- A seamless, omni-channel brand experience is the future of consumer engagement.
This is the age of the omni-channel consumer. Success depends on making the customer’s experience continuous and universal across all the different touchpoints. Each channel—brick-and-mortar retail, mobile, website—should be treated as a single interconnected way of engaging potential buyers.
According to Zendesk, 67% of online shoppers have made purchases that involved multiple channels in the past six months. Additionally, Grazia Daily reported that 64% of shoppers research purchases online before buying online. Those customers who researched online before end up spending 33% more on average.
What does this mean for a brand that wants to most effectively speak to these omni-channel customers? The transition to an omni-channel brand is a paradigm shift. A brand must both understand the customer’s new shopping habits, and technologically support its back-end operations while anticipating and responding to the customer’s actions.
The Tao of Omni. Philosophical Underpinnings. Low prices can be great bait to lure shoppers to a site and persuade them to make a purchase, but meeting the customer’s needs with personalized service and convenience are key factors to building enduring customer relationships and expanding market share.
Personalized customer relationships can be achieved virtually by using data. The behavior patterns, customer demographics and most engaging content information can offer important insights as to how a brand can make interactions more personalized.
An omni-channel brand doesn’t differentiate the online shopper’s buying habits and the offline shopper’s buyer habits as two separate entities—they are becoming one and the same. According to ”Beyond the Checkout Cart”, a report by MIT, 80% of store shoppers check prices online with 33% accessing the information on their mobile devices while inside the store. This is one of many examples of how consumers are interacting with products during the shopping experience—online and offline can be experienced simultaneously—which is why it’s crucial to have a holistic and interconnected approach at every entry point.
nov 19 2018 +