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3 elements to introduce omnichanel strategy


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Mulichannel strategy is no longer effective - its omnichannel that is the future of marketing. In this presentation we present how to start and implement omnichannel strategy in your business.

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3 elements to introduce omnichanel strategy

  1. 1. Problem
  2. 2. Many companies do not plan to develop sales strategy based on the new possibilities of combining online and offline marketing.
  3. 3. But multichannel, that is reaching out to customers through multiple channels of communication (mobile application, website, stationary store, etc.) is no longer effective marketing strategy.
  4. 4. Solution
  5. 5. Marketers should focus on omnichannel strategy, which concerns not only on reaching out the customers using multiple channels of communication but also links them together.
  6. 6. It’s not only about the decision whether it is better for the customer to reach him through the stationary store or on-line ones. The most important is to combine a lot of different channels of contact with the customer.
  7. 7. Benefits
  8. 8. increase the number of recipients. + Combination of online and offline world allows to:
  9. 9. prevent the loss of leads at various stages of the purchasing path.+ Combination of online and offline world allows to:
  10. 10. To consider
  11. 11. ! At the stage of change in sales strategy, new channels of communication should be introduced to customers very slowly, to examine interest and new consumers’ needs.
  12. 12. ! The key to success is to use a good platform for Marketing Automation, which will allow us to integrate many channels of communication with the customer, and will provide recommendations for marketers based on advanced analysis of customer data.
  13. 13. 3 elements you should consider when you think about omnichannel strategy
  14. 14. 3 elements you should consider when you think about omnichannel strategy 1. Channels of communication
  15. 15. 3 elements you should consider when you think about omnichannel strategy 1. Channels of communication 2. Content
  16. 16. 3 elements you should consider when you think about omnichannel strategy 1. Channels of communication 2. Content 3. Customer journey
  17. 17. Selecting channels of communication with customers is the first stage of preparing the implementation of omnichannel strategy in the company. Channels of communication
  18. 18. ● Website ● Shop ● Mobile ● Social Media ● Multi-Media ● E-mail Marketing ● Blog ● PR ● Offline Media ● Video ● Search Most important channels are:
  19. 19. Sometimes it’s better to choose only 2-3 channels of contact with consumers, but so powerful that through them we can build a cool brand image, promote products and continuously explore the needs and problems of customers. Quantity is not most important
  20. 20. The content affects if we get interested or discouraged a client. The information that we present in our communication channels must be adapted to the place in which they are and what they are looking for. Content
  21. 21. It can be divided into four categories: ● Discover ● Explore ● Engage ● Buy Content
  22. 22. Discover It’s the moment when customer discovers our product. If we want to reach him, we have to explore his needs. At the stationary store salesman verifies the needs. In online store, we can conclude about it on the basis of customer’s search queries, clicks, advertising, etc.
  23. 23. Explore In this moment client collects information about our products, he mainly uses website, video, social media and promotional meetings.
  24. 24. Engage It is the stage when we have to convince the customer to interact with the brand, we can build commitment in channels such as mobile, website, social media and stationary stores.
  25. 25. Buy The last category concerns the purchase. In the omnichannel strategy it will take place in the stationary store, the online store (available via web and mobile) and the call center.
  26. 26. It’s a map presenting how the customer goes the process of purchasing. It takes into account the communication tools with a customer, but also elements such as complaints, reporting of damage, repair, replacement, etc. Customer Journey
  27. 27. By analyzing the customer journey, we know the reasons why people buys or not, reasons for leaving the e-mailing subscription, or abandoning the cart. With this knowledge, we can create a better communication strategies plan. Customer Journey
  28. 28. To prepare customer journay first we have to create a persona, that’s a full description of the exemplary customer preferences, tastes, place of residence, age, and anything that can allow us to know in detail and to determine our target group. Persona
  29. 29. On the basis of persona and history of purchases, we can define where is the leakage in customer journay, for example when sb: ● Leave the website ● Abandon the cart ● Uninstal application, etc. Leakage (loss of leads)
  30. 30. Synerise solution
  31. 31. Before creating marketing strategies the key is to analyze the current data about customer, their purchases and the market in which they operate. With Synerise you can collect customer’s data from various data points (online&offline) and gather them in one place directly in the Synerise CRM.
  32. 32. In Synerise you can design customer journey and verified it immediately.
  33. 33. You can set the actions that follow one another, leading to the event that might result in shopping. We understand actions as all brand messages which can induce a customer to buy, eg. receiving a discounted coupon etc.
  34. 34. In Synerise you can reach customers through different channels of communications and engage them both in your online store eg. with dnamic content as well as in local store eg. with beacon notification.
  35. 35. Podole 60/3.30, 30-394 Cracow Have a question?