Four key elements of successful omnichannel experiences

Today’s customers expect an integrated, frictionless path that enables them to shop when, where and however they please.

Meeting those expectations requires a robust strategy that is applied across the path to purchase to create a meaningful omnichannel experience. Depth and breadth of high-quality data form a foundation for achieving powerful actionable insights that drive meaningful experiences. But having data is only one part of the equation. You also need to unlock its potential. 

Combining shopper insights with data science and technology creates a more valuable experience for customers by saving them both time and money. Brands also win by getting the right product in front of the right customers at the right time. Forging meaningful connections with consumers in an omnichannel experience that is consistent and personalized begins with these foundational elements:

1. Customer-centric focus

Omnichannel touchpoints must genuinely benefit the customer in ways such as by saving time or money. While strategizing a way to create meaningful omnichannel experiences, focus on the benefits to the customer first and foremost. Work your way through the entire customer journey to determine where the customer can be helped. What could add value to a touchpoint? What will save the customer time or create a more efficient experience? Are the promotions or offers relevant to customers? 

2. Embracing customer feedback 

Customer feedback is crucial to understanding omnichannel shoppers’ preferences and expectations. Incorporate that feedback to best meet shoppers’ needs, no matter how they choose to build their baskets. For 84.51°’s February 2023 Real Time Insights Survey, omnichannel shoppers were asked what it means to have a seamless experience between shopping at the same retailer in-store and online.

A significant portion of shoppers expect similar experiences: 67% expect the same coupons to be available, and 66% say pricing should be the same online and in-store. Omnichannel shoppers are defined as those who shopped both online and in-store at Kroger over the past 52 weeks.

Freshly picked categories (seafood, meats and produce) and gifts/home goods (toys, cards, décor) are the top two types of categories omnichannel shoppers prefer to shop in-store. And more than 80% of omnichannel shoppers claim that order accuracy and availability are important when shopping online, and 25% will shift their spend if items are out of stock. 

3. Measurable impact

Tracking and measuring customer interactions and sentiment enables brands to make informed decisions for improvement. Measure the impact of changes along the shopper journey to understand what changed (positively or negatively) in behavior or engagement. Did customers engage differently with a new promotion or channel? Did changes made to underlying algorithms create a more efficient and valuable shopping experience for customers?  

4. Data-driven optimization

It’s more difficult than ever for retailers and brands to differentiate themselves from competitors and hold shoppers’ attention. Consumers are bombarded with irrelevant messages, emails and ads that fail to deliver value or reach them in the ways that they prefer.

Leverage the power of data to optimize your omnichannel strategy. Technological advancements such as the integration of machine learning and artificial intelligence allow brands and retailers to scale their omnichannel experiences with increased agility and flexibility. This endeavor necessitates investment in top-tier data capture, technology and science to inspire shopper discovery, offer relevant promotions, drive conversions and more – across a variety of channels.

Data strategies that enable relevant omnichannel customer experiences are essential for breaking through the noise. It’s an opportunity to connect with customers and deliver the experiences that they have come to expect.