It’s Time to Turn on Your Omni-Channel Marketing

WBy Janete Ribeiro, Professional Services Senior Consultant at Teradata Marketing Applications. Located in São Paulo, Brazil, Janete is the technical lead for Teradata Marketing Applications solution implementation throughout Latin America and the Caribbean.

An omni-channel strategy is the new trend of retail marketing. This strategy focuses on emerging and traditional mediums of communication including internet, mobile, direct mail, TV, radio, physical stores, email, and self-service— virtually all forms of contact between a company and its customer.

With an omni-channel strategy, a customer can receive the same type of offer via all channels. Imagine receiving an offer so individualized that it almost seems as if the brand knows your needs as a consumer, and can anticipate what you’re looking for. Imagine purchasing an item via one channel, like the mobile device, and all other channels recognizing that, and adjusting communication to you.

In today’s world it is common for consumers to search for products or services on the internet, before purchasing. This practice, known as webrooming, is gaining popularity among today’s modern consumer, and serves as a direct threat to any company employing a well-meaning omni-channel marketing strategy.

Teradata omni-channel marketing is the ideal integrated marketing solution to meet the demands of this new consumer, who goes to store already equipped with enough knowledge to make a purchase decision.

With this shift in consumerism,  an effective omni-channel strategy depends on a high investment in technology, human resources and procedures in order to ensure the minimum requirements to be successful:

• Central data acquisition process;

• Central Data warehouse;

• Analytical tools to identify the customer profiles and offers;

• Generation of tools and distribution lists through multiples channels, ensuring that the customer experience is transparent through the various channels and the continuation of intra-channel offers;

• Communications answers monitoring processes with customer in multiple channels, well defined, automatic resupply of updated customer’s information into database;

• Integration of Marketing, IT and Sales teams (physical interaction channel with the client); and

• Training of staff involved in the whole process of its strategy.

According to an IDC Retail Insights study, purchases through omni channel “must provide a customer experience that is immersive and above all, scalable to every channel.” That’s what customers and retailers expect with this new channel strategy. They expect a “first class” service, something that can make the buying process a pleasant customer experience in all channels.

By Using this strategy and supporting it with software to enable marketers to monitor the customer experience across multiple channels, these companies will be able to anticipate customer needs and serve them better and better, responding to inquiries about products and offers with real time marketing.

The challenge an omni-channel marketing strategy presents is collecting and using all relevant customer data to inform inbound and outbound communication

In this scenario, it becomes increasingly important to invest in information storage planning and data warehousing. Developing a sound technological  infrastructure, design process and trained human resources for each channel strategy will help to ensure your strategy runs fully and transparently.

Forrester Research conducted studies regarding some market solutions for this purpose. It determined that companies that have adopted these data-driven marketing platforms are better able to prove the technological return on investment (ROI), in a short time. Basically, companies spend a lot of money trying to identify customer segmentation by creating multiple lists, acquiring information from several sources, and even more, making manual processes of information to segment them. When compared to the automated process of campaign management and use of analytical models to generate assertive profiles of offers, they find they’re quickly able to generate more business and ensure customer satisfaction.

Other studies reinforce that marketers and retail executives prioritize technology investments, and integration of channels. Teradata and Econsultancy’s recent study “Enterprise Priorities in Digital Marketing” showed that 60% of marketers consider their main investment to be in technological integration.

We can conclude that this new trend brings customer relationship management (CRM) to a new level. Though we’re seeing a transition from the current model to the new model, we cannot forget the importance of well-defined processes and your team’s training for it.

Source bibliography:

Computerworld — Omni Chanel um dos desafios para o varejo 2014 – January/2014

A Forrester Total Economic Impact™ Study (June/ 2014)

Enterprise Apps Today – (September/2014)

Forbes – Omni Channel more than a digital transformation buzzword (September/2014)

IDC Retail Insights – September/2014

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