How to Create an Omnichannel Personalization Strategy for 2017 and Beyond
Consumers today don’t think in terms of channels or devices. They expect to have a seamless and pain-free shopping experience that is personalized to their preferences and style.
According to Forrester Research:
- More than 60% of US consumers who like to interact with brands do so through multiple channels
- 48% of repeat customers hit multiple touch points before purchase
- 33% of new customers hit multiple touch points before purchase
Retailers and brands today need to be where their customers are and start thinking about omnichannel as an integrated strategy, instead of a separate channels with different goals and objectives.
Omnichannel personalization has evolved from “multichannel personalization” where channels and data does not connect with one another. The omnichannel approach connects shopper information from all data sources and retail channels to create a personalized experience for each individual shopper based on their profile, purchase history, preference, context and real-time browsing behaviors.
There are three main areas to consider when taking the path towards omnichannel personalization:
- Channel Integration: Instead of a “search strategy” or a “mobile strategy,” omnichannel considers all channels as part of one experience. Channels are not personalized in isolation. They are integrated to create a single, relevant experience across all touch points.
- Strategy Integration: Omnichannel unifies the departments within your organization and focuses them on common goals of increased revenue and an enhanced customer experience. Instead of concentrating on separate channels in isolation, teams coordinate their efforts to create a delightful experience for the buyer (translating into boosted revenue).
- Data Integration: Data is at the heart of omnichannel personalization. To effectively tailor the experience, data is collected, scored, and applied in real-time. Channel-specific data sets are combined and organized to give a complete view of each shopper’s behavior.
Consumers no longer shop through a single channel, they now prefer to engage with retailers through multiple channels and various devices. Therefore, it’s important for every aspect of the shopping journey to be connected, personalized and consistent.
Read our whitepaper to learn more about how to achieve omnichannel personalization.