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How to Achieve an Omnichannel Strategy

Buyers these days are smart customers that use new technologies to get informed, compare products and prices, and make purchases as comfortably as possible. Improving the customer experience on every channel customers use to communicate with the brand is a necessity for retailers to help retain customers. According to a report from the Harvard Business Review that includes results from 46,000 surveyed shoppers, 73% use various channels to make a purchase. Only 7% buy exclusively online and only 20% buy exclusively in stores.

This is why digitizing stores is crucial for providing a positive experience for smart customers. Omnichannel means communicating with customers through many different channels seamlessly and recognizing them as the same person so they don’t have to fill in information they already provided. This leads to greater brand loyalty and improved customer engagement. To achieve an optimized omnichannel strategy, you need:

  1. To know your customers and their in-store behavior

Digitizing stores implies, among other things, installing sensors that collect and analyze visitor data to understand their in-store behavior. Knowing what customers are interested in is important because it allows you to improve the customer experience by interacting with them through personalized content.

Beabloo has various solutions that analyze the audience, their profiles and store traffic (number of visitors, mobile devices, path), which helps you act based on their patterns and needs. Through anonymous facial recognition, these solutions provide demographic information on digital signage viewers and their attention time. Traffic Analytics tools let you analyze the flow of possible customers that pass by the store window, those that come in, and the distribution of new and recurring customers. They also analyze the behavior of customers in different zones of the store with heatmaps so you can see which zones are most frequented and which you have to promote more. 

  1. To know which channels your customers prefer

It is important to determine which channels your customers use the most to concentrate your marketing efforts. It is also important to know if your customers prefer buying in the store or online, if they get information from social networks or the store app, and so on. This lets you maximize your efforts by promoting content and communicating with customers based on their preferences so that, no matter which channel they prefer, their experience is always perfect.

Tools like Beabloo’s Wi-Fi Customer Insight are a huge help in that respect. They analyze the online behavior of customers visiting a physical store to see if they compare prices and products with the competition. Then, you can react accordingly: establish personalized communication with customers on the social networks they use the most to improve their engagement, or compete with other apps that customers open by communicating better with your target audience on your own app.

  1. To use a CMS with the advantages of artificial intelligence

To communicate effectively with your customers through different channels, you need a CMS (content management system) where you can program, adapt, update and send personalized content at the right time and in the right place. The entire omnichannel strategy is based on this tool.

Digitization requires implementing artificial intelligence in the store. This allows you to analyze large amounts of customer data collected by cameras and sensors anonymously and while respecting privacy, and provides personalized, automated responses in real time according to the company strategy. All the analyzed data can be used to personalize communications with customers. With more personalization and an intelligent CMS that promotes content at the ideal time, customers will feel more valued by the brand.

  1. Blur the line between online and offline experiences

If a store has an online presence in addition to their offline presence, it is important to eliminate the division between the channels. The objective is to guarantee coexistence between the two worlds and technology is fundamental for achieving this.

Within stores (the offline world), the best tool for engaging with customers is digital signage because it invites them to interact with the brand. A CMS with intelligent data allocation is essential in these cases since it helps develop and update signage content. This allows you to automate content management and programming elements, as well as provide valuable and personalized information with AI.

Within the online store, m-commerce (mobile commerce) has become a great ally because smartphones are the perfect channel for communicating with customers in a retail space. Beabloo’s Mobile Engagement tool offers the possibility of communicating with in-store customers’ smartphones through tools like beacons which improve their shopping experience.

A truly omnichannel strategy doesn’t distinguish between online and offline. The CMS is a tool that brings personalized information to the right channel for each target. Through their smartphones or digital signage screens within the store that show scannable QR codes, customers can access the store’s website and interesting offers. An unforgettable experience in the store doesn’t end there, though. It can continue on a mobile device, website or app. The collection of solutions Beabloo offers with their Active Customer Intelligence Suite (ACIS) helps you understand your customers to personalize the information you provide them, learn their preferred channels and improve their shopping experience by providing a truly omnichannel experience. Understanding your customers and giving them homogeneous service across all devices is the first step towards staying ahead of the curve as a brand.

Guiomar Fernandez