Jacking marketing muscle on the channels that are proven to work has been a traditional approach for e-commerce businesses in the digital landscape. Acquiring customers, collecting their data, engaging them, and converting them utilizes a lot of resources. With brands pouring these resources on individual channels to keep their customers happy, what happens when the customer changes the channel? Or their Device? Or the Platform? The data, engagement, and context are lost! These are the limitations of multichannel marketing.
Though, Omnichannel Marketing takes multi-channel marketing to a smarter, more evolved level.
Omnichannel marketing closes the gaps that plague multichannel marketing. It does it by connecting siloed customer data, retaining the context, and providing the customers with a unified shopping experience. 9 out of 10 customers already expect omnichannel communication with their trusted brands along with seamless communication. They want to be able to reach the same customer support representatives over any channel. This is also the reason that omnichannel brands have a higher trust score – and their customers are likely to spend 10% more online than their single-channel customers.
Owing to the promising potential that omnichannel marketing carries for e-retailers, we’ve curated some actionable stats for you. Leverage these omnichannel marketing strategies in 2021 to skyrocket your sales and CX.
4 Omnichannel Statistics for 2021
87% of the customers already think that brands need to put more effort into providing a seamless experience
What does it mean for you?
This statistic means that you need to launch a customer satisfaction survey right now! Knowing how customers rate your brand on experience (CX) and overall value will allow you to discover insights like
- How satisfied are they with your products and service?
- Where do your customers face challenges in the purchase journey?
- How do they perceive your brand in contrast to your competitors?
- How strong is your customer support?
- What can you do to retain your customers for longer and upselling to them?
- Which channels do they prefer the most for interaction with your brand?
Once you have these insights, you can take action to roll out an omnichannel marketing strategy suited to your brand. This will be based on the following action items;
✔ Key Action Items
- Formulate a qualitative survey to gauge your CX and Brand points
- Close the customer experience gaps through automation and consistent marketing message across all the channels
- Streamline your customer journey by removing discovered inefficiencies (like a tedious checkout process, lack of personalized recommendations, etc.).
85% of the Customers start purchase workflow on one device and complete it on another
What does it mean for you?
If you do not have a responsive website or a mobile app, you are already losing sales! Smartphone-optimized channels are key to keeping your customers around you for longer. That means your mobile site, app, and the desktop site must provide the same responsive and seamless experience across all the devices.
If you are experiencing too many abandoned carts, the reasons might be non-uniform cross-platform experience, checkout issues, trust issues, and so on. However, this can be easily addressed with Wigzo’s WhatsApp cart recovery – to enable you to recover up to 60% of the lost sales. That means more revenue!
✔ Key Action Items
- Ensure consistent experience over desktop and mobile (iOS & Android)
- Optimize your checkout experience to keep the sales from falling through
Omnichannel shoppers have 30% higher lifetime value as compared to single-channel shoppers
What does it mean for you?
Simply – More revenue❤
As an e-commerce brand, you must keep the 80:20 rule in mind. 20% of your top customers will bring in 80% of revenue throughout their CLTV. Omnichannel marketing inspires higher customer engagements and drives more conversion-oriented actions by them. Since they are confident that their data will float in all the brand channels (and is not siloed), they can skip the tedious manual data entry again to save time and energy. And, the brand reaps the brownie points for allowing this convenience to the customers.
✔ Key Action Items
- Consolidate your CRM over a single platform
- Keep your customer engagements in real-time
- Make sure your brand communicates the same on every channel
- Automate your marketing
Bonus tip: An AI-based marketing automation platform like Wigzo can power all your omnichannel marketing strategies from scratch. Wigzo sends personalized and automated messages via email, SMS, on-site behavioral nudge, push notifications, and WhatsApp. You’ll acquire & retain more customers and never miss a sale. You can try it for FREE now!
67% of the marketers do not personalized communications in a contextual manner
What does it mean for you?
That you can outrun them as the landscape warms up for truly omnichannel brands. A majority of the digital marketers and e-commerce brands feel intimidated by the infrastructure, resources, and processes it will take to shift to an omnichannel marketing strategy. Guess what? You don’t have to be on the same page as them.
In fact, with powerful AI-based automation tools like Wigzo, you are just a step away from discovering profitable insights (through a single CRM dashboard), actionable analytics, native automated campaigns, and uplifted revenue. Wigzo helps you deliver personalized and contextual messages through smart customer segmentation – and your team can make informed marketing decisions while registering predictable returns. That is one powerful asset for every e-commerce brand.
✔ Key Action Items
- Formulate an omnichannel strategy for your brand in 2021
- Personalize and automate your marketing operations as much as possible (to save on overheads and maximizing sales)
- Use consolidated CRM data to make corrective marketing maneuvers and drive growth
Endnote
Omnichannel marketing is the future of e-commerce. Any brand that sells online must cater to the whims of modern tech-savvy customers. Here, experience and value are the keys – as they’ve always been. You can always offer a hyper-personalized shopping experience to the customers, which by the way, won’t be optional in 2021.
Stay tuned for more e-commerce growth topics, articles, and resources.
Happy selling 😊
