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Omni-channel marketing, more necessary than ever

31 October 2019

Integrating all available channels is the best way for a company to interact with its customers and optimise its results. Without a doubt, this enriches the customer experience and increases customer satisfaction.

In fact, the so-called omni-channel presence is already a user demand, or so says a global study published by the Chief Marketing Officer (CMO) Council network, in collaboration with Pitney Bowes. This shows that 85% of global consumers prefer to interact with brands by combining digital and physical channel experiences, which are still very present among users of all generations, even the youngest.

So what are the keys to merging channels and giving the customer what they want?


The importance of omni-channel strategies

Customers are becoming more and more demanding, rational and reflective, and as a result they want companies/brands to serve them when and where they need it. In their customer journey, they use online and offline channels indistinctly, according to their convenience. In spite of the growth of the online to online model (in which the mobile phone plays a predominant role), the ROPO (Research Online and Purchase Offline) model of behaviour is also becoming much stronger. In this model, the consumer looks for information on the net and completes the purchase of the product in the physical establishment. We still need to see, touch or test the product we are going to buy, or we prefer to receive advice in person about a particular service.

These new habits increase sales and, therefore, companies must adapt and implement omni-channel marketing strategies. These must be integrated, working together, and although they require a lot of planning and excellent process management, they are worth the effort.

There are several combinations that help you to relate to your customer through various media and supports. For example, you can complement your physical business by means of a mobile application. In the app you can offer the latest news and promotions, accumulate points to obtain discounts, consult points of sale, etc.

There is also the possibility of activating an omni-channel card with which to accumulate points and pay for products. If the customer needs to recharge it, they can do so by telephone, on the website, in the shop itself or in the app. All the changes made to the card are applied in each channel and in real time. The Starbucks international coffee chain is doing this very effectively with its wallet card.

Going further, take a look at Disney’s omni-channel experience. This uses a sensor bracelet, the Magic Band, which allows you to handle every detail of your stay at Walt Disney World Resort: it’s your hotel room key, an image storage device for any photographs you take, a tool for ordering food and a way to manage many other planning resources.

Lastly, it is also essential to provide an integrated on-line and telephone customer service within the omni-channel experience which is available at any time (using chatbots, for example). Even on social networks, all queries and complaints must be managed efficiently.

From LINK Mobility we offer you LINK Conversations, a powerful tool to maintain enriched dialogues with your customer, which is configured as a personalised omni-channel solution. Enabled to be integrated via API and web interface, it is also ready to chat through WhatsApp, Facebook, Messenger and soon through Alexa, Google Assistant and Siri.

In conclusion, the consumer is demanding an integrated and uninterrupted shopping experience, in which all processes are facilitated and everything “flows”. And in fact, the best omni-channel experience is one that is barely noticeable.


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