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  • Writer's pictureNisarg Naik

Pros of Omnichannel Customisation

Omnichannel engagement rate for online customers is twice more than that of single channel provided. This difference is enough for the brand to consider a route to make omnichannel to extend its footing in the digital space.

In this blog, we will learn about what omnichannel makes to be personal, what its benefits are, and the best ways to go about it.

Let's move on!

What is Omnichannel Customization?

Customizing Omnichannel is just a data-driven marketing effort. It is about providing a personal experience to your customers with a given channel, based on data collected from user behavior on other channels. Therefore, e-retail products can collect user data from anywhere and use it to provide a personal experience to their customers through a variety of touch methods.

Capturing, engaging, and delivering equitable information to customers across all channels is essential to e-commerce products. Customizing the Omnichannel solves this.

Here are some examples of customizing omnichannel with e-commerce products for better understanding.

The customer visits the online clothing store and expressed interest in the jeans pants. The customer, however, leaves the website without purchasing the item. The brand also hosts the same customer via Facebook with a discounted offer. Customer purchases.

An online marketing product for gaming devices can combine its mobile system with a dynamic tracker to enable its users to monitor their activity. Then they use this data to drive product recommendations - on the website and in the store.

An online shoe brand product may collect customer data from store and online purchases. They can then create a data-based loyalty system and use their CRM to drive more sales.

How Brands Benefit By Customisign Omnichannel?

McKinsey's report states that e-commerce products can achieve a 5% to 15% increase in omnichannel customization. This is true not only of their customers' online travels, but also of their shoppers. Needless to say, omnichannel marketing is important for digital marketing products for the following reasons;

A consistent and seamless experience

A product that uses omnichannel scales to enjoy one advantage over their competitors - everyone in the company is aware of all customer communication and the track record of their activities and actions. This gives brands an edge in serving their customers individually.

Maximum order value

The integrated scale customization strategy gives e-retail brands the opportunity to maximize the shopping cart activity of their customers. Such products can always return its customers on a shopping trip (without worrying about the latest purchases!) And increase the standard order price with targeted offers, smart product recommendations, and sales.

Individual customer communication

About 70% of online smartphone users are likely to buy from a product that helps them easily find answers to their questions. With website synchronization and mobile experience, e-commerce products can enhance individual knowledge to quickly resolve queries, improve customer experience, reliability and purchase.

High conversion and ROI

It is a well-known trend that customization on a scale can generate 5x to 8x ROI using sales revenue. With dynamic content based on customer behavior, click-through data, context, product recommendations, and personalized offers, digital marketing models can significantly increase their overall conversion rates.

Designing Omnichannel Strategy

New e-commerce products often ask us one question more than others - How can we create an effective omnichannel strategy for making our product? We give you the following answers that should work with you too!

1. Describe your strategy and loop for learning response

Successful e-commerce companies have an extremely clear understanding of key influence times in customer travel (depending on their particular case and industry). This is usually divided into 3 categories - creating pre-visit, conversion during the visit, and customer engagement after the visit. Once you have found this, you need to explain the results of the business in each category. Eg Increasing normal cart size, frequent trips / visits, customer satisfaction, etc.

These findings are then combined with the conditions of use and testing for one purpose - to bring business benefits and value to the customer.

Eg. The online food ordering app seeks to increase the size of the standard order basket. They compile customer information and find that their customers choose to enter physical restaurants during hot days. The company then applies geo-fence app alerts to their customers depending on their location and previous purchases to drive multiple walk-ins.

2. Use 5 digital touchpoints

To achieve omnichannel customization based on identified usage cases, companies need to connect digital measures. E-commerce products should focus on the five customer areas where the merger takes place - mobile app, website, digital display, interactive screens, and retail space.

To make the most of these touchpoints of your custom omnichannel plan, consider how this can bring a positive customer experience tailored to you consistently.

Eg. the customer visits the website to buy jewelry and add the product to its cart. However, you go without buying. He then received an email from this product with a special discount for the same product he had added to his cart. You miss the email but receive a personalized WhatsApp message that prompts you to make a purchase discount with the link. You look after buying a product.

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