With technology and the online world growing so quickly, the way in which brands and consumers interact is also changing. Omnichannel marketing strategies, which defines the integration of various channels into one seamless customer experience, is quickly becoming a trend that is seeing success for many companies.
In fact, according to a study of 46,000 consumers done by The Harvard Business Review, 73 percent of people are omnichannel shoppers, meaning they use multiple channels during their shopping journey. So how can your brand adopt the omnichannel strategy? Lets take a look at a few companies that are doing it right to figure out what methods are getting results.
1. Neiman Marcus
As a major national retailer, Neiman Marcus has mastered the omnichannel marketing strategy. For both their online store and mobile app, they have developed learning technologies that closely follow users’ interactions with their page, including what they like, don’t like, their sizes, preferred styles and even their location. The brand then uses this information to adopt more targeted email campaigns and direct mail campaigns so that the customer only sees promotions that they would be interested in. Neiman Marcus also takes innovation to the next level with their “Memory Mirror” and “Snap.Find.Shop” features. Memory Mirror allows in-store visitors to record 360 degree views of them trying things on, so that they can look at it later when they’re ready to purchase. Snap.Find.Shop allows online users to upload pictures of items they like and then utilize smart image recognition to search Neiman Marcus’ database for similar products.
2. Lorex Technology
Lorex Technology has been a leader in the security technology field for many years. Its success as an omnichannel marketer is built on the foundation that their website and mobile app are extremely user-friendly, giving customers a quick and easy way to interact with their brand and make purchases. Specifically, Lorex’s mobile app is responsive and adaptable to various screen sizes, their e-commerce site is comprehensive, simple to navigate and make a purchase from and information on their products is readily available for pre- and post-purchase queries. When online, customers can also receive real-time updates of their orders, create support tickets and share feedback with fellow Lorex consumers.
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As part of their omnichannel marketing strategy, Target is taking great steps towards fully integrating their physical store and online customer experience. Not only are they totally revamping their in-store merchandising, but through increased app capabilities, customers will be able to utilize their devices to assist their experience. To combat significant out-of-stock issues for consumers in-store, sales associates will be equipped with a tablet that they can use to order items online for customers when there aren’t any left in-store. As with many other retailers, personalization for the consumers is becoming a key part of omnichannel marketing, and Target is along for the ride â€” using innovate technology, the app and website can track behaviors and provide a more specialized and efficient approach to shopping.
Omnichannel marketing has been a big response to technological developments and the digital revolution, changing the way consumers interact with brands. In order to provide your customers with the best experience, make sure you learn about some effective omnichannel strategies and try and adopt them into upcoming plans.
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