Omnichannel refers to communicating with customers seamlessly across all available communication channels on multiple platforms. How to achieve this is the challenge for many brands.
Technology creates new ways of targeting offers throughout the customer journey. In-store micro-location offers and HTML5 dynamic banners mean that your marketing’s place and promotion are more advanced than ever.
However, this progression increases the risk of generating so much data that offers cannot be properly targeted. Similarly, the noise of so much communication from several brands could force customers’ disengagement.
The key to a win-win scenario is to target the right messages intelligently to the right customers. Millennials are particularly happy to provide data, but with the trust they won’t be served irrelevant messages. To betray that risks losing the customers who would have given you the most insight.
CUSTOMER-FOCUSED TECHNOLOGY
Being savvy with your choice of technology is crucial. Instead of investing in everything, consider what matches your particular customers’ needs. The success of new technology is difficult to predict and can be an expensive mistake.
Location technology dominates the loyalty press at the moment. Consider your ultimate objective and what you already know about your customers, including:
Do you want to measure on-site activity passively or identify and monitor individual behaviour?
Are they strong users of apps? Low-energy Bluetooth technology, Apple’s iBeacon for example, could drive significant sales.
Cards in wallet prioritisation is quickly being replaced with apps on phone.
Would a reactive website be more future proof than an app?
Will your customers want to identify themselves? Are the benefits compelling enough?
How will your customers respond to being targeted in store on any platform and will it match your brand?
What is your biggest loyalty opportunity – stretch spend or drive footfall? Micro-location is focused on the former, while e-mail, direct mail and SMS drive the latter.
Remember the fundamentals of marketing haven’t changed – the options open to you have increased. Personalised offers are nothing new, but each channel must provide a consistent experience. Ultimately, it’s about where in the process you have the best chance to influence purchasing in an attractive way to the customer.
TARGETING: BACK TO BASICS
Technology means targeting and segmentation can be applied in real time, making communications more timely and relevant for maximum effect.
Remember the fundamentals of marketing haven’t changed – the options open to you have increased
The traditional recency, frequency, monetary value (RFM) model works on the assumption that the most recent, highest value, most frequent shoppers are the easiest to influence and should be targeted. While this underlying assumption still holds, intelligent layers can enhance the model to target specific segments.
Engagement now replaces the recency and frequency measures – assigning a score to measure customer loyalty over time and engagement through multiple channels.
Product targeting is another possible layer. Sending stretch product offers relevant to the right customers allows you to give a generous offer to those most likely to respond, while others receive a less costly offer.
Lookalike identification ensures the channel is right as well as the message. Understanding one type of customer attracted to personalised offers means you can target similar customers or possibly those who browse online and buy in-store.
EMBRACE THE PACE
In an omnichannel, low-cost communications world, the huge opportunities from data-driven insight are often neglected. Understanding it thoroughly will allow you to unify the experience customers receive.
Truly skilled marketeers know what excites their customers and what annoys them. They can cut through these opportunities, embracing those that make for an exciting and engaging experience. This delivers significant, measurable value for both the organisation and the customer.
