E-commerce marketing
E-commerce marketing
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 min read
February 8, 2017

Building Omni-Channels That Suit Your Business


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While physical stores may see the larger closing of sales, with the onset of online commerce, social media and the smartphone, the customer’s shopping behavior has changed. They now use multiple devices simultaneously and many non-website channels to browse, research and make a purchase. When the customer experience is seamless across many platforms.

  • they engage with you better
  • you establish their loyalty
  • reduce attrition
  • better differentiate between demographics and buying patterns

Tablet devices account for the highest add-to-cart rates on e-commerce websites at 8.58%.

Mobile offers are redeemed 10x more frequently than print offers.

Average smartphone conversion rates are up 64% compared to the average desktop conversion rates.

Assess different channels:

Appraise the efficacy of different passageways that allow more customers to come through – based on buying behaviors which ones are effective, which don’t show much promise, which one ought to be in your portfolio and which one shouldn’t. This helps you understand where you need to bridge the gap and the value-adding sources.

Integrate the channels:

All the channels have distinct purposes of conduit but need to work together to conduce the result of connectivity and lead retention. Make sure only applications supporting the omni-channels are aligned to build consistency and continuity.


Unfortunately, it doesn’t end with just laying out a new road; you also need signboards and highway services. Online and off-line modes need to be synchronized. Understand the path to purchase preferences to know how you should personalize the cross-channel experience while cashing in on distinguishing features of each channel. For instance, most people use smartphones or tablets to research (since their mobile devices are usually always on their person), they may use mobile apps or websites (which need to be optimized for different devices), they probably use social media or forums to gather reviews, comparisons and feedback from other users, and finally use a desktop to make a purchase. Are you offering them ease to shuttle between so many spaces without hitches?

Flexibility over rigidity:

Organic change and adaptability help your channel grow as opposed to rigid conformity to metrics that may have worked during one phase of the growing process. Customer needs change, technology changes, shopping patterns change. Maintaining the habit of feedback loops, using data analytics to constantly study your channels, and experimenting to understand where newer solutions need to be integrated into the current strategy are ways to stay afloat while also monetizing data.

Finally, tie in all these pointers with your loyalty goals – create a unified loyalty program across channels – and watch it work its wonders!

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