4 Omnichannel Tactics to Boost Conversions This Holiday Season
In an ideal world, consumers would tell you exactly what they're going to buy and how they intend to make the purchase. You'd know where to allocate your resources, and there would be no guesswork whatsoever.
With the holidays upon us, it's important to remember that all channels are fair game for your customers. Shoppers don't have a channel strategy. They have a shopping strategy, and their behaviors don't fit into neat little boxes the way marketers sometimes wish they did.
The future of commerce is here, and it's omnichannel retail. Cyber Monday was the single biggest online shopping day ever. Mobile led the way, with a 27.6 percent increase in sales from last year. However, while mobile sales are on the rise, shoppers are still spending the bulk of their holiday budgets in physical retail stores.
If you concentrate on one channel alone, you're going to lose out on potential customers. The best thing you can do is to take advantage of mobile, e-commerce, and brick-and-mortar retail this year. Here are four tactics for using an omnichannel approach to increase conversions among holiday shoppers:
1. Use second-screen advertising. Consumers spend a significant portion of their free time tethered to their smartphones and tablets — an unbelievable 194 minutes a day. Forty-seven percent of that time is spent watching TV simultaneously, which is good news for any brand hoping to take advantage of the second screen.
When Allstate used Collective's TV Accelerator for online and television advertising, it saw a significant increase in campaign reach when compared to TV alone. It also saw a 28 percent increase in online engagement.
This holiday season, take advantage of second-screen advertising to complement your TV efforts and accelerate the shopper's buying journey.
2. Match online prices. In 2011, 35 percent of people who used their phones for comparison shopping still ended up at the cash register. The following year, that number grew to 46 percent. One of the reasons for the increase was major retailers were matching online prices.
Anthony Nicalo is the VP Platform at Mobify, a mobile customer-engagement platform that facilitates all of a retailer’s real-time interactions with its mobile customers in one place. Nicalo guides and grows the platform capabilities for serving mobile marketing and extends the platform ecosystem through partnerships. Nicalo is a thought leader in digital marketing, an expert in omnichannel commerce, and a frequent presenter on the future of commerce, mobile retailing, and shopper marketing, including at Shopper Marketing Expo, iMedia Summits and Kantar Retail.