Many retailers often dream about an If you build it, he [or she] will come situation. Alas, we don’t live in the movies and marketers have the ultimate challenge of making the registers ring with happy shoppers. Shoppers demand an increasingly omni-channel experience and as we’ve written before, they are more likely to spend compared to those shopping through one channel. Blueport Commerce takes a look at what marketers can do to take advantage of the omni-channel experience to lure in new customers.
Use Data To Your Advantage
Start with data to help guide you. Shop.org shares tips in its latest Think Tank article on how to blend online and in-store analysis of traffic, email, and PPC to help enhance your omni-channel strategy. They focus on algorithm testing by region, understanding email’s impact on stores and paid search.
Bridge The Gap Between Mobile, In-Store And Online
Once you hone in on an approach, bridge the gap between online, in-store and mobile through customer engagement tactics like these:
- Manage and improve communication from email all the way through to customer care
- Ensure these communications are consistent – that promotions, inventory, and availability are consistent no matter where customers are shopping
- Make customer’s data available to them everywhere, so the shopping experience in-store, at home and through mobile is truly seamless
- Retain them! According to Aberdeen, the strongest omni-channel customer engagement strategies retain an average of 89% of their customers, compared with 33% for companies with weak omni-channel strategies.
Omni-Channel’s Impact On Marketing Furniture
Stores are an important component of shopping for furniture, which makes omni-channel marketing even more important in this category. As such, furniture retailers need to meet their consumers at every touch point to make a sizeable impact on the market.
In the absence of brick-and-mortar stores, retailer’s need not fret. Innovative technologies, such as augmented reality, help retailers bring the in-store experience home by allowing customers to view 3D models of furniture through mobile.
Where to start? Use these tips to think about a foundation and begin to understand how customers are shopping with data. Then, bridge the gap across every possible marketing and customer touch point for the greatest impact.
About Blueport Commerce
Leading furniture companies work with Blueport Commerce to capture the billion dollar furniture e-commerce opportunity. We marry our clients’ bricks-and-mortar infrastructure and expertise with our decade of online furniture experience, innovative technology, and customized marketing services. For some retailers, the Blueport e-commerce platform powers their branded omni-channel websites, driving sales online and in their stores. For other retailers, we drive online sales through Furniture.com, our e-commerce website. For many, we do both. Learn more here. And, if you’re interested in working for Blueport, check out our e-commerce jobs on our careers page.