What is Omnichannel Marketing?
Omnichannel marketing is a hot topic these days - and with good reason. If you truly succeed in your omnichannel approach, you will be able to deliver a great omnichannel experience across all channels, which ultimately means a higher engagement and more sale. However, when it comes to omnichannel retail, the missing link is knowing what the consumers really want.
Luckily, we can’t read people’s mind. What we can do, is to use the data available and to listen to the consumers. Based on their preferences, needs and online behaviour, we are able to create a personalized omnichannel experience.
Why? Because we want consumers to stay within the experience of one brand to encourage higher engagement and more sale. Today, shopping exclusively through a single channel every time is a rare, maybe even non-existing phenomenon. Customers shopping experience involves both physical stores, online, from brands alike and across channels - but people tend to stay with your brand, when all channels work together in a seamless shopping experience.
Modern purchase behaviour is driven by personalized engagement through timely and relevant content, whether it is B2B or B2C. It’s about providing consumers with what they want, when and where they want it. This is omnichannel marketing.
"Online sales are growing steadily, in spite of a furious competitive online market with both price pressure and international players."
- Michael Wassmann, Head of Ecommerce & Digital Marketing, Matas.
Matas is a Danish based business, founded in 1949, that operates a chain of drug stores across Denmark. The store's motto is "Good Advice Makes the Difference". The chain consists of +290 stores, employs approximately 2,300 people and has an annual revenue of approximately 1.6 billion kr (About 300 million USD).
Matas faced a series of challenges. Dramatic increase in competition from large supermarket chains, pure play webshops and international competitors in an increasingly price focused marketspace. While their digital presence delivered sales in their webshop, it also meant a lot to their physical sales in their 296 stores. Like most retailers, Matas struggled to understand how much online research impacts offline purchase. They were therefore unable to aggressively increase their marketing spend to face the fierce competition.
Atcore envisioned a solution where digital and physical sales were fully integrated and where it was possible to document digital ads effect on physical sales, as well as using the full dataset to intelligently promote their offerings digitally to consumers. The Atcore data team therefore integrated all transaction and behavioral data across offline and online, which revealed fundamental knowledge for the entire business. It gave Matas the capability to dramatically increase budgets while maintaining positive ROI.
Based on the segmentation of Matas’ data, we are now able to predict different behaviour such as:
- Who their best customers are and what customers are likely to leave us
- How to encourage customers to shop more frequently and buy more
- How to use data to adjust budget spend and messaging across all digital channels to each individual customer
Activate your Omnichannel Marketing
You’ve got all your data, but you need the right knowledge and technology to activate your insights and turn it into an Omnichannel solution.
We will help you collect the data, integrate it and execute based on your insights.
Integration is the foundation
Collect the right data
Get a 360 degree customer profile with the right technical set-up. Your data is collected, connected, processed and profiled - to map your customers digital footprints. This allows you to build up a unique journey, also referred to as the customer journey. The customer journey connects all touchpoints and helps you understand the customer experience and thereby the voice of the consumers, their motivations and needs. In other words: We use an outside-in approach. All recommendations are based on data and analytics and not opinions. Once your data is in the platform, you will be able to integrate it in your communication and campaigns - and you will know which campaigns work, and which campaigns that does not. Your platform is up and running within eight weeks. We are certified users in Google Analytics 360 partner BigQuery.
Predict and benefit
Target the ideal customer with the appropriate message
We segment your deep data to predict reality and presume a general behaviour from certain types of customers. Map typical behaviour patterns, enrich your existing customer profiles or upload new. Use it to map your customer journey, segment your customers and target the right person with the right message at the right time. You do that by creating relatable content based on your insights that you push to relevant people through relevant channels. By understanding your customers actions across channels, you increase your chances of converting them at the right time.
Measure campaigns and gain
Execute the right campaigns and increase your revenue
Activate relevant campaigns based on valuable customer insights and not guessing. Ensure that you are able to meet the expectations of the consumers during their customer journey with the right content. Track the effects of both offline and online marketing on store revenue and know how much you gain on your campaigns. We help companies find their internal capabilities and we work towards long term solutions. We will get you started, train you, follow you and help you build the necessary skill set. Boost or manage? You can choose a 3, 6 or 9 months or an all-around solution, in which we handle everything. It’s up to you.
What can I gain from integrating
Omnichannel Marketing in my business?
Sell more by being personal in your approach
Predict reality and presume a general behaviour from certain types of customers. You can map typical behaviour patterns and use it to segment your customers - then target the right person with the right message at the right time. By understanding your customers actions across channels, you increase your chances of converting them at the right time.
Make better decisions faster and focus winning on campaigns
Activate relevant campaigns based on valuable customer insights and not guessing. Track the effects of both offline and online marketing on store revenue and know how much you gain on your campaigns, based on data. In other words: Measure everything, segment your audience and justify your increased marketing spend.
Outperform your competitors and win market shares
Gain a deep understanding of what and when your customers buy. Understand how the effect of your customers online research behaviour impacts their offline buying behaviour and increase revenue in your physical stores.
It’s a complex data world out there. Are you struggling with these challenges?
Inconsistency in communication across channels
You have a hard time understanding your customers buying behaviour and choices, and you are not able to understand their history and preferences. This makes it impossible to deliver the right message at the right time and give them a unified shopping experience.
You have no idea which customers are the most valuable
And you don’t know, which customers are about to leave. You are putting too much effort in the wrong places, you focus on the wrong customers and you are communicating through the wrong channels.
You cannot connect your physical sales revenue to your digital marketing spend
You haven’t connected your revenue stream by unifying your telephone, retail, sales work etc. You are lacking the right technology and the right know-how to collect and connect important data.
You are experiencing an increased competition from pure digital competitors
E-commerce is growing rapidly and you will quickly be left behind, if you don’t adjust to the always evolving digital world. You might have the right technology-stack, but you are unsure of how to use it.