Are you considering creating an omnichannel marketing strategy for your Shopify store?
If yes, that’s a good decision.
As a business, you need to coordinate their efforts across digital marketing channels because customers use many of them during their brand journey. This means ensuring that every customer’s experience is as personalized and relevant as possible.
In this post, we’re going to share the basics of creating an omnichannel marketing strategy for eCommerce businesses. By the time you’re done reading, you’ll know more about the advantages of an omnichannel strategy and its implementation.
Omnichannel Marketing Benefits
If planned correctly, an omnichannel marketing campaign can lead to better customer experience, customer retention, and brand visibility. Let’s now go over these and other important benefits of choosing this strategy.
Better Customer Segmentation
Studying customers’ behaviors and habits helps to get a good understanding of their needs and goals. For example, a customer journey analysis—a technique that omnichannel businesses use—identifies segments of “ideal” customers.
If your business makes the experience of those customers relevant regardless of the channel they prefer to connect with you, then conversion rates might dramatically increase.
Higher Customer Retention
Omnichannel marketing is all about personalizing the customer experience. This is something that many customers are looking for—so it comes as no surprise that customer experience personalization is a goal for 70% of ecommerce businesses.
eCommerce research suggests that omnichannel customers spend 4% more when they shop in-store and 10% more when they shop online. This is one of the biggest benefits that shows the power of personalized customer experience.
Higher Customer Satisfaction
Customers spend more when they are satisfied with the quality of service and experience that brands provide. Since omnichannel is a way to ensure that, using this strategy can improve customer satisfaction.
Better Brand Visibility
Omnichannel marketing involves sharing messages across many channels — mobile app, website, social media, and others. Basically, your business is on whatever channel your customers find useful and convenient. This ensures great brand visibility where it matters most.
How to Create an Omnichannel Marketing Strategy for a Shopify Store
Now, let’s take a look at the five steps to take to create a Shopify omnichannel marketing strategy that works.
Step 1: Study Customer Journeys
A customer journey is a visual representation of experiences that customers go through when interacting with your Shopify store. Significant customer research precedes creating the journey because you need the information to define the experiences.
Here’s a typical customer journey involving customer experiences and expectations.
These steps will help to benefit from customer journeys:
- Collect information about how customers find, contact, and buy from your store
- Create several journeys showing the most common customer groups
- Make a list of the most important points from the journeys (communication points, customers’ goals and needs, etc.)
Step 2: Choose Marketing Channels
Customer journeys involve communication touchpoints—those are basically places where your customers discover or interact with your store. The touchpoints might include social media, paid advertising, the website, and many others.
Choose the most important touchpoints for your strategy. They will ensure that you’re sharing marketing messages via channels where your customers prefer.
Step 3: Use Omnichannel Marketing Apps
Using an omnichannel marketing app for Shopify has many advantages. For example, it can combine multiple marketing channels in one — say, emails, SMS, and push notifications — giving you the ability to manage many campaigns in one dashboard.
An omnichannel marketing app also makes marketing reporting easier. It can collect data about customer engagement and behaviors so you can monitor everything in one place.
Step 4: Personalize Marketing Messages
Omnichannel marketing is all about personalization. This strategy involves using customer data from all marketing channels and applying it to every communication checkpoint. For example, you can display relevant products to returning customers on your website, app, or via paid campaigns.
Businesses should also have the capacity to collect customer information almost in real-time to create personalized experiences. This means having appropriate eCommerce analytics and marketing Shopify apps.
Step 5: Use Retargeting and Remarketing Strategies
Retargeting and remarketing are two lead nurturing strategies that businesses apply to encourage customers to return to their Shopify stores. For example, retargeting campaigns can track a customer’s behavior after they leave the store and “nurture” them with marketing messages based on that information.
Together, these two strategies allow to drive traffic to a Shopify store, recover abandoned shopping carts, and increase sales.
Omnichannel Marketing Strategy for Shopify Stores: Summary
Omnichannel marketing strategy allows Shopify businesses to reach more customers by targeting every relevant touchpoint of their experience. Learning more about customer behavior is also a major benefit of using this strategy, as the relevance of communication is essential for omnichannel marketing.
Consider applying the tips you’ve just read about. If you do, your Shopify business will provide one cohesive, consistent, and smooth buying process for customers.