In a digitally connected and constantly evolving world, eCommerce has become a fundamental pillar for companies seeking to reach a global audience. However, success in eCommerce goes beyond having an attractive online store; It's about offering consumers a seamless, consistent and personalized shopping experience across all touchpoints, whether they're on your website, in a physical store, on social media or in a mobile app.

This is the essence of the omnichannel strategy in eCommerce. In this interconnected world, where consumers expect convenience, personalization and immediate responses, companies must take a comprehensive approach that eliminates barriers between sales channels and provides an exceptional customer experience.

Omnichannel marketing is the strategy that creatively and effectively unifies content aimed at the customer on the different channels that the brand has. This involves integrating the key elements of your brand, such as your website, physical store and your own marketing channels, such as email marketing, SMS, push notifications, and you can also add any other channels you use, such as mobile applications and social networks. . In this way, you will achieve a fluid and coherent experience for your customers at all points of contact with your brand.

Remember that it is essential that all your brand messages convey the same identity and quality. Make this your priority and stand out from the competition with unique marketing messages that resonate with your audience and convert more!

During Black Friday and Cyber ​​Monday, the main objective of all brands is to maximize their sales. And omnichannel marketing is the key to achieving this, since it gives you benefits such as:

Below, we share some recommendations to take into account to develop an effective omnichannel strategy to implement so that you can work on it in your eCommerce

{% icon icon_set="fontawesome-5.14.0" name="Check" style="SOLID" height="14" purpose="decorative" title="Check icon" %} Know your audience: Understand your target audience in deep. Investigate their preferences, needs and behaviors online and offline. The better you understand your audience, the more effective your omnichannel strategy will be.

{% icon icon_set="fontawesome-5.14.0" name="Check" style="SOLID" height="14" purpose="decorative" title="Check icon" %} Integrate your channels: Make sure all your channels communications are integrated. This means that customer information and interactions must be consistent across all touchpoints, whether it's your website, social media, brick-and-mortar store, email, mobile apps, etc.

{% icon icon_set="fontawesome-5.14.0" name="Check" style="SOLID" height="14" purpose="decorative" title="Check icon" %} Implement a data management platform: Use a centralized data management platform that allows you to collect, store and analyze data from all channels. This will make it easier to create more complete customer profiles and personalize interactions. We recommend that you try Klaviyo's CDP, a platform that unifies your clients' data designed for medium and large companies, where you can unify all the information and execute strategies that are in line with what your audience expects.

{% icon icon_set="fontawesome-5.14.0" name="Check" style="SOLID" height="14" purpose="decorative" title="Check icon" %} Real-time personalization: Use the information collected to Personalize customer interactions in real time. This may include specific offers, product recommendations and personalized messages based on customer behavior and preferences.

{% icon icon_set="fontawesome-5.14.0" name="Check" style="SOLID" height="14" purpose="decorative" title="Check icon" %} Intelligent automation: Implement marketing automation tools to streamline and optimize interactions with customers. This includes email automation, social media autoresponders, and online behavior tracking. Klaviyo is the number one platform that offers automations to impact your customers throughout the customer journey, based on customer preferences, purchase history and personalized data that make them unique.

{% icon icon_set="fontawesome-5.14.0" name="Check" style="SOLID" height="14" purpose="decorative" title="Check icon" %} Design a seamless customer experience : Make sure Make the customer experience consistent across all touchpoints. This means maintaining a consistent design and brand voice, as well as offering a consistent user experience across your website and mobile apps.

{% icon icon_set="fontawesome-5.14.0" name="Check" style="SOLID" height="14" purpose="decorative" title="Check icon" %} Train your team : Your company's staff You must be trained to understand and execute the omnichannel strategy. This includes training on tools and processes, as well as understanding the importance of maintaining a consistent customer experience.

{% icon icon_set="fontawesome-5.14.0" name="Check" style="SOLID" height="14" purpose="decorative" title="Check icon" %} Measure and analyze performance: Use key metrics to evaluate the performance of your omnichannel strategy. This includes conversion rates, retention rates, email open rates, click-through rates, and other relevant metrics. Based on the data collected, continually adjust and improve your strategy.

{% icon icon_set="fontawesome-5.14.0" name="Check" style="SOLID" height="14" purpose="decorative" title="Check icon" %} Test and optimize : Perform A/B and experiments to determine which approaches work best. Learn from the results and use that knowledge to refine and optimize your omnichannel strategy.

As we have seen, the success of an omnichannel strategy relies on the ability to deliver a consistent and personalized experience across all channels, which requires careful planning, appropriate technology, and a customer-centric approach.

To implement an effective omnichannel strategy, it is essential to define specific strategies for each of the channels that will be part of your omnichannel ecosystem during peak season, BFCM and more. Below, we share some key strategies for the most common channels and we will emphasize main channels such as email and SMS where we will resolve common doubts such as: When should I send content through each channel? Let's review why, how, when and who to target in the main marketing channels

{% icon icon_set="fontawesome-5.14.0" name="Add to Shopping Cart" style="SOLID" height="14" purpose="decorative" title="Add to Shopping Cart icon" %} store

• Mobile-friendly: Make sure your website is responsive and offers a seamless experience on mobile devices, as more and more people shop from their phones and tablets.
• Personalization: Uses browsing data and user behavior to offer personalized content and recommendations in real time.
• Live Chat: Implement live chat to provide immediate assistance to visitors and answer questions in real time.

{% icon icon_set="fontawesome-5.14.0" name="Facebook" style="REGULAR" height="14" purpose="decorative" title="Facebook icon" %} Social networks

• Publish relevant content: Create quality content that is relevant to your audience on each social media platform. Take advantage of the specific characteristics of each network to adapt your content.
• Targeted Advertising: Use audience segmentation in social media advertising to reach specific users with personalized messages.
• Customer Service: Respond quickly to customer questions and comments on social media, and direct conversations to more private channels if necessary.
  
  {% icon icon_set="fontawesome-5.14.0" name="Mail Bulk" style="SOLID" height="14" purpose="decorative" title="Mail Bulk icon" %} Email marketing: your key tool for Black Friday and Cyber ​​Monday.
  
  What to use it for? To send constant reminders to your subscribers to shop during this season.
  
  How to use it: Email marketing is less invasive than SMS and push notifications, and is usually cheaper than paid ads. Make it your main communication channel.
  
  When to send: Send 2-3 emails daily during BFCM week, and schedule a series of offer campaigns in the weeks leading up to it. We recommend you start promoting BFCM content starting in October.
  
  Who to target: Send emails to subscribers who have opted in to receive marketing messages. Segment your audience and send relevant content to each group (for example, exclusive promotions for customers who have purchased a certain product, exclusive offers for a specific location). To ensure good delivery, target committed subscribers. If you want to reach a broader audience than your highly engaged subscribers, broaden the definition of your engaged segment (without sending more than double the volume of previous days to avoid overload). During this volume surge, closely monitor delivery capacity and reduce speed if any issues arise.

{% icon icon_set="fontawesome-5.14.0" name="Alternate Mobile" style="SOLID" height="14" purpose="decorative" title="Alternate Mobile icon" %} and mobile apps strategy

• SMS: the most effective channel to encourage your subscribers to take advantage of exclusive and urgent offers.
  
  How to use it? With SMS, you can reach your subscribers directly. Send exclusive offers and urgent alerts. For less urgent content, email is your best option.
  
  When to send it? Limit your sending to no more than 1 SMS per day and preferably 1 or 2 times per week. During BFCM, you could increase the frequency if you have high participation. Every business is unique, so create a schedule that fits your brand.
  
  Who should you direct it to? Send SMS to your subscribers, who are usually loyal to your brand. Treat them like VIPs. As with email, segment your SMS subscribers so the content resonates with them. Common segments include those on a budget and based on location, and those who prefer text messaging (and also opt for email).
• Push Notifications: Take advantage of push notifications to send instant and relevant messages to your mobile app users.
• Specific functionalities: Develop exclusive features and functionality for the application that improve the customer experience and provide additional value.
• Integration with the rewards system: If you have a loyalty or rewards program, make sure that app users can easily access and benefit from it.

{% icon icon_set="fontawesome-5.14.0" name="Alternate Store" style="SOLID" height="14" purpose="decorative" title="Alternate Store icon" %} Physical store

• In-store technology: Implement technologies such as QR codes, beacons or mobile applications that allow customers to access additional information and exclusive offers in the physical store.
• In-store loyalty programs: Offer incentives and rewards programs that work both in-store and online to build customer loyalty across all channels.
• In-store data collection: Use systems to collect behavioral data in the physical store and combine it with online data to better understand your customers.

{% icon icon_set="fontawesome-5.14.0" name="Alternate Phone" style="SOLID" height="14" purpose="decorative" title="Alternate Phone icon" %} Call Center

If you have telephone customer service, it is important that you follow the following tips to optimize your omnichannel strategy:

• Integration with other channels: Train your customer service agents so that they can answer questions and resolve problems that come from other channels, such as social networks and email marketing
• Interaction Log: Keep track of customer interactions in the call center and share this information with other departments to provide more consistent service.

{% icon icon_set="fontawesome-5.14.0" name="Laptop" style="SOLID" height="14" purpose="decorative" title="Laptop icon" %} Marketplaces and third-party platforms

If your brand works and sells products on marketplaces or third-party platforms, it is extremely important that the content you publish on those platforms is aligned with what you share on your own channels. Below we share some good practices to take into account.

• Listing Optimization: Make sure your products or services are present and well optimized on third-party marketplaces and platforms, such as Amazon or eBay.
• Inventory synchronization: Keep your inventory and prices updated in real time across all sales channels, avoiding issues of out of stock or incorrect prices.

{% icon icon_set="fontawesome-5.14.0" name="Adversal" style="REGULAR" height="14" purpose="decorative" title="Adversal icon" %} Online advertising

• Customer acquisition: reach potential customers who do not yet know your brand, give visibility to your products and create a connection with them so that they are ready to receive the promotions you have in mind for your high season campaigns
• Omnichannel Retargeting: Use Retargeting strategies that adapt to users' browsing behaviors on different channels and devices, so you can achieve more efficiency in your advertising investment.
• Consistent ads: Maintain consistency in the message and appearance of your ads across all channels, from Google search to social media and affiliate websites.

{% icon icon_set="fontawesome-5.14.0" name="Double Check" style="SOLID" height="14" purpose="decorative" title="Double Check icon" %} Continuous evaluation and optimization

As we've discussed before, constantly tracking performance across each channel and adjusting your strategy based on data and results is crucial to an effective omnichannel strategy.

Listening to your customers through social networks, surveys and comments to understand their changing needs and adapt your strategies accordingly is another method of evaluating your actions and always being able to meet their needs.

In short, the success of an omnichannel strategy is based on the ability to deliver a consistent and personalized experience across all channels, which requires careful planning, appropriate technology and a customer-centric approach, in addition, putting focus on consistency and adaptation to customers' changing preferences and behaviors throughout their purchasing journey. Each channel must work together to offer a fluid and personalized customer experience, this way you can work on content that resonates with your audience and stand up to your competition. Do you need help to implement a full omnichannel commerce strategy and succeed in sales with your eCommerce? Get in contact with us.