Companies with an omnichannel approach are proven to see an annual revenue growth of 9.5%, so what are you waiting for?
The ecommerce landscape is forever changing as we see new technological advancements and changes in buyer behaviour. As consumers, we have so many choices that tiny inconveniences can completely sway our decisions, and coming across marketing content can lure us in at the most unexpected times.
Nowadays, shoppers are engaging with brands through various platforms. As well as just visiting an online or physical store, a string of ongoing communication is maintained through social media, mobile apps, email marketing, printed material, and more.
(Image source: iStock)
Why Is Omnichannel So Valuable For Ecommerce?
Omnichannel strategies are becoming increasingly important for ecommerce businesses as over 50% of shoppers engage with four touchpoints before making a purchase. Today’s consumers are not only on the hunt for better prices but seek wider selections and maximum convenience.
By integrating a campaign across social media, websites, mobile apps, and physical stores, brands are targeting consumers wherever they are, providing consistent access to product information, promotions, and support. By facilitating easier and more frequent interactions, the omnichannel strategy is much more likely to sway consumer behaviour to your advantage.
In this article, we delve into eight effective methods that you can use to attract consumers to your online store, creating a seamless shopping experience and boosting engagement across multiple channels.
Launch personalised ads
It is shown that the average person is exposed to around a whopping 10,000 ads per day, so what makes yours stand out from the rest?
70% of consumers say a company’s understanding of their personal needs influences their loyalty. In today’s day and age, personalisation is expected at every touchpoint during an omnichannel experience, appealing to the needs of the customer instead of overwhelming them with underwhelming advertising material.
Segmenting your audience into smaller groups is a good practice that allows you to really tailor your messaging and provide a personal feel. These may consist of groups broken down by different demographics, spending habits, favourite product categories, or lifestyle choices.
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Know where to find your audience
Deciding which channels to focus on during an omnichannel marketing campaign will allow resources to be used in the areas more likely to create business results.
Whether your audience are avid social media scrollers, commuters exposed to print marketing, curious Google searchers, or traditional word-of-mouth buyers, determining where your target audience is most tuned in is an essential part of the process.
Diverting efforts towards the most relevant channels and utilising creative ways to drive consumers to your website will help increase conversions and provide a tailored approach that delivers.
If you’re not sure where it is best to reach your audience, look into data from previous marketing campaigns or carry out surveys to build up a buyer persona.
Introduce a loyalty program
An omnichannel loyalty program aims to reward loyal customers. Most commonly, this will consist of earning points when making orders that, in turn, lead to personalised promotions or discounts.
These accounts can be used to gather points on orders both online or in-store, incentivising purchases and offering special deals for program members only. Many loyalty accounts also have access to exclusive content and expert insights.
This strategy helps to make customers feel special, allowing them to gain exclusive benefits and build a stronger connection to the brand.
(Image source: Starbucks)
Create a mobile app
So far in 2024, 70% of ecommerce purchases were made via a mobile app rather than a mobile website. Providing a streamlined shopping experience that not only provides a user-friendly interface but allows a shopper to track points and unlock personalised promotions, mobile apps are becoming more popular.
In many cases, a shopper may be encouraged to download an app in order to receive a discount on their first order. Once installed, having the app downloaded to their phone is great for retention and brand loyalty, as well as maintaining ongoing communication through push notifications or other marketing channels.
Streamline the purchase process
The abandonment rate of online shopping carts is 70%, with many barriers getting in the way of a customer deciding to finalise their online order.
(Image source: Forbes)
Once your customer is in a position where they are ready to buy, whether that be after browsing your website or after arriving from an external ad, you need to provide a quick and easy checkout process.
To remove unnecessary buying barriers, start by making sure the shopping cart is easy to find when you build your ecommerce store. At this stage, there should be a sufficient range of payment options, and shipping costs should be available upfront.
Many ecommerce stores require shoppers to sign in or create an online account in order to make a purchase. Although this is great for collecting data and expanding marketing reach, it can be a deterrent for shoppers who are ready to buy but are unwilling to waste time.
Design targeted buying guides
Many ecommerce brands choose to use buying guides to inform and influence shoppers about their product range.
These online guides may include features such as new releases, professional stylist recommendations, usage information, or user-generated content from social media channels.
This is a great way to provide engaging content that can be promoted across channels and give more insight into your brand. When seeing products shown in different ways, along with professional advice, a consumer is much more likely to be persuaded.
Send out a discount code
We all love feeling like we’ve bagged a bargain, and 38% of shoppers admitted to spending more than they originally planned because they found a coupon.
Many online shoppers scour the web for a discount code before they order from a website, so offering discounts across channels is a great way to drive traffic to your online store. In fact, 80% of shoppers said they only sign up for mailing lists in order to get discounts, and 42% of shoppers are actively searching for promo codes on Facebook.
By integrating promotions into your integrated marketing strategy, whether it be digital or printed, the usage of promo codes will also allow you to track the source of the new orders—make sure to analyse this data to inform your next campaign.
(Image source: Gymshark)
Leverage user-generated content
As well as being a ‘free’ tool, user-generated content is fast becoming a regularly adopted approach as brands realise the power it holds.
6 in 10 consumers believe that user-generated content represents the most authentic form of marketing content. Being created by consumers for consumers, reputability grows as customers see the products in a real-life setting, and the line between customers and brand starts to merge.
We all love to feel valued, and for many consumers, the opportunity to feature one of their favourite brands on the website or social media channel is appealing. It is a great way to draw both existing and prospective consumers to your online platforms, building an online community that can result in increased sales.
Doritos are a great example of user-generated content. They run regular social media campaigns which encourage their followers to post creative competition entrants for the chance to win cash prizes.
(Image source: Doritos)
Final Thoughts
In such a competitive ecommerce landscape, keeping up with the needs of the modern shopper has never been so important.
Once you’ve established your buyer profile, make sure to build up valuable relationships through personalised interactions. An integrated experience means you can get your brand name out there for the world to see, creating long-lasting relationships that matter.
By creating a seamless online shopping experience while leveraging the power of other marketing channels, your new omnichannel strategy is bound to turn potential buyers into loyal customers.