Consumption and purchasing behavior are changing, and even physical stores are in the midst of a digital transformation: while it is becoming increasingly important to maximize efficiency and better manage every aspect of the sales process, from the availability of products in stock to all stages of the supply chain, the real challenge lies in reaching out to the customer, aiming for targeted communication and offerings based on their real consumer needs and interests.
Omnichannel marketing automation: the next step in building a customer relationship
More traditional marketing teaches us to segment the target market between B2C and B2B and suggests that we imagine the customer journey of a typical customer as a linear process that moves from the knowledge phase to the purchase phase(awareness, familiarity, consideration, purchase and loyalty).However, the advent of digital, the increasing amount of information with which consumers come into contact and the multiplication of touch points with brands have made the scenario more complex: it is increasingly difficult to be able to know the weight of each contact stage in the final purchase choice, just as it is increasingly difficult for marketers to predict the consumer’s own behaviors.
In this context, adopting an omnichannel strategy supported by marketing automation activities is the next step in creating a true relationship with one’s customers geared toward customer loyalty.
From the ability to arouse interest by communicating the right message at the right time, to using flows to turn the contact into a lead, to nurturing strategies to lead the contact to turn into a real customer, to the ability to manage and customize all post-sale communications for true loyalty strategies, all regardless of the channel and touch point between brand and consumer: if platforms for marketing automation simplify the activities of marketers by allowing them to manage from a single tool all the activities for the customer journey of their customers and prospects, what is fundamental, upstream, is the creation of a real omichannel strategy.
Omnichannel customer experience: the power of data
Knowing your customers inside out, making them feel unique, and knowing how to always surprise them: if for retail and ecommerce the challenge is played out on the ability to create omnichannel customer experiences, one cannot help but start with the realization that doing so requires being able to manage all data and information within a single platform, what is technically identified as the DMP (data management platform).This is precisely the case with Blendee, which, among itsvarious marketing automation features, puts at the service of its users the integration, normalization and processing of data from the different off-line and on-line channels.From the e-commerce site to CRM, not forgetting cash management, loyalty systems, ERP, APPs and social: all data, which concern master information, interests, browsing and purchasing behaviors of customers and potential customers, are aggregated providing marketers with a powerful information base for devising effective and efficient marketing strategies.
In fact, true success starts with knowing one’s customers, their interests , needs and behaviors: here lies the foundation for the success of any marketing strategy.
Data collection, integration, segmentation, profiling but more: the power of big data is also growing considerably with the contribution of artificial intelligence and machine learning.Thanks to the latter, Blendee makes it possible to predict very accurately what will be the rewarding behaviors or solicitations for each individual user even based on the behavior of similar users.
Omnichannel strategy: the physical store, one of the most important touch points
Despite the growth of the e-commerce sector, there are still many consumers who prefer to complete their purchases off-line, and while online searches for products and services are growing, more than80 percent of users still say they prefer the point of sale to the online shop, especially if the purchase involves a luxury good.
The point of sale is thus confirmed as a key touch point in the customer journey of an omnichannel consumer.
Here people are often looking for real experiences and the personalization of offers, product proposals becomes crucial.Blendee’s features also support the activities of salespeople in physical stores, not only allowing them to recognize not only customers but also the products they consulted within the brand’s site, whether they have added any to their shopping cart and for which categories of items they are most interested.Personalization of the relationship at the point of sale but not only: such advanced systems for the management and integration of data also allow to optimize and improve the effectiveness of the activities of customer care and after-sales services for successful 360-degree marketing strategies.
