How do you capture clients on multiple channels?

Anshul Kudal    28 June, 2019

Have you heard of the word omnichannel? It is a word which is used a lot in the world of marketing. Like its name indicates, it refers to multiple sales channels available to the consumer, which can include physical shops, pop-ups, the web and apps.

Omnichannel, which originally focused on the physical world, has expanded into the digital world. The digital strategy has become the most important part for the majority of businesses, but experts in marketing however don’t know how to connect the online and the offline world.

Clients use different channels when they want to buy a product. The first time that they come into contact with a product is possibly on social media or on television. Once the product has caught the attention of the public, they can find it online to look at prices or models; then, the potential customer goes to a physical store to test the product (especially with fashion and electronics) and finally they decide whether to buy it, either in the physical store or afterwards online.

The numerous points of contact between the product and the potential clients are what hinders the work of marketing professionals in understanding and interpreting the needs of the public. It is complicated to establish percentages about which clients prefer the online service and which clients opt for a more traditional method in-store.

One of the marketing objectives is to capture the attention of the consumer in order to offer them the products which most relate to their needs. The multiple channels make it difficult to make a personalised experience for the clients. On the online platform it is relatively straightforward to offer a personalised environment which selects the products most appropriate for each consumer, however with the offline medium, the customer may feel lost if they do not find the product they desire in the expected section of the physical store. For example, a consumer can assess products differently online and can go to a local shop to try them out, once they arrive at that shop that can become drawn other products with better offers or it could be that the shop says the product which they are interested in online is not available.

These factors mean that in the transition from online to offline, potential clients are lost, without knowing for sure what has led the consumer to change their decision. It causes a loss of fundamental data.

How do you resolve this loss of data?

One solution could be to encapsulate all of the business data in a large database which will compare and analyse it, something which would take a lot of effort, with capturing information about offline shopping patterns already being quite tedious.

Audience and Attribution allows business and marketing professionals to find buying and interest patterns and to create profiles of the visitors of an online business based on data processed by Telefónica. Also, it identifies the interests of the users which go to a physical store, including the users who are near physical advertisements, such as billboard.

Audience and Attribution thus allows the gathering of information about online and offline consumers and also values the profitability of advertising investments, as it can register users that have bought a product due to a physical advert, or that have visited a store, whether it be online or offline.

In order not to lose information when consumers move to offline platforms, you can also use LUCA Store which provides information about the potential of an area of influence, zones of interest and visitors at a point of sale.

Finally, business and marketing professionals will be able to have a 360º view of their business!

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