We live in a world of multi-tasking.
Some (errantly) decide they can't focus on driving without reading texts or emails. Others try to have a conversation while checking their Facebook News Feed. At the end of the day, siloing our efforts towards one task is tough for our wired brains.
But I'm not going to debate our lack of focus (I'm in no position--I actually just tweeted).
Rather, I'm going to explore the junction of multi-tasking and multi-channel. My contention? Multi-channel is often thought as non-simultaneous. People use different channels to interact with brands--true. But what is oft forgotten is that they might even be interacting through multiple channels at the same time!
USA today published an article, "Customers may shop online while in-store," that got me thinking. As the article explains, the most innovative retailers are blending their multi-channel strategies.
As the article states "Most people don't solely shop online or only shop in a store. They pick and choose what fits their lifestyle....And all that matters is that consumers are engaging with the brand."
So if engagement is at the crux of a multichannel strategy, what does it take?
Obviously, a comprehensive multi-channel strategy involves much more than the aforementioned tips. But ask yourself, are product recommendations so compelling that shoppers are discovering new things? Do you have a unique way to browse that's, well ... fun? And is your messaging engaging enough at all digital touchpoints to re-engage shoppers after they've left or purchased?
I'd love to know what you think.
Some (errantly) decide they can't focus on driving without reading texts or emails. Others try to have a conversation while checking their Facebook News Feed. At the end of the day, siloing our efforts towards one task is tough for our wired brains.
But I'm not going to debate our lack of focus (I'm in no position--I actually just tweeted).
Rather, I'm going to explore the junction of multi-tasking and multi-channel. My contention? Multi-channel is often thought as non-simultaneous. People use different channels to interact with brands--true. But what is oft forgotten is that they might even be interacting through multiple channels at the same time!
USA today published an article, "Customers may shop online while in-store," that got me thinking. As the article explains, the most innovative retailers are blending their multi-channel strategies.
As the article states "Most people don't solely shop online or only shop in a store. They pick and choose what fits their lifestyle....And all that matters is that consumers are engaging with the brand."
So if engagement is at the crux of a multichannel strategy, what does it take?
- Go out on a limb and provide a unique browsing experience. The days of boring filters are over. Guide consumers toward the right products through interactive tools like Pitney Bowe's Solution Finder or Dell's TV Finder.
- Get shoppers lost in browsing. If you're able to offer such compelling product assortments on the right pages, at the right time, shoppers will inevitably spend more time on your site. Every time they visit your site, a platform for a tailored experience should be in place. Consider the iGoDigital Customer Intelligence Engine.
- Provide a good message at all digital touchpoints. Email must entice users to visit the site. Social Page browsing must gain insight into your shopper. Consider triggered emails or integrated guided selling tools to your social pages.
Obviously, a comprehensive multi-channel strategy involves much more than the aforementioned tips. But ask yourself, are product recommendations so compelling that shoppers are discovering new things? Do you have a unique way to browse that's, well ... fun? And is your messaging engaging enough at all digital touchpoints to re-engage shoppers after they've left or purchased?
I'd love to know what you think.
Comments for Blending the multi-channel experience