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Making the step from multi-channel to omni-channel with ease

Making the step from multi-channel to omni-channel with ease

You might be surprised to learn, that even though you are already a multi-channel brand that doesn’t necessarily mean you’re an omni-channel brand. Confused? Well, to become omni-channel, you need to deliver a seamless customer experience, regardless of device or channel.

Take Topshop as a preliminary example, they have created an app integral to the customer experience. Minimising customer disappointment by allowing them to shop by scanning the in-store clothing label, buying directly from the app or proceeding to buy in-store – if it’s correctly stocked!

So, how can your brand make the step from multi-channel to omni-channel? Here are 3 tips to take on board.

Don't ignore your site browsers when shifting to omni-channel

Listen to your customers

Listening to your customers sounds so simple, and it is, but here’s where it becomes tricky, you actually need to implement some of these suggestions or amend the issues raised by your customers. Perhaps there’s a massive percentage demanding a particular dress back on the shelves, or maybe they think you should open up a particular social channel you’ve never used. Sifting through enquiries and complaints can unearth some valuable information. If you implement any changes guided by your customers, tell them you’ve listened to their queries and done something about it. You’ll build a caring and responsive brand reputation. Connecting your customers and your brand, ever-closer.

Bring your internal teams together

You probably have different departments amongst your internal teams, social media, customer service, marketing, PR, etc. It’s important they are as far away from that silo mentality as is possible. Encouraging them to break down the barriers between departments is a healthy approach to your omni-channel strategy. Your teams can’t possibly deliver a seamless customer experience if they themselves don’t work seamlessly together.  Communicating objectives and overall strategy to all departments and inspiring them to share their ideas with other teams, can help build a stronger network of internal relationships.

Don’t favour the purchasers over the browsers

Ok, so those customers who purchase your products are helping you achieve your monetary goals, we understand that. We’re talking about it in the context of becoming an omni-channel brand. You do need to continue to analyse the purchasing behaviour of your customers, that’s non-negotiable but, when it comes to the browsers, are you thoroughly scrutinising their route to purchase? Why aren’t they purchasing from you? Looking into analytics platform data, such as Google Analytics, you can measure the performance of your product pages and other landing pages, looking at the bounce rates, time on site and other site metrics. Analysing patterns on your pages can help you to determine which pages are least favourable and are causing the highest bounce rates. Then you can perform a variety of conversion rate optimisation techniques.

If you’d like to understand more about becoming an omni-channel brand, download our latest eBook: A step-by-step guide to omni-channel marketing.

Looking to improve the Conversion rate across your online store?

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