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In today’s VUCA world, one of the key skills for growing sales in the ambiguous environment is communicating with your target market. You must sell to them where they are to be found – and this is on social media, via apps, or on one-click purchasing applications as well as in store.
Gen Z is at ease with eCommerce, feeling connected to their favorite brands. Indeed, they develop relationships through the social media and apps they use. They view vlogs, read blogs, and connect via social media as well as connect in physical locations. According to retail industry insights:
63% of social media users expect retailers to have a social media presence
60% prefer to shop with a retailer that is connected to social media
78% of Gen Z prefer retailers who share new products on social media
65% will share positive experiences online
64% prefer to shop instore
Receiving text messages is Gen Z’s preferred communication route for retailers
Perhaps most interestingly, 70% of parents say apparel and food buying decisions are influenced by their Gen Z children. How you communicate is cutting across generations.
The problem that sales and marketing teams face today is connecting with their audience authentically. In their rush to connect with customers through multiple channels, organizations develop fractured marketing. Consumers receive different messages through different communication media. The consequence is a lack of authenticity that destroys trust in sales relationships.
The secret, then, is to ensure that you connect with customers where they want to connect, that you use these connections to discover preferences, and then integrate your communication across all online and physical presences.
You can have extraordinary social media. Your mobile marketing may be market-leading. Your website may be as well-designed as your stores. But if messages are confused and contradictory, you won’t build trust and your sales will suffer.
When designing your omnichannel sales and marketing strategy, there is no need to reinvent the wheel. Observe and understand what successful organizations are doing, and adapt those best practices for your unique retail proposition.
Here are three omnichannel retail examples you must not ignore.
Disney is the epitome of an integrated omnichannel experience. Its customers’ first interaction is most commonly via its website. You’ll find this an entertaining place to land in cyberspace. You can get a feel for the experience you will have when you visit Disney in the ‘real world’ – and your online experience is as equally exciting on mobile devices.
Once your trip is booked, you can use their online tool for detailed trip planning – from the rides you’ll be taking to the meals you’ll be enjoying. You can buy your Fast Pass online.
Once in the park, your mobile app will direct you to the rides you wish to experience – and tell you the estimated wait time for each. Even better, Disney’s MagicBand acts as a hotel room key and park entrance tickets, and connects Disney PhotoPass images to your account. You can even use it to charge food and merchandise purchases to your hotel room – meaning you don’t need to carry cash or cards.
The Disney experience is consistent and genuine, from that first online interaction to meeting Mickey and friends at breakfast.
Bank of America is one of the world’s largest financial services companies, and it is leading the way in a world in which customers increasingly demand online access with physical authenticity.
Its customers can apply for debit and credit cards online, receiving a range of benefits that include cashback and travel rewards. It has added online loans and investing to its portfolio of services, and its range of online tools and calculators is second to none.
Bank of America makes banking easy, and makes staying connected to your finances simple. And for more complex financial discussions, you can interact online, by phone, or book an appointment to meet an advisor in person.
Starbucks is leading the way when it comes to integrating online and physical. You can’t get a Starbucks coffee without visiting a Starbucks outlet, but you can locate that outlet, pay and track your Starbucks rewards with the Starbucks App. Order and pay for your drink and food with Mobile Order and Pay. You can even identify the song playing instore.
You can check and reload your rewards card online, via the app, or by phone – and changes are updated across all channels in real time. You can reload your app at any time – even if you’re in line waiting for your coffee to be served.
The thread running through all three of the above examples is that the organizations use those channels to interact with their customers, then integrate what they have learned across all channels to provide a seamless customer experience.
By targeting your customer where they will be found and then ensuring that your communication with them is fully integrated, you will provide the authenticity and support that develops into brand loyalty and better customer retention.
To learn the communication techniques that will help you connect to your target market, contact Primeast today.
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