In this blog series, I’ll uncover the power of personalized omnichannel experiences. Due to its expansive subject matter, I’ve broken it down into three parts. In part 1, I’ll explain how connecting your mobile data with your eCommerce or CRM data unlocks a full 360 view of your customers. This connection enables you to better engage your customers with ultra-personalization.
Not surprisingly, 45% of shoppers are more likely to shop if they’re approached with personalization. In order to create personalized omnichannel experiences, you’ll first need to understand how to get started with personalization.
Personalization starts by integrating customer data across all channels including mobile. See the video below.
Connect Your eCommerce Data with Mobile Activity
Brands are able to capture big data using eCommerce systems, CRM, loyalty programs, POS, marketing automation and other software. However, how they’re managing it with mobile activities is the missing ingredient. Often mobile data is often siloed or separated from other channels and departments. Thus, mobile activities are managed one-dimensionally and not integrated with other customer data for a full picture.
Rather, synchronizing customer data with mobile activity is the key to unlocking revenue AND seeing the full omnichannel customer journey. Therefore, marketers better understand customers on a hyper-personalized level.
For example, Anna is browsing through your apparel website and puts a blouse in her cart. However, she decides to close the site and abandon her basket and checkout.
A few days later, Anna is window shopping. She passes nearby your store and without opening your app, she gets a push notification. The push message says, “Hey Anna, Still interested in that blouse? Get 10% it in-store!” You pushed the message to Anna through geo-fencing.
She decides to visit your store. Once she walks in, she received the 10% off in-app voucher. She redeems it and buys the blouse. Anna leaves your shop. Consequently, her app passes by a beacon range and an in-app survey triggers to her phone. She provides feedback about your staff, customer experience both online and in-store and she’d also like to receive more notifications about sales.
Sound intrigued? For takeaway material, I encourage you to check out our “Proximity Marketing“ brief below. Proximity marketing is a clever way to engage your customers on a localized and personalized level. Executing an effective proximity marketing strategy pinpoints the right message, at the right time, in the right place, to the right user. Learn more below.
Stay tuned next week for part II: Personalizing omnichannel experiences with app content