To sell online, use an omnichannel e-commerce strategy

Companies had to move fast to meet their customers and employees where they are: at home. Both security and convenience are now top priorities and that’s why it’s important to know how to implement an omnichannel e-commerce strategy to sell more.

If you’re an entrepreneur, you’ve probably heard of the words “omnichannel e-commerce” or “omni-channel commerce” many times from your business plan to thousands of marketing blogs. However, you may be confused about what omnichannel really means.

In this article, we will help you understand what it means and how to use an omnichannel e-commerce strategy to sell online.

Omnichannel e-commerce strategy vs. traditional commerce

First, omnichannel e-commerce is a type of integrated multichannel commerce that involves the brand being present in several channels at the same time.

Its main objective is to provide the best customer experience, regardless of whether they are shopping from a mobile device, a laptop or a physical store. To summarize, omnichannel e-commerce focuses on the entire customer journey, and not so much on an individual experience, as is the case with traditional commerce.

Traditional trade, on the other hand, involves dealing face-to-face with all parties to exchange goods and services at predefined prices.
Some important features of traditional retail include giving the customer the opportunity to use all five senses before making a purchase. Although having a store is a good way to provide personalized service, it comes with some considerable costs: physical location, hiring staff for sales, accounts and administration, among others.

A chatbot can be the perfect assistant for your omnichannel e-commerce strategy

The retail sector can benefit greatly from chatbots implemented with or without artificial intelligence. They have become an ally with automated responses, 24-hour support and omnichannel service that helps increase customer satisfaction and retention and increases company revenue.

Those companies that cannot keep up with the speed at which channels must adapt and provide flexibility to each and every unique customer experience run the risk of falling behind. An ingenious solution to this 21st century problem is to implement an omnichannel e-commerce chatbot.

Next, we will try to convince you with the following reasons why businesses use these chatbots in their strategies.

Users are tired of traditional channels

With the arrival of the pandemic, businesses and customers had to change the traditional ways of buying and selling. The convenience of placing an order and receiving it in a matter of days at home, without having to deal with queues and travel times, is something that users will not give up.
Therefore, customers rely on websites for their specific requests.
When it comes to online shopping, some consumers prefer to consult virtual assistants to answer frequently asked questions, while others prefer to receive help in choosing a product.

The rise of messaging applications

Omni-channel support results in seamless interaction between a company and its customers.

Customers have a unique user journey no matter which platform they use, and with omnichannel support, all platforms come together around the user. Therefore, this type of customer care gives them the option to communicate the way they want to.
This can be through live chats, social networks, online forums, email and/or messaging applications.

Developing your own website is a must for any online business, but app development is a declining trend. Users don’t want to go through the effort of downloading it and registering all their data.

That’ s why by implementing a chatbot in messaging apps like WhatsApp or Facebook Messenger, customers will be able to make the purchasing process easier directly on the platform they are already using.

How to get started with your omnichannel e-commerce strategy

Organizing and optimizing your omnichannel e-commerce channel takes a lot of time and effort, but it will be worth it. Here are the 3 main steps to implement an omnichannel e-commerce strategy that works:

1. Segment your audience

Understanding your audience profile is key to your omnichannel e-commerce strategy. This includes obtaining information about their preferences, shopping habits, priorities and how they interact with different channels.

To collect this data, ask them (and ask yourself) the following questions:

  • What criteria do you look for before making a purchase?
  • What channels do you use to find information?
  • How do you find new products?
  • What channels and devices do you use when making a purchase?
Después de recopilar todas estas respuestas, es más fácil determinar los canales en los que invertir mayor esfuerzo para After gathering all these answers, it is easier to determine the channels in which to invest the most effort to establish your brand.

2. Analyze how your customers communicate

Digital channels have completely changed the ways in which customers prefer to interact. Beyond the expectation that information and service are accessible with a few clicks or taps, customers have also become accustomed to engaging with companies through multiple channels. Many of them, for example, use different channels to gather product information before making a purchase.

Social media and chat rooms are also growing in popularity. Companies that believed that digital channels would reduce the volume of engagement and the number of touch points have seen that their predictions were wrong and the trend is only going up.

3. Customized content per channel

With an omnichannel e-commerce strategy, companies can unify their customer journey across all touch points and deliver a seamless, informative and enjoyable experience. While it is easier to maintain a consistent brand and product message across all channels, companies also have the opportunity to embrace the customer experience to the individual shopper.

Here are some of the ways e-commerce companies should consider personalizing shopping experiences:

  • Website and email personalization.
  • Personalized content offers on social networks, blogs and video.
  • Personalized experiences based on city or country.

Delivering personalized experiences across channels is what will help companies stand out and grow and maintain their customer database. 

The icing on the cake: automations for your omnichannel e-commerce strategy

Omnichannel e-commerce automation is an achievement that professionals are trying to accomplish for their companies. To successfully execute your omnichannel strategy, you must leverage automation tools.

Automating the processes behind the customer journey is key to gaining a complete understanding of customers to generate consistent interaction. Here are some of the advantages that automations offer:
  • Improve the user experience: with automations you can track your customers throughout the entire customer journey, triggering communications on the right channel at the right time. A user could submit their complaint through an email ticket and end up having the issue resolved conveniently through their WhatsApp, seamlessly and without interruption.

 

  • Manage smarter audience segments: with an omnichannel marketing automation you can capture your customers’ behavior to create user profiles and develop buyers, implement personalized recommendations and help your sales team.

 

  • Boost collaboration across your business: You can unify your diverse teams and help your entire business run like a well-oiled machine. Every employee in your technology, customer service, sales and marketing teams will be able to communicate and interact with the customer no matter what platform they come from, all on a single channel.

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Para concluir

Expanding marketing channels and evolving customer demands mean that, as an entrepreneur, you will need to start getting creative.

Understanding where to reach customers, when to reach them, what messages to use and what products to deliver will be the key to success as you offer valuable content and products and build lasting business relationships. For this, implementing an omnichannel e-commerce strategy built with a solid infrastructure is ideal.

If you want to go deeper into this topic, download our eBook on Zoho and WhatsApp and keep your consumers happy, generate more loyalty to your brand and increase your results.

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