This blog was contributed by Sree Menon, who leads global strategy and operations at Tophatter. Tophatter is the world’s fastest, most entertaining mobile shopping marketplace.
Omnichannel retail is not a new concept. However, now more than ever taking an integrated approach is vital to success. Why the sudden urgency? The shift to mobile devices. In only a few short years, mobile has become the main channel for ecommerce. New research has found that mobile makes up to 50 percent of online transactions, and that number will only continue to rise this holiday season. With this in mind, it might surprise you that omnichannel efforts are only a top priority for 22% of North American retailers. Implementing an impressive omnichannel approach will go a long way this holiday season. Read on to see how it can be done.
Consistency Leads to Brand Loyalty
With the amount of options consumers have today, the brand experience is paramount. Creating a cohesive experience across channels will help tell your brand story and guide consumers through to purchase. This is easier said than done. A recent study found that 78% of retailers admit that there is no one brand experience across all of their channels.
Whether they are shopping in your brick-and-mortar store, perusing your goods on Amazon, or using your mobile app, you want to make the process as smooth as possible for consumers. Even after a purchase is made, it’s important to maintain consistent communication with your shopper. Whether that’s through email, push notifications, or in-app messages, consistency is key. Be sure to maintain the same style and tone of voice throughout the customer’s entire shopping experience. Consumers can discover your products in many ways, so be sure they feel like they are getting a similar experience wherever they’re coming from.
Omnichannel Investments Will Pay Off
The biggest way to lose is to not play the game. Creating a successful integrated experience requires serious investments from retailers, but the reward pays off. A Harvard Business Review study of 46,000 shoppers found that omnichannel shoppers are more valuable on several accounts. They are more loyal, have bigger shopping baskets, and often spend more. We are in an age of connectivity, so a siloed experience no longer works. Shoppers are savvy, they want to compare prices, browse options, and engage via multiple channels.
Though you will need to invest time and resources to scale a successful omnichannel experience, studies show that the investment pays back. Avoid the risk of being too late to the integrated game. Make the choice to invest now.
Make Consumers Feel Like You Are Everywhere
We know it’s easier said than done to invest in a high quality integrated experience. That said, look for ways you can make the biggest impact that resonates through many channels. Create a PR movement for your brand and share that content via email, push notifications, and social channels. By doing this you are creating a consistent customer experience, and casting a wide net, all with the same content.
Focusing on a singular brand message or campaign can help consumers feel more comfortable with who you are and what you are all about. Focus does not mean you need to only sell one product or category. Your message can be about how shoppers shop or the experience of doing it. Are you the gifting destination? The place for the best bargains? The ultimate luxury experience? Whatever message you choose, be sure you are resonating with customers.
Impress your shoppers this holiday season by investing in a strong omnichannel experience. Don’t let the initial investment scare you away. Use these simple strategies to start down the road towards a successful integrated experience.