How To Deploy An Omnichannel Strategy

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Isaac Herman

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How To Deploy An Omnichannel Strategy

15/04/2021 Categories: Articles

There’s a common misconception over the term “omnichannel”. Most people hear this and assume it just means that you sell your products on multiple marketplaces. It’s much more than that. Omnichannel revolves around the customer and delivers a consistent brand experience that builds a personal connection with your customers across all channels. What does this mean for the actual customer? In the simplest terms, customers can access information and choose to make purchases from any channel, since the channels are connected to each other. Omnichannel gives your business an advantage; Customers who engaged with three or more channels spent 13% more than customers who did not. Unifying the data between all sales channels means a customer can jump to any channel to engage with your company, and pick up wherever they left off in the purchase process. Basically, it gives them more opportunities to buy while providing them with your cohesive brand and style. That’s why BigCommerce is embracing omnichannel in 2021, and why small-to-midsize merchants should take advantage. Figure Out the Sales Channels that Work For your Business To deploy a successful omnichannel strategy, here are the top 3 questions you need to consider: Which sales channels is your brand most aligned with? Which target market are you the most invested in? What are the top preferred devices of most of your customers? To better understand how omnichannel retailing works, lets come up with an example. Let’s say you are an apparel store. While some retailers are taking their entire brand online, you want to stand out by encouraging your customers to shop from both your online and brick-and-mortar stores. This brings us to our first question: Which sales channels have you aligned your brand to the most? In this case we are attempting to bring the functions of the online store into the physical store. Here are a few suggestions: Provide sales associates with tablets that customers can use to place orders for apparel that may be unavailable at the specific location. The store notifies customers when their order has arrived so that they can come pick it up when it arrives. Self-service checkout counters allow customers to pay for their purchases without the help of a cashier. For customers who would rather skip paying delivery charges, allow them to order online and collect their purchases from the store. That way customers can drop by, scan the receipt, and pick up their purchase.   Target Market Smooth, convenient customer journeys – even dynamic omnichannel ones – convert more buyers. Creating a buyer experience like this requires a deep understanding of your target market. Audience segmentation is the key. Segment your audience using four broad categories: Demographic: Basic customer information such as gender, education, age, occupation, and family size. Behavioral: This is the meat and potatoes of customer data, including stats on loyalty, user behavior, website usage, device choices, and shopping habits. Geographical: This one is simple: It’s a customer’s location and can be as localized or as broad as you like. Psychographic: This category includes societal-oriented details like lifestyle choices and social class. So, now you know that you need a lot of data to inform the strategy for your omnichannel marketing plan. To capture that data, you’ll need the right technologies. BigCommerce offers a built-in data collection resource kit, The BigCommerce Analytics Suite. The suite consists of 11 reports tailored for the various aspects of your store, ranging from merchandising to shopper behavior. BigCommerce also

omnichannel devices

that.

Omnichannel revolves around the customer and delivers a consistent brand experience that builds a personal connection with your customers across all channels. What does this mean for the actual customer? In the simplest terms, customers can access information and choose to make purchases from any channel, since the channels are connected to each other.

Omnichannel gives your business an advantage; Customers who engaged with three or more channels spent 13% more than customers who did not. Unifying the data between all sales channels means a customer can jump to any channel to engage with your company, and pick up wherever they left off in the purchase process. Basically, it gives them more opportunities to buy while providing them with your cohesive brand and style.

That’s why BigCommerce is embracing omnichannel in 2021, and why small-to-midsize merchants should take advantage.

device shopping

Figure Out the Sales Channels that Work For your Business

To deploy a successful omnichannel strategy, here are the top 3 questions you need to consider:

  1. Which sales channels is your brand most aligned with?
  2. Which target market are you the most invested in?
  3. What are the top preferred devices of most of your customers?

To better understand how omnichannel retailing works, lets come up with an example. Let’s say you are an apparel store.

While some retailers are taking their entire brand online, you want to stand out by encouraging your customers to shop from both your online and brick-and-mortar stores. This brings us to our first question: Which sales channels have you aligned your brand to the most?

In this case we are attempting to bring the functions of the online store into the physical store. Here are a few suggestions:

  • Provide sales associates with tablets that customers can use to place orders for apparel that may be unavailable at the specific location. The store notifies customers when their order has arrived so that they can come pick it up when it arrives.
  • Self-service checkout counters allow customers to pay for their purchases without the help of a cashier.
  • For customers who would rather skip paying delivery charges, allow them to order online and collect their purchases from the store. That way customers can drop by, scan the receipt, and pick up their purchase.

 target market

Target Market

Smooth, convenient customer journeys – even dynamic omnichannel ones – convert more buyers. Creating a buyer experience like this requires a deep understanding of your target market.

Audience segmentation is the key. Segment your audience using four broad categories:

  • Demographic: Basic customer information such as gender, education, age, occupation, and family size.
  • Behavioral: This is the meat and potatoes of customer data, including stats on loyalty, user behavior, website usage, device choices, and shopping habits.
  • Geographical: This one is simple: It’s a customer’s location and can be as localized or as broad as you like.
  • Psychographic: This category includes societal-oriented details like lifestyle choices and social class.

So, now you know that you need a lot of data to inform the strategy for your omnichannel marketing plan. To capture that data, you’ll need the right technologies.

BigCommerce offers a built-in data collection resource kit, The BigCommerce Analytics Suite. The suite consists of 11 reports tailored for the various aspects of your store, ranging from merchandising to shopper behavior. BigCommerce also have a premium offering, eCommerce Insights, which analyzes all your store data and makes suggestions for improving your business.

The BigCommerce Analytics dashboard allows you to get a consolidated snapshot including orders, sales channels, storefront conversion rates, and Average Order Value.

Detailed reports and exports let you examine various aspects of store performance. See where shoppers get stuck, which products are moving or lagging, the impact of your promos or sales, and more.

Finally, based on this data, recalibrate your understanding of the target consumer. Rethink your sales channels, messaging, and advertising to appeal to your target consumers.

According to the National Retail Federation’s Winter 2020 Consumer View, 83% of shoppers say convenience while shopping is much more important compared to five years ago.

The unspoken cost of convenience is drastically illustrated in another statistic from this report: 97% have backed out of a purchase simply because it caused too much inconvenience.

Device management

Cross-Device Shopping

Create touchpoints on the platforms your target consumers prefer. These can include:

  • Shoppable email marketing campaigns
  • Mobile apps
  • Desktop stores
  • Good old-fashioned in-store shopping

Next, bridge the gaps between channels.

The critical aspect of omnichannel marketing is that the experience is seamless and consistent between online and offline sales channels.

For example, Facebook offers eCommerce integrations that allow brands to set up shop on their platform. If your business has a prominent Facebook presence, you can tie your website to the products you sell on Facebook.  From there, users will be able to make a purchase on the website but choose to pick up their purchase in-store, which creates a seamless transition from online shopping to the brick-and-mortar storefront.

Cross-screen identification is another brand-new step. As users access multiple devices throughout their customer journeys, marketers can utilize cross-screen identification technology to match a tablet, smartphone, tablet, or any other connected device to a specific individual. Next, they can track how consumers use their gadgets to navigate between your website, social accounts, and customer portals. 

Evolutionary marketing technology like this solidify a strong user experience and build a successful omnichannel strategy.

friends across channels

Implementing Omnichannel Via BigCommerce and Kensium

BigCommerce is an Open SaaS platform and headless commerce provider based on low total cost of ownership and highly flexible APIs. Kensium provides expertise and consultations on how to implement BigCommerce, as well as rapid deployment options.

If you sell through multiple marketplaces and channels, the BigCommerce Channel Manager may be perfect for you. It’s an opportunity to maximize your visibility across the biggest marketplaces and advertising platforms on the web. On top of that, Channel Manager automatically syncs your inventory, which keeps all your marketplace postings in line with product availability.

Jessica Schanzer, product marketing manager at BigCommerce, explains:

"With the latest version of Channel Manager, we wanted to make it easier for merchants to handle their ever-growing omnichannel sales presence. Each channel provider page also surfaces technology integrations that are most relevant for that channel and that merchant's needs. We're very excited to build upon this foundation of Channel Manager and add more storefront channels in the future.”

To learn more about how to take advantage of the BigCommerce platform and its evolving technology, contact Kensium today.

 

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Authored By
Isaac Herman
Body

Omnichannel experience

There’s a common misconception over the term “omnichannel”. Most people hear this and assume it just means that you sell your products on multiple marketplaces. It’s much more than that.

Omnichannel revolves around the customer and delivers a consistent brand experience that builds a personal connection with your customers across all channels. What does this mean for the actual customer? In the simplest terms, customers can access information and choose to make purchases from any channel, since the channels are connected to each other.

Omnichannel gives your business an advantage; Customers who engaged with three or more channels spent 13% more than customers who did not. Unifying the data between all sales channels means a customer can jump to any channel to engage with your company, and pick up wherever they left off in the purchase process. Basically, it gives them more opportunities to buy while providing them with your cohesive brand and style.

That’s why BigCommerce is embracing omnichannel in 2021, and why small-to-midsize merchants should take advantage.

device shopping

Figure Out the Sales Channels that Work For your Business

To deploy a successful omnichannel strategy, here are the top 3 questions you need to consider:

  1. Which sales channels is your brand most aligned with?
  2. Which target market are you the most invested in?
  3. What are the top preferred devices of most of your customers?

To better understand how omnichannel retailing works, lets come up with an example. Let’s say you are an apparel store.

While some retailers are taking their entire brand online, you want to stand out by encouraging your customers to shop from both your online and brick-and-mortar stores. This brings us to our first question: Which sales channels have you aligned your brand to the most?

In this case we are attempting to bring the functions of the online store into the physical store. Here are a few suggestions:

  • Provide sales associates with tablets that customers can use to place orders for apparel that may be unavailable at the specific location. The store notifies customers when their order has arrived so that they can come pick it up when it arrives.
  • Self-service checkout counters allow customers to pay for their purchases without the help of a cashier.
  • For customers who would rather skip paying delivery charges, allow them to order online and collect their purchases from the store. That way customers can drop by, scan the receipt, and pick up their purchase.

 target market

Target Market

Smooth, convenient customer journeys – even dynamic omnichannel ones – convert more buyers. Creating a buyer experience like this requires a deep understanding of your target market.

Audience segmentation is the key. Segment your audience using four broad categories:

  • Demographic: Basic customer information such as gender, education, age, occupation, and family size.
  • Behavioral: This is the meat and potatoes of customer data, including stats on loyalty, user behavior, website usage, device choices, and shopping habits.
  • Geographical: This one is simple: It’s a customer’s location and can be as localized or as broad as you like.
  • Psychographic: This category includes societal-oriented details like lifestyle choices and social class.

So, now you know that you need a lot of data to inform the strategy for your omnichannel marketing plan. To capture that data, you’ll need the right technologies.

BigCommerce offers a built-in data collection resource kit, The BigCommerce Analytics Suite. The suite consists of 11 reports tailored for the various aspects of your store, ranging from merchandising to shopper behavior. BigCommerce also have a premium offering, eCommerce Insights, which analyzes all your store data and makes suggestions for improving your business.

The BigCommerce Analytics dashboard allows you to get a consolidated snapshot including orders, sales channels, storefront conversion rates, and Average Order Value.

Detailed reports and exports let you examine various aspects of store performance. See where shoppers get stuck, which products are moving or lagging, the impact of your promos or sales, and more.

Finally, based on this data, recalibrate your understanding of the target consumer. Rethink your sales channels, messaging, and advertising to appeal to your target consumers.

According to the National Retail Federation’s Winter 2020 Consumer View, 83% of shoppers say convenience while shopping is much more important compared to five years ago.

The unspoken cost of convenience is drastically illustrated in another statistic from this report: 97% have backed out of a purchase simply because it caused too much inconvenience.

Device management

Cross-Device Shopping

Create touchpoints on the platforms your target consumers prefer. These can include:

  • Shoppable email marketing campaigns
  • Mobile apps
  • Desktop stores
  • Good old-fashioned in-store shopping

Next, bridge the gaps between channels.

The critical aspect of omnichannel marketing is that the experience is seamless and consistent between online and offline sales channels.

For example, Facebook offers eCommerce integrations that allow brands to set up shop on their platform. If your business has a prominent Facebook presence, you can tie your website to the products you sell on Facebook.  From there, users will be able to make a purchase on the website but choose to pick up their purchase in-store, which creates a seamless transition from online shopping to the brick-and-mortar storefront.

Cross-screen identification is another brand-new step. As users access multiple devices throughout their customer journeys, marketers can utilize cross-screen identification technology to match a tablet, smartphone, tablet, or any other connected device to a specific individual. Next, they can track how consumers use their gadgets to navigate between your website, social accounts, and customer portals. 

Evolutionary marketing technology like this solidify a strong user experience and build a successful omnichannel strategy.

friends across channels

Implementing Omnichannel Via BigCommerce and Kensium

BigCommerce is an Open SaaS platform and headless commerce provider based on low total cost of ownership and highly flexible APIs. Kensium provides expertise and consultations on how to implement BigCommerce, as well as rapid deployment options.

If you sell through multiple marketplaces and channels, the BigCommerce Channel Manager may be perfect for you. It’s an opportunity to maximize your visibility across the biggest marketplaces and advertising platforms on the web. On top of that, Channel Manager automatically syncs your inventory, which keeps all your marketplace postings in line with product availability.

Jessica Schanzer, product marketing manager at BigCommerce, explains:

"With the latest version of Channel Manager, we wanted to make it easier for merchants to handle their ever-growing omnichannel sales presence. Each channel provider page also surfaces technology integrations that are most relevant for that channel and that merchant's needs. We're very excited to build upon this foundation of Channel Manager and add more storefront channels in the future.”

To learn more about how to take advantage of the BigCommerce platform and its evolving technology, contact Kensium today.

 

 
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