How to get the most from your cross-channel marketing plan

Over the past few years, there has been a radical evolution in consumer purchasing habits as digitally-driven purchasing becomes the dominant force in so many sectors.

How to get the most from your cross-channel marketing plan

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That said, and even though the use of online applications for comparison and customer reviews of products continues to gain momentum, many consumers still prefer to conclude their journey with the physical act of purchasing in-store. Accordingly, retailers now understand that regardless of how many purchases are made traditionally, consumers stepping through the door of a store are likely to have been online prior to making a decision.

Retailers seeking to maintain and grow market share therefore need to be aware of the power of the online market.

Death of the silo

This creates a challenge in determining where their marketing spend needs to be focused. In designing the user journey, in conjunction with specialists such as, e-purchasing and traditional channels must become mutually complementary. Successful businesses are fully exploiting web design in Belfast and other locations, in order to design the shopping experience from the customer perspective.

In terms of the cultural shift required to effect this, different departments need to be thinking in terms of end-sales, regardless of whether they are generated through traditional or digital means. It takes a significant level of training to remind sales teams that there is not an ‘us and them’ competition between online and in-person purchasing. Any sale is a success, irrespective as to how it was executed and completed.

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Placing the customer first

The bottom line is that firms are accepting that a customer journey can now be carried out up to the point of completed sale online, or a consumer may visit the store, view the product and then return home to order online. Customers have to come before culture. This means that all team members need to effect a transition from thinking in silos and channels, and instead realise that the only goal is the final sale – however it materialises.

The only way to achieve this is to unite all channels with the single aim of driving sales. Customers may exploit more than one channel for a given purchase and unless all departments are in full collaboration, the risk of defection to a competitor with a seamless omni-channel presence is very real.

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