Optimise your omnichannel marketing strategy this holiday shopping season

  • Posted: 21st November 2016
  • Written by:

    Georgina Groombridge @groombridgeg

omnichannel marketing strategy

Brands and consumers around the world are gearing up for the busiest holiday shopping event of the year – Black Friday. In fact, some online retail giants have already started selling: Amazon kicked off its Black Friday deals almost two weeks early on 14 November – a clever tactic that could take valuable market share away from bricks and mortar retail rivals.

One thing is for certain, though: this year’s holiday shopping period will see brands achieve record profits. Adobe Digital Insights’ (ADI’s) Holiday Shopping Predictions states that the number of transactions conducted from 1 November 2016 to 31 December 2016 in the US will bring in over $91.6bn in revenue. Whether your business is bricks and mortar or purely ecommerce, you’ll want to make sure that your marketing team is working hard to develop strong campaigns that will earn you your share of the pie.

Here are a few tips to help you increase customer engagement, drive sales, and remain competitive.

Get cross-channel right

A successful omnichannel marketing strategy must deliver a seamless, integrated experience across multiple channels. Many brands aspire to omnichannel as they attempt to optimise the customer experience, but it can be difficult to pull off. Omnichannel customers spend a huge 93% more per transaction, but a successful strategy requires a big investment of time and money, as retailers need to invest in technology capable of consolidating siloed customer data into a Single Customer View (SCV).

Look for loyalty – and reward it

Your best customers are your biggest spenders – and they provide priceless word-of-mouth marketing that can’t be beaten. Repeat business will earn your business more revenue in the long-run, so it pays to keep your loyal customers happy. Adobe found that 35 percent of a company’s total revenue is driven by an average of five percent of its customers.

Your marketing campaign needs to pay attention to your existing customer base and offer them a seamless, personalised, value-based customer experience.

Technology is key

Adobe rates email as the #1 way to reach consumers’ mobile devices while they shop, with SMS in second position and app notifications in third. Regardless of the platform, customers expect a seamless shopping experience that stays on-message. It’s no good alerting them to a 50 percent sale on homeware via email when their Snapchat notifications say 25 percent off.

A unified customer experience that delivers a consistent message via the most relevant channels will deliver the best results. Technology is key to a successful omnichannel marketing strategy and tools such as Adobe Campaign or Salesforce Marketing Cloud can help marketers deliver optimised customer experiences, increasing both conversions and average transaction amounts – all by offering a more unified customer journey.

To reap the rewards of this busy holiday shopping period, you’ll have to deliver a unified customer experience. With the right marketing technology, you’ll be able to send a consistent message via the most relevant channels to your best buyers – and your competitors won’t stand a chance.


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