metrics & analytics

Even nowadays, there is a mismatch between what retailers offer and what costumers want or need. Modern consumer behaviour has been altered so much during the last years that even in a healthy economy, retailers have struggled to see their benefits.

It is not because shoppers aren’t shopping but because their buying process has evolved into a long and more complicated one. Therefore you need to understand their behaviour to define your omnichannel strategy and make sure your brand will dominate and increase sales. We have prepared some tips to help you go through it:

  1. Start with your internal structure first. That will give a seamless customer experience. To do that you have to make sure system inventory syncs and supply chain management tools are working properly.
  2. Pick the channels you know best and you feel with most comfortable working with. Pick one and becomes the best at it, only in that case move to a second or third channel.
  3. Consumers engage with brands across different communication and sales channels. This can be overwhelming, especially at the beginning, but research is creating new knowledge. Dive deep in each channel and adopt new ones incrementally. Try to use tools such as Hootsuite to plan your resources accordingly.
  4. Draw the customer journey to see how each customer interacts with the store. The goal of this is to think everything from the perspective of a customer and understand their purchase story.
  5. You should start creating the same message across all channels to present a unique and consistent image to your customers.
  6. Try to learn as much as possible from your audience’s preferences. Which are the devices they use to visit your site? Is that a mobile device, tablet or pc? Which are your competitors? The answers to these questions will bring you closer to your customer’s needs.
  7. Always start with the target customer in mind. Spend time in the communities they are part online, facebook groups, influencers they follow in Instagram, podcasts they listen to. This will help you understand which are the motivations they have and the channels they use.
  8. Which are your principles? Have you already envisioned which are the principles? Strategies and tactics you will use in order to become successful. In other words, your brand’s “Why?” and the hopes, dreams, fears and desires of your prospect.
  9. The importance of understanding the differences between the communication channels – some are good for strong sales. Some for testing. Some for unloading obsolete products.
  10. Is important to think about how to make customers’ shopping experiences seamless since it can be a huge differentiation when it comes to sales, marketing and converting shoppers.

So let’s recap and see again the main steps to kickstart your new channels strategy!

  • Define your ideal customer. Who is your target customer? If you notice a purchase pattern between millennials, why not trying out Instagram? That is a good starting point.
  • Define your goals. Don’t go into a channel with 0 goals. Having a defined goal is crucial to measure your sales and ROI.
  • Define your acquisition funnel. Pencil out your acquisition funnel: attract, acquire, nurture, convert, and retain. Define what are you going to do for each step.
  • Know your metrics & track everything from day one. You should begin tracking everything immediately so that you can start gathering data around your customer behaviour.

As a conclusion, consumers prioritize convenience, experience and quality when making online purchases. Also, eCommerce becomes an integral part of life and if two years ago it was fast delivery and quality packaging. Today, while those factors are valued a brand’s opportunity to reach, retain and extend customers’ lifetime value lies in giving them what they want, how and when they want it.


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