So while consumers enjoy faster service and mobile access, retailers will continue to learn as much as they can about you-and turn that personal info into revenue.Īrticle originally published in Community News.įounded by Tana M. Marketers are still looking to improve their metrics, modernize loyalty programs, and standardize customer service across all touchpoints, including social media platforms. Omni-channel marketing is still fairly new and, therefore, imperfect. receive deals, offers and coupons that are more targeted to our unique shopping preferences.have the ability to shop, browse, reserve, check inventory, and purchase across multiple devices in one cohesive, continuous experience.are more informed on a more immediate basis.target consumers on multiple devices according to the data and analytics they acquire.track customers’ activity, including what and when we order, which devices we use, how we interact with our digital shopping chart, if and when we use their app, etc.maintain frequent contact with their customers in order to build trust and brand loyalty.Have you checked in via an airport kiosk? Downloaded a mobile boarding pass? Received text alerts for delayed flights? These various touchpoints have multiple benefits both for companies as well as consumers. And when you pay at the register, the cashier asks, “Would you like to sign up to receive email notifications?” to which you reply, “Of course!” Consider all of the carefully coordinated touchpoints-all of the points of contact between the restaurant (the seller) and you (the buyer).Īirlines have also adopted this trend in order to improve their customers’ travel experience. When you walk in, an employee takes your order with a iPad, which you then confirm on a flat-screen TV. On the way there, you download their app, which allows you to peruse their menu. You click the ad to claim the coupon and find their closest location. Imagine you spot a Facebook ad for 50% off at a new fast-casual restaurant. So we can thank ourselves for this tech-evolution. We wanted to have mobile access to all of our information, so they designed apps and mobile-friendly websites. We wanted guarantees that items will be in stock, so they built online inventories. We wanted faster service, so they created mobile ordering. Why go through all this trouble? Well, in truth, we started it. When a company utilizes multiple channels to reach their customers, make the sale, and craft a seamless, perfectly integrated customer experience, this is called “omni-channel marketing.” Well, it wasn’t overnight, though it is startling how rapidly retail stores adapted to these new technologies. Overnight, buying coffee became much more complex. We can purchase at the counter like always or in advance on our mobile devices. All of a sudden, the world was buying coffee with Starbucks accounts, accessible via a card we keep in our wallet, an app we store on our phone, or a customer log-in on the store’s website.
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