Digital & Social Archives - Omnichannel Personalization SaaS Solution

13 Mar
2018

Leverage Mobile as a Gateway to Omnichannel Retail

In the immortal words of Bob Dylan, “The time’s they are a-changin,” and the average customer’s buying journey looks much different than it did in years past. Mobile commerce, or m-commerce, is one of the primary drivers of this evolution. Customers are often introduced to brands on their mobile devices – whether that happens through social media, peer recommendations, or search engine results. Simply put, mobile is the way of the future. Google reports that 53 percent of all teens and 43 percent of 25 to 34-year olds prefer to make purchases via mobile device and this number is only expected to rise.

Statista projects that mobile sales will reach 669 billion dollars in revenue this year, but even customers who don’t make their final purchases via mobile still use their devices as an essential touchpoint along their path-to-purchase. As a result, retailers have to build their websites, marketing plans, and social media accounts in way that engages customers with their brand. This is much less difficult to do than it sounds, so let’s go over three ways that retailers can create a mobile presence that encourages customers to continue their product research – functioning as a gateway to a profitable omnichannel experience with their brand.

Impact sales with multiple digital touchpoints

In a 2017 study by Forrester and NRF, digital touchpoints were found to impact 49 percent of retail sales. It’s then safe to surmise that if a retailer provides a mobile experience that customers find unsavory, up to 49 percent of that company’s profits can be lost. Even if a retailer has a presence on multiple channels, however, if that presence is inconsistent or differs greatly from platform to platform it can result in customers dropping off at each phase of the browsing journey. Because of this, consistency is key when working with multiple touchpoints. This refers not only to consistent branding initiatives including logos, background colors, the brand voice, etc.; but to consistent marketing initiatives which reflect a customer’s product preferences and past purchases, as well as instantly registering and updating product selections to reflect only what is available for purchase.

Measure omnichannel success by customer experience

The word “omnichannel” refers to a seamless purchasing journey. As soon as digital technology begins to detract from the individual customer’s experience, the purpose of that technology has been negated. Murph Krajewski got it right when he wrote in Forbes that, “The purpose of omnichannel begins with a customer.” This means retailers should have a strong presence wherever their customers want to browse, it does not suggest, however, that retailers indiscriminately invest in all of the newest tech that hits the show floor. The usefulness of most retail technologies can be measured by each customer. By measuring each customer’s click path, engagement rate and whether or not they make a purchase, retailers can get a birds eye view of where their store is excelling and where they may need to buff up their current operations.

Increase browsing through mobile recommendations

Sales made on mobile are beginning to eclipse those on desktop for many top-tier retailers. According to Shopify, during Black Friday and Cyber Monday 2017 mobile sales accounted for 30 percent of total sales and 46 percent of total sales came from a mobile device. In the current market, there is a big opportunity for retailers to reel in customers through sending personalized product and loyalty messages to customers via their mobile devices. Whether that messaging is most beneficial through text, email, or social media depends on how that individual customer prefers to receive information, as well as where they are in their consumer lifecycle with a particular company. NectarOM gives retailers the opportunity to send personalized recommendations through one centralized database to each individual customer though their browsing platform of choice. With NectarOM, retailers can provide customers with a data-based omnichannel journey which truly mirrors their unique path-to-purchase.

01 Sep
2016

The What, The Why and The How of Omni Channel Marketing

The What (Part 1) – A Strong Foundation

Architects, both digital and beyond, know it is not the beauty of a structure that should call attention, but the foundation which allows it to stand the test of time.

Nowhere is this truer than with Omni Channel marketing.

With the abundance of technology solutions and channel platforms available to today’s marketers, it can be easy to get lost in the glitz and glamour of the Omni Channel revolution.

Purchases no longer follow a linear path, and customers are less predictable than ever before. From social media use, to multi-device interactions, to leveraging digital knowledge with brick and mortar store visits … today’s consumers expect the convenience of several synchronized platforms.

Further complicating the marketing process is the fact that the customer journey is now capable of occurring both online and offline, with simultaneous integration!

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How can businesses respond to these demands?

Businesses should focus their efforts on constructing a consistent and fluid customer experience across all channels and devices, one that customers will enjoy because its foundation meets their needs.

What is a successful Omni Channel foundation built upon? Meeting consumer value expectations.

Today we are here with your Omni Channel blueprint for value and ROI. In this post, we will cover the what, the why and the how of engineering a successful Omni Channel foundation … one that will survive the future of nonlinear purchasing.

As we have already begun with “the what” of our blueprint, let’s take a look at a digital age example of Omni Channel success.

The What (Part 2) – Walgreens

Much praise is justly directed toward Apple and Chipotle for their millennial centric Omni Channel solutions.

These two companies have been innovators within their industries for years, and have been shining examples in adapting to the challenges faced from the digital age and millennial marketing revolution.

Yet, quietly under the radar has flown another company that deserves equal praise for its Omni Channel solutions:

Walgreens

If you dismiss Walgreens as only a drugstore, you are missing a great opportunity to review the benefits of seamless channel integration and customer value. By focusing on the extension of convenience and value, Walgreens unified its customer experience by re-inventing all the things they traditionally did well.

Let’s take a look!

Walgreens Highlight #1 – Mobile Photo Prints

Up until the rise of the digital age, Walgreens and many other similar pharmacy centers (e.g., CVS, Rite Aid) were the “go to” option for developing rolls of personal film. Whether for the holidays, graduations or birthdays, Walgreens promised one-hour development/pickup and always delivered. As the digital age developed, kiosk options became available in storefront locations, and Walgreens catered to the needs of the digital camera enthusiasts.

Then came the smartphone.

The non-professional need to develop proofs almost disappeared overnight! Families began keeping digital scrapbooks instead of printing photos. Pictures were stored on smartphones instead of in books, and no seamless phone to transfer options existed. Logic would have you assume Walgreens fell victim to the digital revolution….

But logic is wrong! Walgreens took the initiative and implemented smartphone technology allowing users to print copies of pictures from their mobile phones. This can be accomplished in the physical store location, on the website or through the phone application itself. By 2014, Walgreens reported that almost 40% of its photo print requests came through its mobile app.

It is an example of adaptation at its finest.

Walgreens Highlight #2 – Prescription Refills

Walgreens has been involved in many product lines over the years. From home decor products, to groceries, to photo printing, its offerings are diverse. Yet, perhaps most significant to its livelihood is its line of pharmacy products and service benefits.

Prior to the digital age, Walgreens, like all pharmacies, would have to physically engage customers at a specific store location, one typically assigned by their primary care physician. The prescription would have to be called in and picked up and the same for refills.

Today? It is a completely different ball game.

Today, consumers are presented with a multitude of different options, including:

Automated email refills (great CRM example)
Barcode scanning via mobile app (digital age evolution)
Call in by phone (tradition never dies)

Walgreens Highlight #3 – Loyalty Rewards Program

What do consumers love? Rewards!

Walgreens has had a rewards program for years, one that traditionally was linked to physical cards carried by consumers. Today, they have responded to the market and gone digital.

Consumers can now use the Walgreens Balance Rewards app to keep track of the reward points they accumulate through purchases, and then use the app or physical card to purchase items with their points. Walgreens has also applied geofencing technology to notify a consumer when they are near a Walgreens location. When the consumer responds to the notification, they are automatically brought to their rewards balance and notified of any coupons.

How instrumental has Walgreens Omni Channel strategy and digital evolution been to its success?

Well, according to their Senior Director of Mobile Commerce, Tim McCauley, consumers simultaneously engaged in multiple Walgreens channels are likely to spend 3.5-6x more than customers who only engage brick and mortar channels.

Walgreens is a perfect example of why Omni Channel Solutions are so absolutely necessary in a digital world.

The Why – Why Are Omni Channel Solutions Necessary?

Some marketing pundits are intent on labeling the Omni Channel philosophy a marketing fad or a trend. Some say that it can, and should, be used interchangeably with other phrases such as cross-channel marketing and multi-channel marketing.

Certain publications have recently gone so far as to proclaim the “death” of the Omni Channel. Taking note of all the rhetoric and hyperbole surrounding how businesses should market to the digital customers of today, we need to answer just one question:

Are Omni Channel strategies truly necessary?

If you want your business to succeed in an integrated purchasing age, the answer is a resounding “yes!”

Let’s examine the benefits….

The Why Benefit #1 – Multiple Points of Sale

The first, and most obvious, benefit to implementing Omni Channel solutions is that customers can easily select the purchase platform most convenient to them. This increased freedom of choice permits consumers to make purchases from wherever they want. Here are several channel interaction examples:

Social media sharing: Today’s social media platforms are all about the transfer of knowledge. Facebook, Twitter, Instagram, Google Plus, etc., they all allow users to share and send information on products and prices like never before. Users can share reviews with their followers, ask for opinions, interact with influencers and receive coupons. The best part? The channel is always open!
E-Commerce: Online shopping will continue to be a staple of the digital age Omni Channel. E-commerce offers customers convenience, unparalleled inventory, excellent customer service and discount perks. E-commerce channels will continue to function as high traffic channels and will be a priority for Generation X and Y alike.
Mobile: Integrated mobile applications and mobile payment solutions grant customers the ability to use their smart devices as point of sale instruments in the exchange of goods for currency. Future solutions could grant fully mobile payment options. This means customers will have the capability of selecting a garment in the store and scanning it with their phones for immediate payment. It is a mobile point of sale in every sense of the word.

The Why Benefit #2 – Enhanced Data Collection Capabilities

The ability to utilize enhanced data analysis solutions is an essential component of any successful Omni Channel implementation.

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Pre-Omni Channel, consumer data was typically leveraged through the use of in-store customer questionnaires or email requests at the point of sale; however, these techniques were (and still are) severely limited in their return on investment (ROI). With only these traditional techniques, it is often difficult to understand the true user profile and purchasing preferences of any one particular customer.

Omni Channel strategies allow for seamless data collection through customer interaction and relationship building. Instead of pestering and pushing for customers to reveal their information and purchasing habits, Omni Channel solutions create the circumstances that facilitate organic and automated data collection. Customers are more willing to give an inside look into their wants and needs, if they are certain they will receive increased value in return.

By seamlessly connecting multiple channels and points of sale, companies can collect customer data in a less intrusive and aggressive manner. This organic collection will allow for enhanced personalization and ultimately more motivation for loyalty.

The Why Benefit #3 – Actionable Consumer Marketing

A final benefit from our non-exhaustive list is the ability for companies to deliver more actionable marketing outputs. Omni Channel solutions will help facilitate the movement of customers from online to offline channels, while providing employees with the tools necessary to meet the demand for increased access to information. The more actionable marketing opportunities that organically arise, the more productivity will increase, and ultimately, consumers will experience a “brand” and not a “channel.” This brand experience will likely prove to be effective in creating an unprecedented and customer-focused relationship.

The How – 5 Pillar Omni Channel Blueprint

Now that we have reviewed what Omni Channel solutions are and why they are important for mastering the digital age, it is time to further examine how they can be created.

Remember, even the most impressive structure crumble without a solid foundation. Here are the five pillars for your Omni Channel blueprint.

The How Pillar #1 – Outline Clear Goals

Before you can begin to implement Omni Channel solutions, you must clearly outline goals regarding products, consumers, services, suppliers, etc. As with any new venture, new risks will arise. However, there is also the opportunity for ample rewards. Goal setting will help narrow your focus and allow you to individually plan for each phase of channel implementation.

Several of the marketing solutions that must be reviewed include: email, social media, direct mail, mobile application solutions, content marketing, brick and mortar implementation and the potential reach and scope of channel integration.

Potential channel related objectives could be:

Consistent branding for a uniform value message
Engaging touch points to facilitate forward movement
Channel integration for frictionless purchasing

As most business structures are built rigidly from the top down, they do not adjust well to unexpected change. Proper planning and goal outlining will help ensure a flexible Omni Channel experience, one not limited by linear rigidity.

The How Pillar #2 – Invest In Basic Channel Capabilities

We have spoken before in prior blog posts on the large disconnect between customer expectations in the digital age and the ability of companies to meet these expectations. According to a 2014 Forrester study, 71% of consumers hold the expectation that they can view brick and mortar inventory online. 50% expect the ability to make a purchase online and then pick it up in the store. Yet, in the exact same study, only 36% of the companies surveyed said they could meet those basic expectations!

The new demands of the digital age require businesses to develop customer centric capabilities that can meet the needs and expectations of consumers. According to an RIS News survey $45 million in sales are lost for every billion in revenue due to lack of integration functionality (i.e., inability to meet consumer needs). Meeting basic needs is key and often has very little to do with technological solutions.

What are some of the basic Omni Channel capabilities that should be developed prior to implementation? Here are three:

CRM: Customer relationship management, both in practice and theory, is a necessity for 360-degree Omni Channel engagement. Before you can understand the expectations of your target market, you need to implement CRM strategies that will define all customer-facing engagements. These systems can also assist with data automation and customer segmentation.
Marketing platforms: One of the biggest customer complaints across all industries has to do with the lack of unity that arises when companies deliver their core value messages. This delivery can be improved by unifying marketing platforms and by integrating technology that will help facilitate the transfer of customer data. As customers in the digital age create expectations based on who they are (not their preferred method of communication), value message delivery must be uniform across all channel solutions.
Product pricing consistency: As multiple online and offline channels are likely to be simultaneously accessed by consumers during the life of a purchase, product pricing consistency is key to customer satisfaction. Regardless of the current channel a customer is in (whether tablet, smartphone or product catalogue), pricing interactions must be consistent. Product details and reviews should be uniform as well, so as not to leave the customer feeling misled. The reality is that a consistent pricing strategy has less to do with technology and more to do with a dependable and cohesive team effort across all channels.

The How Pillar #3 – Optimize Brick and Mortar Locations

Contrary to popular belief, physical storefront locations are not Omni Channel deadweight. Yes, traditional roles are changing. Yet, companies that can adapt and evolve their physical stores with the new digital age will find a treasure trove of benefits. The large majority of sales are still completed at brick and mortar locations. In fact, according to a recent McKinsey & Company study, by the year 2025 85% of customer purchases are projected to be from brick and mortar locations.

How can physical store locations be adapted to the digital age?

Infuse them with technology!

This could potentially mean: digital product displays, mobile checkouts, coupon kiosks, interactive in-store experiences, interactive window displays, online purchase pickup, etc.

There are a limitless number of ways to keep the brick and mortar purchase points relevant within the framework of Omni Channel solutions. If companies can integrate and connect their physical, mobile and online platforms, the physical storefront will continue to remain important as a central hub for the customer journey.

The How Pillar #4 – Enable Technology

Inherently related to Pillars 2 and 3, advanced technology implementation is important enough to warrant its own reminder. Effective technology solutions are an integral part of any Omni Channel journey. From CRM to data management, from storefront relevancy to channel integration, technology can often determine your Omni Channel success.

Companies should implement the technology solutions that solve the riddle of managing the right data, at the right place, at the right time. The digital era has given rise to the integration of consumer and commercial technologies … this is a trend that should be reflected in all facets of consumer/company interactions.

Several of the likely solutions you will need to integrate into online/offline locations and channels include:

Data Management Systems
Customer Relationship Management Solutions
Social Network Management Technology
Interactive Customer Solutions (Brick & Mortar)

The How Pillar #5 – Define The Consumer Roadmap

The last step in the Omni Channel blueprint is to outline progress. Companies should draft an Omni Channel development map and review the whole experience from the target markets’ point of view. An understanding of not only potential customers, but the journey they will likely take, will help businesses understand how far they have come and how much further they need to go in their Omni Channel development.

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By assessing growth capabilities, companies will be able to spot and address any integration gaps.

Be sure to have a confident understanding of the following:

Inventory
Order Management Systems
Customer Data Solutions
Network
Operational Effectiveness

To Conclude…

With the ever evolving needs of the digital age, there is no such thing as a foolproof Omni Channel plan; however, the 5 Pillar Omni Channel Blueprint is both an instrumental and vital tool to help your business achieve positive ROI.

By applying its principles, you can begin to build a strong Omni Channel foundation that will stand the test of time.

22 Aug
2016

Social Media and Omni Channel Marketing

#Hashtag Marketing – A Changing of the Consumer Value Paradigm

In the dark ages of marketing, prior to any notion of the Omni Channel solutions, marketing strategies were traditionally defined via a purchaser/provider relationship. This relationship was based upon a variety of interactions, consequences and statistical probabilities on behalf of both parties.

Until recently, consumers fully engaged in the purchasing process had a rather limited freedom of choice. Both the company and consumer were generally aware of market needs, but information was limited and misinformation rampant.

In-depth product/service information? Competitor price points? Peer product reviews?

All of these areas were virtually non-existent.

Consumers of the past were forced to engage in an internal, and often subconscious, cost benefit analyses.

“Convenience or knowledge?”

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Do I take a chance on product X, and hope for the best? Or, do I actively (and arduously) seek more information?

More often than not, consumer choices were reactionary. Goods and services were thrown at consumers without rhyme or reason, while their wants and needs were often determined by third-party salespeople and advertising techniques. So-called “informed decision-making” was a mixture of word of mouth reviews, seasonal catalogue meandering and brick and mortar visits.

As a consumer, it was almost impossible to know if other higher quality and cost effective choices existed.

Yet, times have changed….

The last two decades of technological advancements have broken the consumer free from the chains of misinformation. Today, true freedom of choice exists independent of product producers and advertisers.

As we have previously discussed, today’s consumers have completely reinvented the expectation of value. This has resulted in a fundamental role shift within the traditional purchasing process. What is at the heart of this important shift in value?

#Social Media

Purchasing is no longer a linear activity and neither is the manner in which we interact socially:

When a birthday or holiday arises, consumers no longer head to the nearest mall to spend hours moving from department store to department store hoping to find the perfect gift.

Now, when we desire to talk to or see a friend living in a different time zone or country, we no longer have to depend on long distance calling or vacation time.

Physical proximity as a deciding factor, in both social and purchasing relationships, is no longer exclusively relevant.

This is all due to the rise of social networking….

Social Networking and the Omni Channel

As social networking and technology continue to influence interpersonal relationships and the consumer purchasing paradigm, their impact on Omni Channel solutions will only continue to grow. The impact potential for businesses utilizing social media is enormous and, if successful, is bound to manifest in the following ways:

Unique Brand Personalization
Expanded Loyalty and Engagement Programs
Enhanced Target Market Insights
Increased Mobile Agility
Improved Data Analytics

The one true expectation for any Omni Channel solution is the cultivation of positive company/purchaser interactions across a wide variety of spectrums. Social media networking gift-wraps a unique opportunity because it gives companies the opportunity to interact with consumers (and potential consumers) on their own communication platforms.

According to #Socialnomics, 93% of shoppers make buying decisions based on social media. By advancing beyond the traditionally stagnant channels of yesteryear, to those pioneered by Millennials, companies have created the opportunity for increased brand awareness, purchaser influence, and brand loyalty via Omni Channel communications.

Want to see the impact of social media in action?

Let’s examine various benefits of seamless social media integration with existing Omni Channel solutions.

Data Analytics

The optimal way for businesses to truly understand their target market is to learn their unique preferences for value. As this is a new phenomenon for the digital age, the best way to understand consumer value preferences is to frequently use the social technology they hold dear.

According to a survey conducted by the Pew Research Center, over 52% of online adults use two or more social media platforms for their digital networking! Implementing data solutions to aggregate target market data will allow limitless potential to study “impact metrics” and avoid superficial statistics such as “number of followers.”

Various potential impact analyses includes:

Content: What you are posting and what is being shared. When content is relevant, you will likely see a wide spread share pattern develop. Attention to share patterns will allow you to alter products and services to fit target market value preferences.

Influencers: Careful data analysis should be devoted to reviewing the follow patterns of target markets. Influencers are those select social media users that, for whatever reason, have the capability of exerting significant influence on their followers. Those making an impact/influencers of your target market should be your influencers, and social data should be analyzed keeping this greater strategy in mind.
Competition: Social data monitoring technology grants businesses greater competitive insights than ever before. From strengths and weaknesses, to opportunities and threats, the typical social media strategy covers the Business 101 basics. Take advantage of the transparency and see how competitors are perceived in the market.

Customer Service

Social media solutions offer exceptional value to businesses. One of the most important is the ability to gauge market response to products or services in real time. Social media users are quite vocal regarding what does and does not resonate with them and their expectations for service.

Let’s take a look at the picture below evidencing a common customer inquiry regarding airline baggage policy. Pay attention to how JetBlue effectively and efficiently responds with not only the desired information, but an additional information source as well.

JetBlue is an example of a company utilizing the real time flow of information over social media to assist their customers with flight issues and questions. As demonstrated in the photo above, not only did the company prove responsive to a customer inquiry, but this photo was widely distributed via social media after the client’s request was positively resolved. From complaints, to compliments, to questions, social media is a great way to interact with customers that utilize multiple communication and purchase channels.

A word to the wise: Tread carefully though, for while criticism and customer inquiries are often constructive, there is potential for disaster if product or service mismanagement goes viral (see photo below).

Increased Brand Awareness

A recent study by Eventbrite revealed that digital age customers, and in particular millennials, value experiences more than price points. That is to say, when comparing products and services, the most important factor is the experience provided, not the price. While this notion is non-traditional, having a clear understanding of it is vital to success in the digital age.

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Social media integration into Omni Channel solutions can help foster a more complete customer experience by opening up direct channels of communication. Digital marketing and communication channels, principally social media, can provide brand visibility at a fraction of the price of traditional methods.

Effective social media brand awareness can manifest in the following ways:

Shared Communal Values: Some say consumers in the digital age love to talk about themselves. A more accurate statement would be to say: consumers love to share their experiences. A community of like minded consumers, of those who share the same values and experiences, provides an unbelieveable opportunity for communication. A perfect example of this in the digital age is Weight Watchers. By implementing uniform user experiences across multiple social media platforms, the company is able to engineer a seamless integration of goal sharing and support. With the amount of free digital resources now available, this is especially crucial for paid service companies such as Weight Watchers.

Create Buzz: Social media implementation has the ability to create long term value through “brand buzz.” However, keep in mind that this buzz is not always positive, as brand polarization has the potential to create a large gap between supporters and critics. Yet, this is not necessarily a bad thing. Bad buzz can stimulate growth and provide an opportunity for increased support through constructive change.

Personalization: Content personalization is a necessity in the digital age. Through social media data analysis, companies can identify what consumer value drivers will create long term loyalty, and then aim to align their values with those of their consumers. Once companies identify customer values, they can integrate traditional marketing techniques to create for a seamless flow from channel to channel. Companies can also use customer service techniques (referenced above) to leverage personalization with brand/consumer values.

Mobile Integration

The combination of mobile device optimization and highly responsive mobile marketing channels is changing the way customers interact with businesses. While the desktop isn’t dead, smart Omni Channel marketers need to seriously consider the benefits of going mobile. We have previously covered how mobile applications and loyalty programs are changing the way consumers purchase and interact with companies. Mobile social media as a piece of the Omni Channel puzzle should not be overlooked.

According to prior predictions, the number of mobile smartphone users worldwide surpassed 2 billion in 2016….

2 BILLION!

That number represents a quarter of the world’s population who now has access to e-commerce applications and social media platforms through their mobile devices. Marketing Land recently reviewed ComScore’s 2016 U.S. Cross-Platform Future in Focus study and revealed that nearly 80% of social media interactions are initiated through mobile devices. Given that eye popping statistic, it is no coincidence that mobile marketing spending is projected to account for 72% of annual marketing spending by 2019.

What are some of the ways that mobile is changing the role of social media within the Omni Channel? Let’s review:

Location Marketing: One of the greatest benefits of smart phones, for both consumers and businesses, is location specific information. According to a recent Global Location Trends Report, 75% of marketers believe location based marketing will be vital for 2016. Location based marketing strategies depend on smart devices that allows users to access networks based on global positioning systems. Instagram, Facebook and Foursquare have all leveraged these location strategies to enhance value for all users. From searching nearby locations for friends, to “checking in” services, to location specific discounts, geo-tagging is changing the ways businesses utilize social media.

Mobile Payments: Social media payment platforms are on the rise and quickly altering the consumer/provider landscape more than ever previously thought possible. Applications such as Venmo, which has been called the “quintessential app for the urban professional twenty-something,” have transformed mobile payment into a niche social media market. In-fact, if I had a nickel for every time I heard someone say, “Hey, can you Venmo me?” I probably wouldn’t be writing this article right now. As EMarketer estimates the value of mobile payment transaction to reach $27.05 billion in 2016, it should be an immediate priority for any serious Omni Channel strategy.

Global Access: The traditional barriers to entry that once held back the global market will soon be extinct. Another recent Pew Research Center study reports: “Smartphone ownership rates have skyrocketed in many countries since 2013. This includes increases of over 25 percentage points among the total population in large emerging economies such as Turkey (+42 points), Malaysia (+34), Chile (+26) and Brazil (+26)….” Worldwide, mobile devices are rapidly evolving into the most common way that we consume social and digital information. The emerging access to previously inaccessible markets, in both the United States and abroad, is one way that social media will continue to impact the future of Omni Channel solutions.

To Conclude….

While only a single part of the greater Omni Channel strategy, social media has the potential to be so much more than #hashtag marketing.

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With the increased usage of smart devices and social media platforms by today’s purchasers, the potential for strategic implementation is infinite. From dissolving global borders, to increasing awareness, to facilitating mobile payments, social media will continue to play an essential role for both consumers and companies the world over.

15 Aug
2016

Understanding Value: The Key to Cracking the Millennial Code

The Millennial Problem

The digital age has been upon us for some time now, and by all appearances, it is here to stay. Consumer demands now function within the context of a globalized market. The previous norms and boundaries of the consumer/producer relationship no longer exist … new needs are the norm, and they must be met creatively like never before.

A central component to the new needs of consumers is the notion of value. Yet, it is not what you as a producer or service provider value, nor what you think your market segments should value. Today’s standard of value is established by the consumer.

The market consumers of today do not come from the same cookie cutter generations of the past. They grew up under the unique duality of advanced technological freedom and the very real constraints of an economic downturn. They are the Millennials. They value social technology, transparency and utility … and they are here to stay.

This brings us to the all-important question of the digital age.

Do You Have a Millennial Problem?

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A great number of companies and industries have found it challenging to adjust to the changing times. From large insurance companies to the food and beverage industry to the real estate market, the greater business community has, at times, appeared oblivious to the wants and needs of the largest consumer generation in the United States (80 million according to the U.S. Chamber of Commerce Foundation).

Market specialists from all industries have embarked upon a valiant quest to crack the Millennial code. Some have succeeded; many have failed. Yet, before we can crack the code, we must understand a bit more about today’s so-called “selfie” generation.

Let’s take a look!

Millennials: Who Are They and What Do They Value?

By most accounts, Millennials are the offspring of the baby boomer generation, typically falling within an age range of 18-34. Generation Y, as they are also known, has a strong independent streak that has puzzled marketers for years. Millennials believe in education, but also in practical experience. Traditional “book and lecture” training has been cast aside in favor of “hands on” engagements. Millennials also favor a work-life balance that is heavily tilted towards life.

Causes are key for this generation, and as such, Millennials desire to be a part of a community with a purpose. They hold the most abundant quantity of purchasing power, and they learn to use this power to purchase with a purpose. As Millennials grew up in the era of socially smart technology, they have integrated it with their consumer expectations and look to interact with known “social influencers.”

This means that the research, purchase and review process is integrated by Millennials into one seamless Omni Channel system that happens at the speed of smartphone light. Information is easily accessible across a multitude of social platforms, and Millennial consumers are more informed than ever. They want the ability to enter and leave channels at their own discretion, and they want company support along the way. They will let you know, in real time, their satisfaction (or lack thereof) with a product or service, and they are likely to be inspired by smart social media campaigns.

So, which Millennial values do you need to incorporate A$AP?

A good place to start is with the “abilities.”

Organic marketability, sociability, product sustainability and social network capability.

By integrating and performing these functions at both a high level and efficient level, you can build the foundation for what is ultimately the key to cracking the Millennial code:

Personalization.

What is personalization and how can it be successfully applied to your Millennial strategy?

Let’s take a look!

The Personalization Preference

While a multitude of Millennial values influence purchases, personalization is the glue holding the foundation together. Its application is not only a great way to engage the market – especially across digital platforms – it often proves to be the easiest and most effective method of value creation.

From online dating with match.com to picking the topping for your pizza with the Domino’s order app to designing your own footwear with Nike or Adidas, consumers want to play a larger role in the creation of the sales process. In granting Millennials the ability to influence the process, producers empower the market, build relationships and increase the likelihood of building long-term purchasing loyalty.

Yet, it is a telling sign that certain markets have resisted the call to adapt. Many marketers and industry experts have attempted to equate the Millennial desire for customization to that of an ego problem. The typical example goes something like this:

“Millennials aren’t buying [X thing] because they are the generation of ‘me’, and not ‘we.’”

This is standard industry rhetoric, and it continuously fails to realize that Millennials grew up with unprecedented technological progress and variety. You would be hard-pressed to find a younger Millennial who remembers what the world was like before smartphones, tablets and the internet. From ordering to marketing to product creation, personalization fulfills the dual Millennial need of interpersonal purchase relationships and individuality.

How Can You Begin to Implement Personalization Strategies?

The easiest way is through demographic tracking and Omni Channel personalization solutions. By employing various methods and techniques, digital marketers can create unique customer profiles based on preferences, behaviors and social groups (not life stage). This data can then be applied to the most advanced CRM software and self-service platforms to create the diverse options that Millennials crave.

Share a Coke

A simple customization example, but nonetheless effective, was the recent personalization marketing campaign put into effect by Coca-Cola. The “Share a Coke” campaign was implemented in the United States during the summer of 2014 as a Millennial-focused personalization strategy. The company removed its famous and highly recognizable 20-ounce Coke label and replaced it with individual names and phrases from around the world. Consumers were encouraged to look for and purchase the name of a family member, friend or loved one and “Share a Coke” with them.

What was the market response to this unexpected personalization?

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This Millennial-focused campaign helped Coke acquire 28% more customers than during to the same comparable period in 2013!

Coca-Cola, determined to align itself and its product with Millennial values, also dedicated a significant portion of its resources to social media networking and relationship building. Tapping into the Millennial desire for valuable community-centric experiences, Coca-Cola encouraged Coke drinkers to use social media to share a picture of their personalized Coke bottle with the hashtag #ShareACoke.

This social tag was shared more than 250,000 times! The consumers, rather than the company, began to organically push the promotion of the campaign across multiple social media platforms. By creating added value through self-expression and social experience, Coca-Cola was able to sell its market not just on a product, but on being a member of a community.

The “Share a Coke” campaign is a perfect example of the potential for consumer driven success in the digital age.

While Coca-Cola is a shining example of Millennial personalization, we should also focus our attention on other important Millennial values.

To achieve this goal, let’s take a look at a Millennial favorite … fast casual dining.

Fast Casual Dining: Pioneering Value

There is no clearer case of the “Millennial problem” than that of quick service dining provider, McDonald’s Corporation.

Between 2011-2014, the average number of consumers ages 19-21 that visited McDonald’s monthly fell by almost 13%. Perhaps even worse, the number of consumers ages 22-37 who visited McDonald’s monthly remained entirely stagnant … as in zero growth, zero decline.

Simply. Flat.

Corroborating these statistics is an internal McDonald’s memo admitting that the company “doesn’t even rank among the demographics top 10 restaurant chains…”

This is McDonalds we are talking about here! The world’s largest restaurant company by revenue!

What happened?

Simply put, when the needs and values of customers changed, McDonald’s failed to adapt.

Do you remember the Millennial values we previously discussed? Those of transparency, social relevance, personalization, etc.? Well those are exactly the values fast casual dining has capitalized on over the last five years. Techniques originally pioneered by fast casual service provider Chipotle are now the mainstay expectation for Millennial diners. What are a few of the ways in which Chipotle has met the needs of the Millennial market?

1) Personal Cooking Stations: Chipotle orders are always prepared right in front customers using only the freshest and most sustainable ingredients. The liberty of choice is highly valued by Millennials, and it is a major selling point for the company. What is presented to the customer is a truly customizable meal, one built by them to fit their perfect flavor preferences. It is a service provided to meet their specific needs, and this, in turn, helps build consumer and brand loyalty.

2) Utilizing Social Influencers: Chipotle recently gifted “burrito membership cards” to select public figures, including celebrities and athletes. The card provides the owner with a daily, free burrito for a limited duration of time. How does a burrito card for celebrities help market to Millennials? Well, it creates the image of exclusivity and targets social media influencers. By targeting public figures of the Millennial generation, Chipotle has created the circumstances that allow for genuine and organic social media marketing to occur (as evidenced in this Bryce Harper tweet).

3) Social Sustainability: Chipotle recently wrapped up (excuse the pun) an effective Millennial marketing effort with the release of a comedy mini-series entitled Farmed and Dangerous. Recognized for its fresh and sustainable ingredients, Chipotle highlighted these socially conscious values throughout the series and also utilized other important aspects of Millennial culture, including:

Web streaming technology (think Netflix)
Transparency/social awareness
Interactive mobile applications

4) App Ordering: A digital age necessity focusing on convenience and technology. Mobile apps have served to help Chipotle further cement Millennial loyalty and brand value.

As you can see, fast casual dining has effectively succeeded in capitalizing on Millennial markets. Many companies, such as Chipotle, recognized Millennial value long before their market competitors. For their part, McDonald’s has now instituted various changes in an attempt to adapt to market demands and reach Millennials.

You can now find a fully customizable “McWrap” (a quasi-burrito/sandwich) in all locations as well as a personalized ordering application in select locations.

Time will tell if these efforts are too little too late.

To Conclude….

The incorporation of Millennial value drivers will be a necessary element of any viable marketing plan in the digital age….

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Now that you have a bit more information on what drives the “selfie” generation, you can feel confident in your ability to succeed where McDonald’s failed and begin cracking the code of tomorrow’s trillion-dollar demographic.

08 Aug
2016

Millennial Expectations and the Omni Channel Experience

The Market Channel Revolution

If history has taught us one important lesson, it is that change never comes easy.

In stagnant markets, revolutions are sure to arise. Often beginning with consumer discontent, these revolts have the potential to wash away market staleness and stimulate a new era of innovation.

Make no mistake: A revolution is upon us right now. A new era in customer relationship management has arrived to remove the old, archaic methods of the past.

We are experiencing a market channel revolution.

A shift in values has visibly manifested in the relationship between customer and company. It is here that a change in control has occurred, and as such, traditional marketing paradigms will soon be obsolete. The limits of the customer-company business relationship are no longer controlled and dictated by producers. Today, businesses cannot justify marketing efforts exclusively focused on isolated channels.

Why?

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Because channel movement is no longer limited by technology. Today’s world is the world of the digital age. Today’s market is the market of Millennials. The “trillion-dollar generation” was born with a smartphone in one hand and a tablet in the other. Customers now have the ability to travel seamlessly from one channel to another, facilitating simultaneous and multi-channel interactions on a whim.

Does this impact consumer expectations?

In one word – YES.

Customers (i.e., Millennials) now hold the expectation that no matter where they are, and no matter their preferred method of interaction at that moment, touchpoint channels will seamlessly integrate through advanced technology. The margin of error is small, but the potential for success is limitless.

Out of this revolution, the “Omni Channel” was born.

What Is the Omni Channel?

The Omni Channel concept represents the notion that customer expectations are “on demand.” Traditional cross-channel customer interactions now are looped on repeat, a “Groundhog Day” for the digital era.

If Customer Y desires a new TV, he or she no longer goes to the local electronics store, asks for in-person assistance, browses models and makes a selection. In the digital age, Customer Y is conducting research, engaging with prior purchasers, pitting company against company, price against price and updating social networks all in real time!

With Omni Channel solutions a customer/client interaction will occur within each channel of the customer journey. How can businesses ensure positive Return on Investment (ROI) within each Omni Channel segment?

Focus on customer experience!

The Millennial Experience – From Research to Purchase to Product Review

Perhaps the most telling Millennial characteristic is the preference for meaningful experiences over tangible “things.” These experiences have a tendency to be communal, tech savvy and full of real value. In order to ensure maximum ROI for all Omni Channel segments, companies must provide an experience that reflects the Millennial notion of value.

How should you begin addressing the challenge of Millennial demands?

Let’s review a few important Omni Channel best practices:

1) Go mobile!

The successful implementation of mobile application platforms is perhaps the most crucial determiner of Omni Channel success. Customers, especially Millennials, use their mobile devices as a social extension of their mind, body and soul.

How many ounces in a quart? Google it! What movies are playing tonight? Google it! What are consumers saying about that new computer? Google it!

Today’s customers have the ability to both start and finish purchases solely on their mobile devices. The incentive to do so is high and, more often than not, is motivated by convenience. It is for this exact reason that mobile platforms are key to an effective Omni Channel experience. Businesses should also strive to include interactive chat assistance on their mobile platforms. Customers desire multiple levels of efficient customer service across all segments. A 1-800 customer service number no longer suffices with today’s diverse market.

For in-store purchases, mobile payment options should be made available as well. Like their generational elders, today’s purchasers are still inclined to make in-store visits. However, the key difference is that millennials are now accessing real-time information via their mobile devices while they purchase! From discounts to reviews to product information, the desire to consistently be informed is an essential part of their Omni Channel experience

Additional mobile options to consider include mobile payment applications and rewards plans. It is documented that Millennials are more willing to promote brands that reward them for their loyalty. “Check-ins” and “social tags” can expose businesses to wider market segments and can be achieved through interactive discount or rewards programs. Global market analysts predict that mobile payments in the U.S. will triple this year alone, with Millennials leading the way as early adopters. Mobile payment applications and reward programs are simple strategies that allow companies to attract more shoppers and simultaneously attain additional exposure benefits (as we shall soon see with Starbucks).

Remember, time is a valuable currency in the digital age. Mobile platforms with Millennial-inspired perks and efficient customer assistance will add value and help customers save more than just dollars.

2) Create User Segments and Respond Effectively

Understanding diverse target markets is key to creating responsive Omni Channel segments. This is achieved through data point research, analysis and automation software. By employing software solutions such as Customer Data Management from NectarOM, businesses can capture customer data and build profiles containing a wealth of information. Once you obtain customer profiles, you can begin to engineer your Omni Channel to cater to specific user preferences.

For example, 25- to 35-year-old Millennial males working in finance are likely to have different experience preferences when compared to 35- to 45-year-old fathers from Generation X. Depending on which audience you are targeting, you will likely highlight different portions and aspects of your Omni Channel experience. If knowledge is power, consumer data is a powerful tool to help you build success through strategic market segmentation.

Another important Omni Channel strength is the ability to be responsive to users across multiple platforms and throughout the entire life of a purchase. Eighty-six percent of Americans ages 18-29 own a smartphone. Twenty-eight percent of Millennials use their smartphones to shop online. As consumers are increasingly engaging companies across multiple platforms, businesses must equally engage their customers and sync their channels. A classic example would be that of the “shopping cart.” If a user initiates the purchase process on their tablet and places an item in their shopping cart, that item should remain in their shopping cart and be accessible across all channels (i.e., laptop, tablet and mobile device).

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User responsiveness and market segmentation are techniques from the Omni Channel toolbox that can help ensure efficiency in the face of market demands and provide a solid foundation for positive customer experiences.

3) Develop Consistency

Rounding out our Omni Channel best practices, we find consistency.

Consistency hails from the same family tree as responsiveness but stands out as unique in its implementation. Channel functionality across multiple platforms should indeed be responsive (i.e., items remaining in the shopping cart), but each channel must also be homogeneous (color patterns, user options, function locations, etc.).

For example, if a client pauses a purchase activity on their phone, with the intent to resume later that day on their tablet, the general layout and functionality of the new channel should remain more or less the same. If the “My Orders” option is located under the “My Account” tab when shopping with an iPhone, it should remain in the same location when shopping with an iPad.

However, this isn’t always the case.

A recent retail industry survey from TimeTrade revealed a significant disconnect between consumers and companies. More than half of the 100 retail company decision makers surveyed for the 2016 study held the impression that their companies provided “a consistent experience across all channels.” Yet, only 26% of the 5,000 consumers surveyed for the same study actually agreed.

How can businesses reconcile this difference between perception and reality?

Here are two simple starter strategies:

Commit to frequent data updates across all platforms.
Consolidate data distribution channels.

This two-prong approach is intended to advance the value creation process. As product data and customer experiences are both living, breathing elements of the Omni Channel, systems should be implemented that leverage data from multiple sources. Whether via internal applications or through third-party solutions, pertinent data should undergo automated distribution processes in order to ensure uniform circulation across all channels.

A truly shining example of 360-degree Omni Channel engagement is observed in the typical experience of a Starbuck’s Coffee customer. When it comes to integrating all three of the aforementioned best practices and creating a truly stimulating Omni Channel experience, Starbucks Coffee stands alone.

Let’s take a quick look!

Starbucks – A Unique Omni Channel Experience

At the core of the Starbucks Omni Channel experience is the notion of value. In a simple, yet effective manner, Starbucks has engineered recurring customer loyalty through its rewards program. Customer engagements are effortlessly integrated between multiple platforms and channel levels. From mobile applications to physical locations to social media, customers are encouraged to move seamlessly from platform to platform and share their experiences along the way. Further highlighting the notion of customer integration, Starbucks customers even have the option of sharing their ideas online and collectively voting for change.

Where does a typical Starbucks engagement start and end? With the mobile app.

The Starbucks App and Rewards Program

While physical purchase locations will likely always remain the most important channel for markets in the food and beverage industry, Starbucks has expertly added enhanced value through their mobile application and rewards program. Customers using the mobile app can link it to their rewards card and, in turn, they are offered additional benefits that integrate and add value to the act of purchasing a coffee. This value serves to incentivize users to make recurring purchases.

Some of the linkage benefits include:

Ability to order and pay
Barista tipping capabilities
Reward Points monitoring
Ability to add funds to account (via PayPal integration)

Basic channel functionality at its finest.

Need more? Ok, here’s more. You can check what songs are playing in the store you are in! In real time!

The mobile application integrates with Spotify, allowing customers to download the playlist, create suggestions and share songs through social media. It is a complete integration of the most crucial elements of any successful Omni Channel: physical location, mobile application, social networking and the customer.

To further emphasize the importance of seamless channel integration, look no further than the numbers reported by Starbucks CEO, Howard Schultz, in March of this year. During his Q1 call, Schultz informed analysts that 21% of all U.S. Starbucks transactions are by mobile payment.

Twenty-one percent of $3.7 billion in U.S. revenues!

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With a willingness to meet value expectations, a knack for mobile innovation and seamless and consistent channel integration, expect Starbucks to continue to lead the way in Omni Channel value in the digital age.

To Conclude….

As you can see, the marketing channel revolution of today is all about value.

If you integrate, innovate and meet the mobile needs of your markets, the Omni Channel experience your customers crave will organically arise and ensure success in the digital age.

22 Feb
2016

New Year’s Resolutions – Two Months Later

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A Plea for Omnichannel Support from Brands

By Bryon Morrison

I purchased my first, and last, piece of workout equipment almost about five years ago. It was one of those pull up contraptions you hang over a door in seconds and it changes your life forever. Several weeks before I made the purchase, my email was swamped with retailer ads for exercise equipment, the latest Nike cross trainers and fitness apparel. The online coupons and retail discounts for these items wouldn’t stop – clearly the tire around my waist somehow made me a prime target.

January 1st was right around the corner. It was now or never. I had no choice, but to follow through and make that life-changing purchase! My equipment arrived and I was ready to embark on my journey towards fitness I go on every couple of years. Long story short, a month and a half later, the pull up bar became a coat rack and towel hanger.

A month or two later, what happens? In the dark ages, before apps and OmniChannel, there was very little support to carry us beyond the first couple of “honeymoon” months. Gradually, we’d tiptoe back to our old bad habits and couch potato lifestyle. Today I think we need to ask for help. Not from the personal trainer at the gym, but from the brands that surround us everyday.

OmniChannel Personalization – Your New Accountability Coach

Companies are turning to hyper-personalization and tech to help people meet their New Year’s Resolution goals. Technology now gives you the ability to connect your phone, wearable activity trackers and apps to your gym’s equipment and that treadmill at home. You can compare yesterday’s workout with today and share your progress on social sites like Facebook. You’re able to keep track of your daily activity, food intake, weight and sleep. You get suggestions for that perfect piece of gear or accessory based on what stage you’re at in the journey. For those of us working our way into bad shape we’re going to see meal replacements and Gatorade Chews. We’re hopefully spared the ads for toenail loss and bleeding nipple solutions that our marathoner friends are receiving (I’m still amazed by you folks).

Today, the digital support system is personalized to fit your lifestyle whether you’re getting into shape or sharpening your time management skills. For me, and the majority out there, that’s the key to success. Whatever bit of digital assistance or support that streams to my device should fit me like a custom tailored suit.

Mar-Tech Platforms Make It Possible

In order to get that custom fit, you need measurements. Well, in the world of OmniChannel, you need data. Personalization Platforms like NectarOM take that concept to another level. NectarOM constantly thinks about the online and offline relationship a brand has with shoppers and blends that marketing channel data with transaction data to provide the best content recommendations possible. The content could come in the form of a new product recommendation, but it could just as easily be a recipe, a social comment, an inspirational message to help you overcome that 21-day slip, or a one-to-one discount to help you choose better grocery items. This omnichannel data is pulled from every channel including logins, social sites, email, websites, purchases, browse history, etc., to understand your specific needs. NectarOM stitches all of those data points together to create a 360-degree profile of a specific customer’s needs.

That profile is what separates you from the millions of others out there. It also tells a brand when you could use that nudge to follow through on your New Year’s Resolutions which comes in the form of automated emails, app push messaging, a personalized website and one-to-one marketing campaigns presented in real-time.

The Road to Success

These Mar-Tech platforms put a new bonus on brands. My profile can’t be something viewed in the context of a promotion or a campaign, but rather my entire life. As an example, my profile has to reflect my daily routine. Let’s face it, as the day progresses, my needs and wants change. I’m not the same person at the office as I am at home. I don’t need a ton of reminders or a motivational boost at 2 p.m. during a meeting. I’m going to need those five hours later when I’m at home debating whether I should spend half an hour trying to get an ROI on that pull up bar or wallow in a heavy dose of Netflix. At the same time, when I stumble on major life changes, I want my digital world to keep up. If my schedule changes, so does my fitness routine.

Omnichannel personalization is necessary for sticking to those New Years Resolutions. We will continue to provide information about ourselves and our journey, but brands need to become our new personal trainer and an improved source of accountability. New Balance is now our cheerleading squad.

Avocados From Mexico is a part of our squad of dieticians. Under Armour matches us to others who are striving towards the same goals and keeps us connected. These are the new hands that swipe the pint of Chunky Monkey ice cream from our hands and keep us focused. If the brands don’t do their part then treadmills sit dormant collecting dust, the pull up bar moves to the closet and we all say, “Well, I’ll do better next year.”
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14 Feb
2016

Has Eliminating the Human Factor Backfired?

By Bryon Morrison

We are living in the era of convenience. Companies, big or small, are making strides to facilitate customer demands, and Omni Channel Marketing is leading the way. From integrating customer data and marketing automation to predictive analytics and digital strategy, companies are fine tuning their process of making the entire spectrum of the shopping experience virtually effortless. With only a few clicks or taps, you can order flowers while stuck in traffic or purchase a new pair of heels during lunch hour. A lot of this convenience can easily be attributed to wiping out the human factor on the customer’s end.

In the long run, has eliminating the human factor backfired?

Let’s go back in time to the mid 90’s when approximately 15% of convenience stores started offering pay-at-the-pump. The time it took to put gas in your vehicle was drastically reduced because you no longer had to venture inside and wait in line to pay. Back then, this feature was monumental. By 2002, the percentage of convenience stores offering pay-at-the-pump jumped to over 80%.

The customer experience, as a whole, was more personalized, however, behind the scenes, something else was happening.

In-store sales were spiraling downward. The pay-at-the-pump feature eliminated the customer’s need to go into the store. The decline in customers resulted in lost sales. Since then, convenience stores have altered their approach and began offering perks. The most popular are the cash-only discounts. Pay with cash and your price per gallon of gas is cheaper than if you paid at the pump.

On a larger scale, in the past decade, online shopping has soared through the roof. The internet has revolutionized how we shop. Companies have the tools to win customers and grab their attention through personalized marketing campaigns. By integrating customer data, targeted ads are sent in real time. Without leaving our home, we can browse, compare prices, shop ‘round the clock, and make purchases. It’s like having all of the world’s malls at your fingertips.

However, with the spike of online shopping and eliminating the human factor, the impact on retailers has, at times, been challenging. While retailers have kept up with customer demands and trends, there was a noticeable decline in sales. Retailers were forced to take a few steps back and face these challenges head on.

Could retailers reintegrate the human factor without infringing on the convenience of online shopping? Is it possible to reap the benefits of Omni Channel personalization in its entirety by doing this? Yes. By collecting customer data and creating a 360 degree profiles, companies became aware their customers wanted choices.

For starters, retailers needed to take a close look at how customers defined convenience. For some, it was ordering online and opting for ship-to-home. However, a percentage of customers preferred the Buy Online Pick Up in Store option. Why pay for shipping and have to wait for delivery when you could pick up your order after work?

With this in mind, retailers began shifting strategies making it easier for customers to buy online and pick up in store. It didn’t take long for in-store traffic and sales to increase.

Retailers jumped on board and began accommodating this trend. Apple launched their Personal Pick Up Program. Walmart provided their customers with an extended selection of products available for same day pickup. Last year, Macy’s rolled out their Buy Online, Pick Up In Store program. A handful of retailers, including Nordstrom and Macy’s, added a feature that combines online and offline inventories to offer their customers a larger selection.

Across the board, these retailers have taken in-store pickup to the next level by offering designated parking spots for in-store pickup, email and text notifications when your order is ready, Friends and Family pickup, and apps to arrange for curbside pickup.

Where will be a decade from now? Omni Channel is already paving the way. For the most part, we can only speculate. As we advance and leap forward in personalizing the customer experience, redefining the term “convenience” and customer relationship management, it’s important to keep in mind that completely extracting the human factor isn’t always going to work. When all is said and done, it’s all about balance.

10 Feb
2014

Beginner’s Guide to Mobile Apps

Since the creation of the smartphone, mobile apps have been a continuously growing industry not only for entertainment and technological purposes but also from a marketing standpoint. With the rise of mobile applications, marketing strategies for thousands of companies have evolved drastically in order to accommodate this popular new trend. However, while there are early adopters of this marketing tactic, some companies are still skeptical about whether or not to integrate mobile apps into their strategy. As a company, there are 3 important questions regarding mobile apps to ask:

1. The first question you should ask yourself is: “Who is your target audience?” If your company is a wholesaler or resides in a B2B related industry, chances are you most likely will not need a mobile app. This is because for the most part, a B2B or wholesale company is not trying to target the everyday mobile device user in the general public. However, if you are a clothing retailer for example, having a mobile app can benefit your company greatly. It can be used to offer promotions to a wider audience in the general public, thus increasing sales and promoting awareness.

2. The second big question is: “What’s my budget?” This question can be used to identify what exactly you would like to get out of a mobile app that is developed for your company. By investing a large amount into developing a mobile app, a company can expect to create an enhanced user experience, promote brand awareness, increase traffic to its website, present promotions and offers to potential customers, and create overall buzz about the product and/or company. By investing the minimum amount into a mobile app, you can seek to achieve specific goals such as only promoting brand awareness or just getting offers to customers. It is possible to have a goal in mind and achieve it without going over budget. One of the main benefits of mobile apps is that they are versatile and can be as focused or broad as you want.

3. The third question is: “Where do I start?” This too is a somewhat broad but important question. Some companies may not have a need for mobile apps and the best place to start is to perform an audit to see if it will benefit your company enough that it is worth investing money on. If it is, there are a 2 main ways to go about creating a mobile app. The first is for non-coders and involves using an online 3rd party platform to design and create the app. It can be simple and cost effective especially with a smaller budget. The second way is to hire a 3rd party mobile app developer. This will be more costly but can generate powerful results if done properly.

As long as smartphones exist, there will be mobile apps. If companies are able to utilize this form of communication, apps can be a huge asset. Stimulating sales and promoting brand awareness are among the huge advantages of investing in mobile apps.