Increased customer retention rates, conversion rates, and brand loyalty naturally follow when businesses improve the customer experience.ģ. Now, there is no tolerance for things that are difficult.” “Especially from the customer journey, people have high expectations from anything that makes their experience easy. “There’s a convenience to omnichannel which is here to stay,” said Julie Roehm. Omnichannel experiences reduce friction during the customer journey and make it easier for customers to meet their needs faster. We know this because omnichannel customers are more likely to engage with a brand’s digital touchpoints, and they spend more money when they do. Investing in omnichannel experiences results in improved customer experiences, plain and simple. The average omnichannel customer spends 15-30% more per purchase than single-channel customers. Not only that, but omnichannel strategies also reach better customers. Brands are able to reach customers through the platform or format they prefer, send targeted communications across channels, offer products and services on more channels, and gather more comprehensive data. An omnichannel approach takes this to the next level. Being present on more channels allowed brands to reach more customers. Multi-channel strategies were adopted because customers were segmented into diverse channels across the web. According to Julie, Roehm, the following are the three clearest reasons for implementing an omnichannel strategy. Omnichannel experiences have become the new norm, and brands that fail to adapt will not fare well in the future. The omnichannel approach is not just a reaction to pandemic-spurred necessity-it’s an improvement on previous communication strategies. Why Brands Must Transition to an Omnichannel Strategy Penny, and Pier 1, failed to adapt and are no longer operating. Other iconic retailers, such as GNC, J.C. Her actions resulted in an 80% increase in digital sales and the institution of new rapid delivery methods that circumvent the need to enter a store. As Chief Experience Officer and Chief Marketing Officer of a retail brand with 850+ locations, Julie Roehm instituted changes to the customer journey by breaking down the barriers between digital and in-person channels. This is especially true for established retail brands that were already struggling to compete with online sellers. Thus, the pandemic has completely altered the way in which companies operate, as well as customers’ expectations and habits.” “Not only did companies start to embrace ‘omnichannel’ as a way of reaching customers during the pandemic, but they are also continuing to use it going forward. “The shutdown of in-person services taught us the importance and its staying power,” said Julie Roehm. A multi-channel strategy acknowledges the importance of being present in more than one place (social media, email, mobile apps, etc.) but not integrating those experiences into one seamless journey. “By connecting individual customer touchpoints across a variety of channels, brands can improve customer satisfaction, brand loyalty, and ultimately, increase revenue and sales.”Īn omnichannel strategy is the evolution of a multi-channel strategy, which has been the norm for the past 10-15 years. “Omnichannel experiences should be a necessity for any modern brand,” said Julie Roehm. So, a customer may request a sample on Instagram, receive it via email, and chat with a service representative on Facebook Messenger-all before making a purchase at a physical store. Customers are also able to move between channels seamlessly. Customers in an omnichannel system are able to access all of a business’s products and services on any platform, device, or channel. She had the unique experience of guiding a retail brand through the pandemic and discovered early on that an omnichannel strategy was not just the key to surviving this disruptive event-it would also define customer expectations in a post-pandemic world.ĭrawing on her nearly 30 years of expertise, Roehm, shares her reasons for embracing an omnichannel strategy and how it can enhance the customer experience.īy adopting an omnichannel strategy, companies remove barriers between various communication channels to create a seamless customer experience. One of the most awarded and respected business leaders today, Roehm is best known for her leadership roles with Ford, DaimlerChrysler, and SAP. At the forefront of this sea change was customer experience and marketing expert Julie Roehm. Now, it’s become the primary customer experience strategy of many major brands worldwide. Just a few years ago, the word “omnichannel” was rarely heard in meeting rooms-let alone board rooms.
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