The idea of commerce, with specific reference to ecommerce is fast transitioning to an experience involving a variety of devices. Whether a shopper is at his desktop, looking at his mobile on the go or even walking past a brand outlet, businesses are offering a highly personalized experience across channels that s/he finds hard to resist.
Welcome to the fascinating world of omnichannel personalization!
However, the real challenge lies in orchestrating these multiple channels. Understanding customer behavior and integrating multiple channel messaging really takes a lot of doing and research. Manually, this is impossible since brands need to address individual needs of different buyers. An effective omnichannel strategy considers not only the messaging channel but also the diversity of the customers’ requirements and most importantly, thanks to technologies such as pattern recognition and machine learning, the customer’s actual ‘moments of influence’. It is really about delivering the right message to the right person at the right time and the right place.
(The only exception to the rule that too many rights don’t make a wrong)
Now comes the bad news.
According to a study by Retail Systems Research, 92% percent of retailers find it extremely difficult to integrate the online and offline experiences.
Omnichannel Personalization Pays
It has to be understood and accepted that purchasing decisions are no longer the prerogative of any single channel. Buying decisions, by tech savvy customers today are made after research across multiple touch-points for optimum product specs and comparison shopping. It is now commonplace to see shoppers scanning bar codes on their hand-held devices to look up and compare products. It’s likely you’ve done it yourself more than once. This is part and parcel of the contemporary buying cycle.
From considering an exciting email offer to searching for best prices or even contacting customer support, today’s savvy customers have raised their expectations higher than ever before.
A seamless experience across channels helps the customer to have a greater loyalty towards a brand and keeps them coming back for more purchases. Omnichannel personalization therefore is the modern process to align to and deliver upon customer expectations. The intention is to make them purchase the most suited product by integrating multiple channels and unifying data across all customer touchpoints.
A smooth experience as consumers travel through the buying cycle!
Here are some interesting statistics to help you understand why omnichannel personalization is an indispensable part of marketing in current times: [Source]
1. 90% of customers expect consistent interactions across channels (SDL).
2. 52% of consumers polled that they like it when customer service is personalized to them and their interests. (Opinium Research LLP, Ovum).
3. 71% of shoppers who use smartphones for research in-store say that it’s become an important part of the experience.(Google).
4. Omnichannel shoppers have a 30% higher lifetime value than those who shop using only one channel (Google).
However, it is also unfortunately true that:
55% of companies have no cross-channel strategy in place (The CMO Club).
The gap actually lies in many businesses’ understanding of the immense potential that omni-channel personalization holds for their revenue bottomline. Additionally, several other factors such as poor data quality, complex implementation processes, resources and investment may also be cited as compelling reasons to ignore this incredible possibility.
At Gamooga, we hand hold your business and help you to easily implement, maneuver, and achieve the desired results in an unbelievably short window, something that was unthinkable earlier.
If you’d like to have a free demo today, don’t hesitate to get in touch with us.