It’s 2015 and your customers are jumping from their phones, to their iPads to their laptops and back again. Oh, and they’re visiting their social media pages, your landing pages, third party reviews and your competitors, all before making their final purchase decision.
If today’s shopping journey were as simple as going from A to B, providing an effective Omnichannel shopping experience would be a walk in the park (pardon the pun).
But rather than exploring linearly, shoppers are going through round after round of quests to find the product that best suits their specific need.
How does a clever retailer ensure an accommodating presence throughout the shopper journey?
Remember that old Chutes and Ladders game you used to play with as a kid? Do good deeds and you get closer to the finish line. Land on a naughty activity and down you slide.
Imagine your shopper is trying to get to the final square (buying your product) but all along the way are helpful ladders and potential slides. In this scenario designing an effective omnichannel strategy, is all putting those ladders in key locations to provide your shoppers with the impetus to get them to winning square.
More Ladders on Every Row
Remember, every shopper on the board is looking to buy. Have you evenly spaced your opportunities on every row in front of them?
Providing an effective omnichannel marketing experience is akin to ensuring you have a number of “good” omnichannel ladders across the board to help get your customer to the final square. From sending reminders on abandoned shopping carts to offering discounts on wishlisted items, each additional “ladder” you offer improves the odds of your shopper reaching the finish line.
Omnichannel NOT Multichannel
Omnichannel does not mean simply being on every channel the customer is on, but providing a streamlined customer experience across all channels. If I’ve shortlisted items on my mobile and it doesn’t reflect when I’m at your website on my laptop, then that is effectively a “slide” in my shopper experience.
Consumers are looking to use all available channels in a more integrated way. It is therefore not enough to provide a consistent message across all channels, but to be able to provide a unique, personal experience on any channel the shopper may choose.
Only One Player Tile Per Shopper
Shoppers can wear many hats. But that doesn’t mean they stop being your shoppers while they are being mothers, employees or daughters. For a seamless omnichannel experience, it is essential to know exactly who you are following on the board. The right analytics tools can help you achieve this, regardless of what persona your shopper may be wearing.
Work Towards Removing those Slides
Examine your shoppers’ retail journeys from multiple angles and consider ways you can block or detour their negative experiences. Failed transactions? Perhaps a free voucher could ease the sting and turn that slide back into a ladder. Poor reviews? Send a few free samples to some social media influencers.
Remember the Board is Both Virtual and Real
Your shopper traverses both the real and digital worlds in their shopping experience and as a retailer, so should you. A good way of ensuring a consistent omnichannel experience is by securing your brand presence in the digital world, such as e-commerce pages, social media channels, third party reviews, video demos and more.
Additionally retailers are experiencing great results by bringing technology back into the stores through digital catalogues, displaying online reviews near products, or showcasing what your peers are buying or saying is popular.
It is a challenging job for retailers to anticipate and fulfil today’s shopper demands. Begin by recognizing that the shopper journey is no longer a linear experience.
The Chutes & Ladders approach can help you clearly visualize the ups and downs in the path your shoppers take to become customers… and ways for you to build short-cuts!