Digital tactics can be a boon for bricks and mortar retailers

Within many multichannel retailers, digital teams work primarily to e-commerce KPIs – traffic, conversion, units per order, unit value and so on. As a consequence, digital activity that might benefit the physical store estate is often deprioritized or completely ignored. However, digital marketing presents some of the best opportunities to drive footfall and in-store sales. [si_guide_block id="30829" title="Multichannel retail proposition audit and competitor benchmarking template" description="Review and improve the effectiveness of your e-commerce site's capability, including how it integrates with the other channels that are part of today's omnichannel retail."] Here’s a checklist of 5 things you can do straight away:

1. Improve the store-related areas of your website

It’s likely that a large number of your visitors are already looking for store information on your website or app. First, make sure that your store locator is up to scratch, especially for mobile users, and make sure…

How companies communicate with customers has always been important, and the introduction of new technologies only makes the process more complex

The pace of innovation continues to drive new options for reaching customers, and savvy business leaders know that to thrive in this market, they must be ready to adapt. How companies communicate with customers has always been important, and the introduction of new technologies only makes the process more complex. For instance, a business can use live chat or chatbots to interact with customers on its website, customer portal, or app. It can also use chatbots to interact on social media messaging apps. And now, live chat and chatbots are available on platforms like WhatsApp Business, a business-focused leg of WhatsApp that launched in 2018. [si_guide_block id="122303" title="Download our Business Resource – Omnichannel marketing planning guide" description="Our omnichannel planning guide will outline the differences between omni and multichannel marketing and then help…

Marketers should look to form more diverse, holistic strategies capable of operating on their own schedules rather than being subject to Google's short-term outages, bugs, and penalties

For SEO marketers, Google is an unpredictable ecosystem. One day, the sun is shining and you’re basking in its favour. The next, a hurricane hits and your carefully crafted content flies out the window and is nowhere to be found. Rumours of indexing issues are at the heart of the latest troubles. Google has admitted a certain amount of delay in indexing and displaying new content, but the extent of the current problem is a mystery at best — just like a lot of Google’s behind-the-scenes activity. [si_guide_block id="122303" title="Download our Business Resource – Omnichannel marketing planning guide" description="Our omnichannel planning guide will outline the differences between omni and multichannel marketing and then help you create a strategy and roadmap for achieving your own…

What are the essential parts of a multichannel marketing plan template?

Multichannel marketing is the process of utilizing online and offline marketing communications channels to target and engage with your customers. As outlined in our Quick Win – Create a Multi-Channel Marketing Plan, the purpose of a multichannel marketing plan is to define a strategy and plan the resources needed to achieve business sales targets. The timeframe is typically annual but potentially longer-term, such as 18 months to three years. Examples of communications channels could include, for example: Websites Physical stores Catalogues E-mail marketing TV Text messaging Blogging Direct mail The goal is to deliver leads and sales targets for defined products and services, which can apply to an organization as a whole, or a single market if there are multiple markets and product or service categories. An effective multichannel marketing plan outlines the marketing communications techniques and channels required in order…

The promise of omnichannel was that people would connect to a brand digitally or physically and then feel continuity in each subsequent interaction. For the most part, omnichannel hasn’t delivered that

If you want to understand how omnichannel marketing fails, picture yourself in a funhouse surrounded by mirrors. In every direction, you see your reflection in distorted shapes and sizes. The mirrors change appearances, not who you are and what you believe. But if you spend too much time in front of the mirrors – social networks, blogs, or wherever you present your brand – you can become disoriented and so can your customers. [si_guide_block id="122303" title="Download our Premium Resource – Omnichannel marketing planning guide" description="Our omnichannel planning guide will outline the differences between omni and multichannel marketing and then help you create a strategy and roadmap for achieving your own omnichannel marketing objectives, using examples from global brands."/] The promise of omnichannel…

Chart of the Day: Public are largely unfamiliar with purchasing through chatbots

Chatbots are a viable option for companies who want to be ever-accessible to their customers. Able to help with common problems such as late deliveries or changing profile information, chatbots can always elevate more complex tasks to a human representative if need be. One task that customers aren’t ready to trust chatbots with is making a purchase. Research by SUMO Heavy has found that just 11% of people have tried making a purchase through a chatbot, with just 5% saying they would do so again. A quarter of people said they were not open to trying it and 43% said they were unfamiliar with the concept altogether. When reading this data, it's important to distinguish the different platforms that chatbots can be provided through. Chat services available directly on a…

Boost in-store sales with social media. Infographic illustrating the many ways in which retailers can integrate their social presence with the in-store experience.

The topic of omnichannel marketing seems to be on the lips of most retailers these days. In a time when customers have multiple points of contact with retailers, the expectation is that their experience is seamlessly integrated across any and all channels.

Whether a customer is shopping in-store or scrolling through Instagram, consumers now expect each touchpoint with a brand to be consistent.

The gradual move to omnichannel marketing represents a significant shift in the thinking of retailers. No longer seen as competing opposites, the online world and the brick-and-mortar shop are now seen as complementary pieces of the whole experience. When strategically integrated, all these elements can work together to help the business thrive.

Retailers stand to…

Chart of the Day: A shockingly low rate of personalization of the customer journey is revealed

The growth in use of mobile devices and increasingly complex customer journeys means that multichannel retailers need to deliver customer experiences that that integrate across customer journeys as consumers increasingly use multiple channels on the path to purchase. Given the growing importance of omnichannel marketing, UX consultancy Practicology has teamed up with Google in a recent benchmark report, to review omnichannel experiences across Europe. Retailers are strongest in providing integration with store information, for example through store locators and also returns. Integrating personalization across channels performs has the lowest score with using in-store technology also scoring relatively low. Although this report focuses on retail, you can use our popular free multichannel marketing benchmark templates to review your performance across different digital marketing channels and customer experience.

Research source

Source:  Download…

Chart of the day: Youtube remains the main distributor channel to enhance engagement rates

Looking into the future, it is important that companies have a clear digital plan entering 2018. With a multitude of different platforms at every marketer's disposal, it can be challenging to know which ones need the most attention to connect with potential customers. However, there are some channels and media that cause the biggest disruption for marketers and their efforts to get their brand noticed. When we asked respondents about future disruptors to their busi- ness, people across the globe cited the current political landscape as a source of disruption in their jobs. For the rst time, we received a multitude of references to current events: Brexit, the current U.S. administration, economic crises, world politics, and even a call-out on currency uctuations in South Africa. For business leaders, uncertainty and fear in the political and…

Chart of the Day: Millennials  (18-34 year olds) utilize a greater range of channels before purchasing products online than Gen-X and Baby Boomers

As consumers, we are more savvy with our purchases that ever before. By the time we have finally decided to buy a particular product we will have spent a good chunk of time researching our options to try and find the best deal we can for the product that suits our needs. In research conducted by Salesforce surveying 4,000 consumers across the UK, USA and Canada, it was found that while the respondents spent most of their time researching on the internet before purchasing online they also spent a significant amount of time using multiple channels including email, in person, on mobile apps and more. Interestingly, there are significant differences between the behavior of millennials, Gen-X and Baby Bloomers. Millennials seems to not favor a particular channel after using websites with…

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