having the right tools to respond quickly to the demands of new consumers and, above all, having a competent partner to assist during the digital transformation process, is essential to differentiate yourself from competitors and be truly disruptive in retail. . So, are you ready?