Cross-Channel Marketing: Respect the Shopper!
3. Reduce channel
Nothing frustrates consumers more than having to start over when moving from one channel to another. Seamless transitions build good will, making it easier to both buy and sell more. Customers at an Apple Store, for example, have the option of receiving their purchase receipt at the counter or via a follow-up email.
4. Test how channels impact one another.
Retailers need to launch test-and-learn programs to identify patterns of cross-channel shopping behavior. One in three multichannel retailers currently use tactics like credit card matchbacks, coupons sent via email and store-intercept surveys in order to measure the influence of web sales on other channels. Retailers are also experimenting with Twitter and SMS to drive web and/or store sales.
5. Personalize every shopper's experience.
Retailers should strive to find tools and services that permit mass customization while facilitating connections with each shopper on the most personal level possible. At brick-and-mortar stores, for example, associates are your "personalization engine," helping shoppers find appropriate products. Ratings, recommendations and reviews serve a similar purpose online. E-commerce software providers are increasingly building in multichannel capabilities that enable retailers to customize offers via call centers, websites and mobile apps, depending on consumer preferences.
To compete and win in this new retail reality, merchants must provide dynamic, engaging experiences at whichever touchpoint the consumer chooses to engage in. Even small improvements in channel optimization can yield large gains. Retailers need to not only master the basics, but also continually innovate in pursuit of the ultimate goal: Respect the shopper!