A study by CommerceHub proves that 86% of shoppers are regularly channel-hopping across at least two different channels.
And 96% of marketers and executives believe in the value of personalization, with very few disinterested in the notion of its importance.
Any idea what we’re leading to?
Let’s understand what omnichannel personalization really means...
What is omnichannel personalization?
The practice of creating customer experiences that are based on an informed by real-time data from all channels and extending them across every touchpoint, in order to build a consistent relationship with customers, wherever they happen to interact with the brand.
A common misconception regarding omnichannel is that it means “within” multiple channels. But in actuality, it is something much more powerful than that. It comes with the ability to personalize “across” all channels—web, mobile, in-store, email, and direct mail channels.
Omnichannel personalization, therefore, provides you with both—the capacity to collect information with unprecedented breadth, and the ability to deploy it no matter where the interaction takes place, further enabling you to give a consistent and contextually informed customer experience. In other words, personalization represents the efforts to re-integrate the distributed touchpoints of a consumer’s relationship with a brand into a unified experience.
Therefore, omnichannel customer experience becomes a user experience that is consistent across media and platforms. By being able to integrate both data collection and personalization efforts across all possible channels, brands are becoming able enough to provide a unified experience that understands each interaction as part of an ongoing relationship between customer and brand.
What exactly is the difference between multichannel and omnichannel marketing?
Omnichannel marketing seamlessly connects all consumer touch points and is centered on customer-centric measurements such as lifetime value and loyalty. An advanced stage of multichanneling, Omnichannelling boosts the feeling of familiarity with the brand and starts building a healthy rapport with the customers.
Multichannel and omnichannel service both involve multiple routes for customers to connect with customer service. One key difference with multichannel is that the channels are typically disconnected silos—telephone interactions are recorded in one system, whereas chat transcripts live in another system.
5 benefits of applying omnichannel personalization approach
Stay ahead and on top of the charts when it comes to streamlining your marketing approach by remembering the following benefits:
Consistency gives happiness to customers
“Five Truths for Future Marketer”, a study by SDL, reveals that 60% of millennials surveyed expected a consistent experience from brands whether online, in-store or via smartphone.
The ability to use digital tech anywhere and everywhere—at home, on the go, or in store—in order to research products, compare brands, read reviews, check product availability, pay for purchased items. This enables the seamless experience most of the shoppers now demand to be able to complete their purchases.
Shoppers tend to use around 10 different sources of information to make a single purchasing decision. By using omnichannel personalization you get to take full advantage of all our channels and look for more if your customers use them.
Brands that implement it and achieve this are likely to improve the lifetime value of a customer as well as more easily be able to attract new ones. Totally makes sense, as the more persistent you message the more it resonates.
Higher customer retention made easy
Winning consumers’ attention is one of the most challenging missions for brands sometimes. And the art retaining them is even harder. Using omnichannel marketing has proven to improve retention by increasing the accuracy with which you can communicate with your customers.
For customers, it is always nice to be distinguished and greeted uniquely in each channel they use. Seamless flow on customers’ journey empowers them to make an interaction with the brand in the most natural way, and the brand’s ability to respond to a consumer’s demand in a desired way increases overall customer satisfaction, leading them to stay with your brand always.
Omnichannel personalization offers the opportunity to customize messages for individuals or for specific audiences. This level of personalization across channels leads to better conversions, improved customer loyalty—all of which naturally leading to better revenue over time.
Easily personalized offers
It’s simple, really, when you can see your customer and their engagement with your brand channels, you can better react and serve them with more personalized content.
Brands using analytics to personalize data see up to 178% increase in conversion growth.
Luckily for businesses, users are increasingly becoming willing to share personal data in exchange for a tangible benefit. They are naturally expecting to be able to earn points on their accounts regardless of the channel they are at.
This further allows you the opportunity to personalize your offers to them.
In the sense of rewarding with coupons, there is a growing tendency to accept digital forms of vouchers received via mobile instead of traditional printed forms. Omnichannel personalization creates loyal customers who like to spend a lot on your brand, for they love it.
Cross Channel insights—single source of truth
Multiple channels of communication create different streams of information and you need to be able to control and understand these metrics. With omnichannel analytics, you can interact with customer data no matter where it is generated from and cross-reference it with other data generated from similar customers across platforms.
Besides reducing complexity and making true continuous customer conversations possible, a by-product of this consolidation is all customer information now lives in a single location. Demographic information doesn’t need to be maintained via integration, synchronization, or manual means across multiple systems. More importantly, all service information can be found and reported on from a single location.
With this overview, you get a better picture of the effects of your business efforts. Using an omnichannel dashboard like a customer data platform, see your audience react to your campaign live and with the metrics that matter to your business.
Better brand recognition
As obvious in the prior points, omnichannel personalization strategy essentially means that everywhere and every time your customer interacts with your brand, they get a seamless and consistent experience. Implementing something as this simply means increased awareness of your brand from the target market.
For example, you can show an ad on your customers’ Facebook feeds after they visit your website or place “suggested” or “similar” items in their online cart before and after they complete a purchase. This type of personalized marketing can help remind your customers of their behaviour and move them towards conversion, which results in a completed sale.
Quick checklist to get started with omnichannel personalization
Omnichannel personalization is as much about organisational alignments and strategy as it is about technology. It helps to know how to get started and go about it. The checklist below will help you as it outlines the first steps to get started with it:
What’s your Next Step going to be?
If you use multichannel sales now you’re definitely on track. If you want to ensure a successful future and interesting life for your business, think about switching to omni channels, or adopting it to some element of your online business. In the end, can you really put a price on customer satisfaction and streamlined efficiency?
Ashfaq Ahmad is a Digital Marketing Consultant at Wigzo and a part-time Blogger at BloggeRoundup. He loves blogging and he’s also a Columnist for TechinAsia, B2C, Dzone, Ezine and Businesszone. you can contact him at firstname.lastname@example.org