From the humble coffee card to 2-for-1 deals, the hospitality industry is no stranger to a loyalty-focused marketing strategy. But things have progressed rapidly from physical loyalty cards – the future of hospitality is digital, even when it’s brick-and-mortar.

The possibilities for digital hospitality don’t just stop at loyalty programs either! From adaptable real-time menus and online QR table-ordering to increased upselling with less work from staff, the digitalized hospitality experience is paving the way for personalized, data-driven dining experiences that automatically drive customer loyalty and retention.

And Bopple is here to bring that to you by integrating with Lightspeed POS for restaurants and Marsello – the perfect omnichannel partnership!

What is Omnichannel Hospitality

The gap between physical stores and online channels is lessening – in fact, they’re becoming one and the same experience. And the hospitality sector is no different! From online wine tastings to contactless ordering with QR codes, the way we indulge in dining is tightly integrated with the way digest digitally. 

Creating a seamless experience that enhances each and every customer touchpoint is at the heart of an omnichannel strategy, but it’s so much more than that! With a multi-channel approach, you’re able to capture valuable customer information that empowers smart, data-driven, customer-centric business decisions, ensuring you get results from your investments and see a trackable return on investment.

With, Lightspeed Ordering powered by Bopple and Marsello, you have a powerful, tightly integrated tech stack that works together to drive undeniable results and increase customer relationships, engagement, and returns. Let’s dig a little deeper into each app: 

Bopple: Whether you’re running a one-off physical pop-up, or you’re an established restaurant, Bopple has what you need to succeed online. With COVID-specific features like QR check-ins and ordering and essential tools like customer database tracking and frictionless checkout, Bopple was developed with the digital hospitality owner in mind!

Lightspeed POS for Hospitality: Digital POS has cemented itself as the new normal and Lightspeed Kounta POS is fast becoming the go-to tool for savvy hospitality business owners. So you’ve sold out of a dish? Update your digital menu on the fly! Running a special or a deal? Promote it directly to your social media channels and flow that campaign into your Marsello-powered marketing! With everything online, you’re able to edit and adjust all important areas of your business in real-time, without time-consuming admin.

Pair your Bopple and Lightspeed Kounta POS apps with Marsello for a tightly integrated, one-stop tech stack and answers all your omnichannel hospitality needs.

Marsello not only offers personalized loyalty programs that are integrated in-house and online, but the options are endless! Encourage friend referrals from customers, nurture customer loyalty, reward purchase behaviour, and turn insights into opportunities with detailed reporting and automated customer segmentation.

Tied together, it’s easy to see how Lightspeed Ordering powered by Bopple and paired with Marsello Loyalty is a recipe for success and an unrivalled omnichannel solution. 

What does an omnichannel approach mean for hospitality customers?

Customer experience! The long and the short of it is that your customers’ experience of your business is streamlined and interactive. Just look at how Chat Thai uses their omnichannel tech stack to maximize customer experience and drive loyalty!

Chat Thai’s modern branding and crisp aesthetic lead customers to expect a modern dining experience and that’s exactly what their customers receive!

From digital ordering to customer loyalty, all Chat Thai’s customer data is captured with the help of Bopple’s digital tools like QR-code sign-ins and contactless payments. Orders are processed through a Lightspeed Kounta POS, and, combined with Marsello, Chat Thai can easily manage their customer information and create a seamless marketing strategy that re-engages their customers at every touchpoint thanks to an omnichannel loyalty program.

And their customers love it too! In fact, in the first 2 months of using Marsello loyalty with their Lightspeed Ordering powered by Bopple, Chat Thai has seen a 375% increase in reward redemptions!

Did you know, customers who order digitally spend more?

From ordering in person, to simply ‘ordering in’, it’s apparent that customers who order digitally are more likely to spend more. In fact, one study suggests that customers who order digitally will spend as much as 25% more on average. The team at Lightspeed put this down to a few potential factors. Digital menus:

• • • Give the customer a primarily visual experience. Perfected product photography goes a long way in encouraging diners to order more by encouraging an increased hunger response. Consider this your customers’ first impression of what to expect from their order – remember, enticing realism will go a long way! Just look at how Chat Thai presents their menu. It’s enough to get your stomach rumbling and taste
    • Increase the opportunity to upsell. Essentially, a digitized menu and ordering experience automates the upselling process. With beautiful images and an enjoyable, easily navigable online experience, customers are much more likely to explore the entire menu and maybe order an extra side dish or replenish their drinks throughout the meal.
    • Allow for increased flexibility. Think about it like improving customer experience. For example, when it comes to busy businesses and the re-ordering process, digital ordering gives the customer the ability to adjust their order easily and in real-time. No catching the eye of waitstaff, no miscommunications or worries about dietary requirements. And this in turn equates to increased average order values and improved long-term customer loyalty.

The benefits of moving towards digital hospitality for retailers are limitless. With tools like data-driven channel management, customer-driven loyalty engagement, and automation across all touchpoints, omnichannel hospitality is the answer to smart, customer-centric business growth.

Get the omnichannel experience for your customers

So you’re ready to make the move to an optimized omnichannel tech stack designed specifically for hospitality business owners – that’s what we like to hear!

To better understand these two topics, we’ll break down their definitions, the metrics for tracking them and show you which is going to increase your revenue over time. Whether you’re running a small, online shop or a multi-site retailer, understanding these topics will take your business to the next level.

Quick links:

1. 1. 1. What is customer loyalty
      2. What is customer retention
      3. Customer Loyalty vs Customer Retention: What is the difference
      4. What are the customer retention metrics that matter
      5. Should retail and eCommerce businesses focus on customer loyalty or customer retention?
      6. How to turn shoppers into loyal customers
      7. Why is it important to track customer data to understand loyalty and retention
         

What is customer loyalty

Building strong relationships with your customers helps to establish a positive view of your business. This in turn helps to create loyal customers. Building these bridges with your customers requires a proactive approach to ensure that their needs are being met, their interactions are smooth, and that they feel valued.

The major benefit of customer loyalty is that they’re more likely to stay with you, buy more from you as well as recommending your business to their friends and family. This means more than just spending more. Becoming a loyal brand advocate means that these customers are out there vouching for your business.

What is customer retention

Customer retention is the set of practices and procedures you put in place to help keep your customers engaged with your business. This leads to increased recurring revenue as they continue to spend. It is often tracked through churn, the number of customers that stop purchasing or never become repeat purchasers. 

It also helps to keep customer acquisition costs down, as you build a group of customers providing reliable, regular revenue. Keeping customers is generally cheaper than acquiring new ones, so keeping your existing base happy and spending can reduce your overall business costs whilst increasing earnings.

Customer Loyalty vs Customer Retention: What is the difference

So how do you define customer retention vs customer loyalty? They are closely aligned, and there is often an overlap of actions that drive the two.

Loyalty measures a customer’s predisposition to select a business entity as a preference and indicates a certain resistance to competitors. Retention is a measure of whether an existing customer continues to do business with you and the acts to make this happen.

Loyal customers have a certain stickiness to your business which can make them easier to keep and more valuable rather than just focusing on keeping them through mechanisms that make brand switching hard. 

What are the customer retention metrics that matter

There are several customer retention metrics that you should be tracking to better understand your customer lifecycle. The first and most common is customer churn. You can calculate this on a scale that is relevant for your business, but the basic measurement is: 

• Annual Churn Rate = (Number of Customers at Start of Year - Number of Customers at End of Year) / Number of Customers at Start of Year

A certain amount of churn is natural, but if this reaches between 5-7% it can be an early warning sign that you are not retaining customers and something isn’t right.

Repeat Purchase Ratio (RPR) is a great indicator of customer loyalty. To calculate:

• Repeat Purchase Ratio = Number of Returning Customers / Number of Total Customers

This shows the number of customers that are staying loyal and sticking with your business.

Should retail and eCommerce businesses focus on customer loyalty or customer retention

For all businesses, you should be focused on both customer retention and loyalty.

If you’re a retail business, building customer loyalty often comes through individual interactions. But how do you know if you’re succeeding? Setting up loyalty program systems will allow you to track individual customers’ spending over time. This data will help you better understand their habits and if they are staying with you.

If you’re an eCommerce business, tracking customer retention is usually quite straightforward. You can see your customers' most recent purchase, purchase history, and overall spend. You can easily benchmark this against your other customers to better understand individual behavior and what areas you need to improve. Understanding the loyalty of your customers can take a bit more work, but should not be forgotten. You might need to send surveys like Net Promoter Score to better understand what your customers think about your business.

How to turn shoppers into loyal customers

So how do you build a base of loyal customers? By tracking data like purchase frequency and average order value, you can better understand which of your customers are loyal to your business. To encourage loyalty, you can employ a variety of customer retention strategies. 

Improving customer service will help to enhance the customer experience you’re providing and help turn retention into loyalty. Experience is one of the easiest ways to differentiate your business from your competition. Using customer accounts and loyalty programs is another way to increase your repeat customer rate, especially if you can provide discounts or special offers as rewards.

Why is it important to track customer data to understand loyalty and retention

The best way to understand your customer retention and loyalty is through tracking customer data, including the customer journey. Customer retention technology will help you understand how long your customers are sticking with your business, at what points they drop off, and areas where you have an opportunity to build stronger relationships.

Metrics that show you customer retention are a great starting point and it can be tempting to focus purely on this. But customer loyalty is going to bring you longer-term success and financial stability. So make sure you’re also looking at metrics like Net Promoter Score (NPS) or Customer Satisfaction Score (CSAT).

Final words

It can be tempting to zero in on customer retention alone, but these customers aren’t necessarily going to stay with you for the long term. They’re likely to switch brands for a better offer. Instead, putting your energy into building loyal customers will set your business up for long-term success.

Using a product like Marsello’s all-in-one marketing platform can help you better understand your customers and the customer experience you’re providing. This will help build customer loyalty for your business, leading to better financial outcomes for you and improved interactions for your customers.

A Guide to Navigating Shopper Input

Did you know that poor customer experiences result in an estimated $83 billion loss by U.S. businesses every year? 

Gathering, managing, and analyzing customer feedback is a vital part of your customer success strategy, but is often neglected by businesses. In fact, a recent study by Hubspot found that 42% of businesses don't collect customer feedback at all. 

If you don't know what your customers think or want, it's impossible to put them at the center of your growth plan. That's why a robust customer feedback management strategy is the key to fostering lasting relationships with your customers.

In this post, we're going to:

• Discuss why customer feedback matters
• Identify key types of customer feedback
• Talk about how to collect, manage, and analyze customer feedback

Let’s dive in!

Why is it important to collect customer feedback? 

Let’s kick things off by discussing the benefits of having good customer feedback management practices in place. 

It helps to refine your product/service

Making the effort to collect customer feedback helps you to identify pain points, as well as gather suggestions that you can communicate to your customer success and product teams. In turn, this helps to enhance your product/service and promote a better user experience.

Essentially, any omnichannel retailer should be making the customer the focal point of their business, and collecting customer feedback will enable this process. 

It improves customer satisfaction and retention

No matter what business you run, your customers want to feel as though their experiences matter. When customer service representatives take a long time to respond to concerns – or worse, don't respond at all – this can seriously damage the customer relationship. 

On the flip side, when you make the effort to implement changes or updates on the back of feedback surveys, it showcases a customer-centric approach that aims to meet the expectations of loyal customers. And when customers are satisfied, your retention rates will soar.

It strengthens your WOM (Word of Mouth) marketing efforts

Here's a fact about marketing: We're far more likely to trust other people's perception of a business than what that business says about itself. In fact, 88% of consumers say that they trust online reviews just as much as personal recommendations.

With the rise of social media and community forums, we're no longer passive consumers of advertising. By making customer feedback a core functionality of your business model, you have a powerful customer acquisition strategy.

Types of customer feedback 

Customer feedback can be divided into two main types: Direct/solicited customer feedback, and indirect/unsolicited customer feedback.

Direct/solicited customer feedback

This refers to feedback processes that rely on the business reaching out to their customers for feedback. The advantage of this approach is that businesses can either tailor their surveys to specific topics, such as the usability of certain features, or they can ask about the customer journey as a whole. However, invitations for direct feedback often struggle with low uptake.

Direct/solicited customer feedback methods include the following:

• Customer surveys
• Customer reviews
• Focus groups

Indirect/unsolicited customer feedback

Conversely, indirect/unsolicited feedback is when a customer reaches out to a business with queries or concerns. It's within a business's interest to encourage this behavior, as unsolicited feedback can often bring up issues or opportunities they wouldn't have identified on their own. 

The following can be considered types of indirect/unsolicited feedback:

• Social media
• Customer support centers
• Live chat

Note: It's a good idea to use a combination of methods to ensure that your business is getting impartial feedback data. In this next section, we're going to dive into some of these methods in more depth.

How to collect customer feedback

Now let’s look at the different ways that you can gather feedback from shoppers.

Customer surveys

Customer surveys are one of the most common methods for feedback collection. You can completely customize a survey depending on what your needs are, making it one of the best options for collecting feedback on a large scale.

However, putting together a good feedback survey is a lot of work. Once you've chosen the area that you want feedback on, you need to decide what survey format is most appropriate.

While a qualitative survey using free text fields is one of the easiest to put together, it can be a discouraging time investment for customers, and setting it up effectively could be time-consuming for you too.

Instead, you could consider using some qualitative forms of customer satisfaction survey, such as:

Customer Satisfaction Score (CSAT)

CSAT is a metric for determining how satisfied your customers are with different touchpoints in the customer journey. It captures customer sentiment when they're interacting with that stage of your offering i.e. "How would you rate your recent order or experience?"

CSATs usually give customers the choice of choosing a number between 1 and 5, with 5 being “very satisfied” and 1 being “highly dissatisfied”. CSATs can be single questions or use several back-to-back questions depending on how broad you want your survey to be.

Net Promoter Score (NPS)

NPS is another qualitative survey measure but it differs from CSAT. NPS measures long-term customer loyalty. It helps to benchmark a customer's willingness to recommend/promote your brand to others, which indicates their commitment to repeat purchases. So, if your NPS is low, this means your churn rate is likely to be high.

Most NPS surveys use a 10-point scale, as shown in this template by Le Tote:

2-choice questions

In some cases, you want to make it as simple as possible for customers to provide feedback. This is why 2-choice surveys can be extremely useful when you want to gather a quick pulse from your customers. 

The following example from Katie Waltman, which lets people indicate their feedback by simply tapping a happy or sad face is an example of quick and easy feedback collection.

And in case customers would like to share additional details, Katie Waltman asks a quick follow-up question based on the shoppers’ initial response. Katie Waltman has a 97% customer feedback rating. Their customers have particularly positive feedback for KW’s product quality, customer service, and the value of their products. Keeping in mind that customers are most inclined to leave feedback when they are passionate, this makes praise that Katie Waltman has received all the more impressive.

Social media monitoring

Did you know that 1 in 3 consumers would rather post service or product feedback on social media than contact a business directly? Quick and appropriate follow-ups to comments and mentions by your customers are vital on an open forum, and also presents opportunities to ask for feedback via polls and surveys:

Qualitative customer interviews

If you're wanting more in-depth customer insights, organizing a series of interviews with customers is a great tool for adding more context to NPS and CSAT surveys. Getting direct information straight from shoppers can help to highlight and create understanding around areas that are working well, versus areas of your business that could do with attention.

This technique is best suited for interviewing long-term customers who can answer more in-depth questions about your product/service. It's a good idea to use your CRM to pick out loyal customers who can offer you the most valuable insights.

How to manage customer feedback 

Once you’ve collected a good amount of feedback, it’s best to set up processes for managing all that information so you can act on it. 

Use the right CFM tools

Feedback management tools are vital to getting the most out of your feedback collection. CFM (customer feedback management) software allows you to sort and analyze customer data effectively, rather than having your customer success team spend days or even weeks sorting through it manually.

The right tools depend on how your business plans on gathering customer feedback. For example, if you plan on doing customer surveys on a regular basis, a survey tool like SurveyMonkey or Typeform is a good investment. Likewise, you're a brand with a large social media presence, consider a social listening tool such as Brand24 that uses AI to monitor brand reputation in real-time, a popular technique with SaaS companies. 

On the other hand, if you want to grab quick feedback on the product or shopping experience of your customers, then an eCommerce CRM like Marsello is a great option. Marsello’s feedback tool makes it easy to attach quick surveys to your transactional emails so customers can let you know how they feel.

From there, you can get detailed reporting on customer satisfaction and find ways to improve. 

Implement a Voice of the Customer (VoC) program

The Voice of the Customer (VoC) is a broad term referring to all of the data and metrics you've gathered from feedback management tools and unsolicited customer feedback. A VoC program collates all this data from across channels to identify emerging themes that indicate specific pain points, then develops a roadmap to address them.

For a VoC program to work effectively, it can't be siloed just to your customer success division. It requires active collaboration with the product development, marketing, and sales teams to identify trends within their own workflows. For example, if the sales team keeps coming across a particular feature request, this can be passed onto the product team far more seamlessly.

Close the feedback loop

Once you've identified issues or opportunities and taken action in response, it's important not to miss out on informing customers what you've accomplished. This is known as “closing the feedback loop.”

Unless customers receive a follow-up, they have no idea whether their concerns have been listened to. This leaves the feedback loop wide open and could affect your retention efforts.

So, once you've decided to introduce a change in response to feedback, you need to think about the best way to communicate this. The appropriate channel will depend on the demographics of the respondents. For example, if your survey was hosted on social media, it makes sense to inform customers using the same medium. If it was an on-site survey, you could consider producing a webinar that discusses your initiatives.

How to analyze your customer feedback 

The best way to get the most out of customer feedback is to analyze it. Here are some tips to help you organize what you’ve collected and ensured that you gain actionable insights from them.

Categorize your feedback types

Once your data is in one place, assigning it to a specific group will help you get a broad overview of what areas are receiving the most attention from your customers. For example, you could use categories like:

• Onboarding
• Pricing/billing
• Feature requests
• Product/user experience
• Technical support.

You can also break these down further into sub-categories i.e. whether the feedback is negative or positive.

This exercise will help you to highlight any overarching trends and “hidden” issues that your business might not have identified, such as confusing pricing structures or difficulty finding support documentation.

Start feedback analysis

While it's possible to analyze your feedback manually, this is a very time-consuming process and requires someone with strong expertise in coding and data analysis. Moreover, there's always the potential for personal bias to get in the way of finding actionable insights from your customers.

Instead, consider using a tool such as Marsello, which can organize feedback data into graphs and tables that make it easy to analyze the information.

As patterns start emerging, it's important to ask yourself some key questions:

• Are these new or established customers?
• Where are they located?
• Who has been assigned to manage their account?

This helps to add context to the results of your analysis – and may also establish some underlying causes for recurring issues.

Present your results

Once you have the results of your customer feedback campaign, you need to think about the best way to present them to your teams. This will depend on whether you're doing a relatively focused feedback survey or a landmark study on your product/service as a whole.

If it's a small feedback project, you can likely present the results on a one-page that summarizes the key takeaways via bullet points or tables. In the case of large, multi-question studies, you will need to break this down in a lot more detail.

Large-scale data visualization using line or bar graphs are a great way to communicate to your staff the changes to customer sentiment over time and provide answers to key questions. Check out this visualization by Thematic investigating the reasons behind a drop in NPS:

Thematic not only displays the drop-in NPS rating over time but also offers the user detailed information that highlights why their performance could be taking a downward turn. 

Final words

Customer feedback has traditionally been one of the most neglected elements in customer success. It's easy for businesses to tell themselves that gathering customer feedback is too time-consuming or difficult to analyze to be worth the effort. 

But at the end of the day, customer satisfaction is the key to long-term success as a business. If your customers are unhappy with your service or product offering, your churn rate is going to skyrocket. But by implementing a strong customer feedback program, you're in a much better position to foster retention and loyalty.

Need to collect and analyze customer feedback? Marsello has powerful tools to help retailers gather input from shoppers and turn them into actionable insights. 

A Guide to Marketing Across Multiple Channels

It's one of the biggest buzzwords in retail and marketing, and one that all businesses should be paying attention to. 

Omnichannel.

Industry data shows that marketers using three or more channels in any one campaign earned a 287% higher purchase rate than those using a single-channel campaign.

With numbers like this, retailers have few reasons not to embrace the power of omnichannel marketing. 

In this post, we're going to define omnichannel marketing, why it matters, and how to implement your own omnichannel marketing strategy for better customer engagement and sales.

What is omnichannel marketing? 

Simply put, it’s a retail strategy that involves the complete integration of all offline and digital channels. It denotes a customer-centric approach by prioritizing seamless, high-touch shopping journeys that take place across multiple channels.

With seamless channel integration, customers can easily complete actions like checking inventory levels online before turning up at their local store. And it's shopping experiences like these that positively influence customer loyalty and helps to create brand advocates. 

Omnichannel marketing ensures that customers receive a cohesive shopping experience. All sales and marketing channels operate in sync with one another to build trust and brand engagement.

The difference between multichannel and omnichannel marketing

Don't confuse omnichannel marketing with multichannel marketing. 

While both involve coordinating marketing strategies that span several channels (such as eCommerce, social media, SMS messaging, and mobile apps), the execution is very different.

Multichannel puts the product, rather than the customer, at the center of marketing activities. So, while multichannel marketing allows consumers to engage a brand via several channels, they cannot transition seamlessly between them. This silos messaging and keeps it static, rather than adapting to the needs of each customer.

In contrast, the channel integration of omnichannel marketing means that every message is relevant and tailored to your individual customer as they shop across multiple channels and devices.

For example, if a customer puts an item in their cart with the intent of coming back for it later, they might receive a push notification or SMS alert to let them know when that product is low in stock. They might also get a tailored promotion to entice them to purchase. It's these personalized interactions with customers which make omnichannel marketing efforts much more successful than a generalized multichannel approach.

Why implement omnichannel marketing? 

Here’s a quick rundown of the advantages you can unlock from omnichannel marketing.

Providing a consistent experience across channels

If we think about our most negative retail experiences, they're likely to involve scenarios where retailers have obstructed rather than aided our efforts to shop efficiently. 

As consumers show a growing preference to use multiple channels to execute their shopping journeys, it's never been more important for retailers to meet these expectations. According to a study by Invespcro, the most in-demand services are: 

• • • Checking product availability before arriving in-store (82%)
    • BOPIS (Buy Online, Pick-Up In-Store) (57%)
    • Having a customer profile stored across channels (50%)
    • Personalized shopping experiences (47%)

By implementing advanced omnichannel experiences like these, your customers have the freedom to shop how they want without barriers. This makes them feel empowered during their shopping journey and helps to foster trust in your brand.

Maximizing touchpoints with your customer

In the past, we would walk into a brick-and-mortar store, browse for a bit, and then make a purchase – often within the same visit. 

Today, consumer behavior is very different. People want as much information as possible before committing to a purchase, especially if they are new customers shopping with a brand for the first time. This involves utilizing multiple channels to research and compare options.

Today, 82% of customers use their mobile devices to browse before purchasing at a physical store. By offering customers a unified experience across digital and offline channels, you can add a huge amount of value through engaging touchpoints that build brand awareness and customer loyalty.

Valuable data-driven insights

Seamless experiences across different channels mean more opportunities to gather customer data. Omnichannel integration allows you to follow the customer journey from beginning to end, meaning that you gain access to in-depth insights about who your customers are and what they're looking for. 

It allows you to identify key buying patterns and personas within your target audience – including those you hadn't anticipated shopping with your brand. This makes it easier to deliver the appropriate messaging that coaxes prospective customers along the path to purchasing.

When you understand your customers, you have a much better sense of how to encourage repeat purchases. This is why retailers who use an omnichannel approach see 90% higher customer retention can those who don't.

How to start an omnichannel marketing strategy from scratch 

Ready to kick off your omnichannel marketing strategy? Here are the steps you should take to set yourself up for success.

1. Start thinking customer-centric

Going omnichannel in your marketing is about more than just integrating your channels. For many retailers, it requires a fundamental shift in how your brand relates to its customers.

Why? Because what's most convenient for your customers might not be what's easiest for business. To make this transition effectively, you need to have everybody on board inputting customer success at the center of the shopping experience.

Making omnichannel campaigns run effectively is a lot of work, and requires serious consideration of every touchpoint within the buyer's journey. 

For example, when your customer enters your website, does it have a responsive design that easily adjusts to mobile? Are your social media posts optimized to drive prospective customers to the appropriate product pages?

By having your operations, sales, and marketing teams evaluate your marketing approach step by step, you can ensure a positive omnichannel customer experience.

2. Know who your customer is

You might be surprised by how many businesses don't have an in-depth understanding of who their customers are. A study by HubSpot found that 42% of businesses don't run customer engagement surveys or collect feedback.

This is a problem because if you don't touch base with customers and get their feedback, you won't get insights into what they want and need. Collecting feedback also helps you determine the right demographics, so you can create more effective personas for your campaigns.

To  put your customer first, you need to invest in gathering data that gives you the full picture of their activities and preferences, such as: 

• • • What problems does your business help customers to solve? 
    • Through what channels do they like interacting with your brand most, and why? 
    • Which kinds of content do they find the most useful/valuable?

You can accomplish this by using data from your CRM, or by running surveys across channels and asking for feedback at multiple points during the shopping journey. 

3.  Invest in the proper toolkit

When it comes to omnichannel marketing, your strategy is only going to be as strong as the tools supporting it. 

As well as helping you to generate and nurture more leads, marketing automation allows you to build personalized experiences for your customers by sending them targeted content that supports their needs. Best of all, the data captured from these workflows in the form of CTRs and engagement rates will tell you whether your efforts are hitting the mark.

This is where a solution like Marsello comes in handy. Our software serves as an all-in-one omnichannel marketing platform that combines email, SMS, and loyalty programs. Since everything is accessible on a single platform, data flows smoothly from one channel to the next, and it's easier to provide a seamless shopping experience no matter where your customers are. 

Marsello also integrates with leading point-of-sale systems and eCommerce platforms, so you can easily sync your physical and digital stores as one.

4. Content, content, content

No matter how advanced your marketing software is, the content remains the backbone of omnichannel marketing. This involves everything from your social media content down to in-store signage

For example, let's say that your business is running a promotion that gives your customers 20% off storewide both offline and online. Your online store has a big banner on the home page publicizing the discount, and a promotional email has been sent out to your mailing list to spread the word. 

But when customers walk into one of your physical store locations, there's no signage greeting them at the door to make them aware of the discount. 

A lack of cohesion between your offline and digital marketing efforts can result in a lot of missed sales opportunities; if in-store customers don't know about the promotion until checkout, they're a lot less likely to maximize spending to get a better deal. This makes informative touchpoints essential for successful omnichannel retailing.

Want to see an omnichannel content strategy done right? Check out Federation, a streetwear brand that runs a powerful omnichannel loyalty program. Federation allows customers to earn and redeem points in-store and online, so shoppers are rewarded regardless of where and how they're shopping. 

Plus, the program’s content and messaging are consistent on all channels, so the customer experience always feels seamless and on-brand. 

Another excellent example comes from the jewelry brand and clothing stockist, Katie Waltman. The store runs a comprehensive marketing initiative that covers loyalty, feedback collection, and email marketing. In doing so, Katie Waltman is able to connect with customers across multiple platforms. 

Just like with Federation, the content and messages that Katie Waltman puts out there are consistent on all channels and devices. So whether people encounter the brand in-store, on their eCommerce site, or via email, customers are treated to the same look and feel. 

5. Segmenting your messaging

As we mentioned above, what separates multichannel marketing from omnichannel is that customers are not treated as a one-size-fits-all group. 

The valuable data insights that omnichannel retailing gathers from across the shopping journey give you the ability to segment customers according to demographic data, shopping behavior, and the “warmth” of leads. 

According to Epsilon, 80% of consumers are more likely to purchase from a brand that offers personalized experiences. In short, you can deliver the right content at the right time to enhance customer lifetime value. 

For example, with the aid of marketing automation, you can set up specific triggers to target customers who've purchased certain items (e.g. "you might also like..." emails) or those who've been “inactive” for a certain period of time by sending an SMS with a link that allows them to set their communications preferences. 

We can see this in action in Brandini Toffee, which uses Marsello to send automated marketing emails based on user behavior. One notable example? The Brandini team sends a campaign automated email geared towards shoppers who have abandoned their cart. To entice this segment to complete their purchase, Brandini Toffee sends a reminder email with a built-in product recommendations section that is automatically populated with similar products and items which the customer is likely to enjoy (based on their previous shopping behaviors). 

Since they first created automated campaigns, Brandini Toffee has seen as much as a 583% increase in attributable sales and this campaign alone has generated 95% of the total orders generated by Brandini’s automated campaigns.

6. Track and analyze

The power of your omnichannel marketing efforts becomes more evident the longer they're in play. The more you invest in gathering and utilizing data from customer journeys, the more you can refine your approach to target exactly what it is your customers want.

This is why it's important to test and track different elements of your marketing strategy to find what appeals most to your customers. This includes A/B testing of different copy, subject lines, images, and CTAs to see which gets the best response. 

It's also important to compare your content across channels to see what works for each medium – what works on email, for example, isn't necessarily going to resonate with your audience on Instagram.

 By regularly analyzing the results of your omnichannel marketing campaigns, you can ensure that your business is using the very best formula to inform and excite your customers.

Final words

Implementing a thoughtful omnichannel marketing strategy is a big step up for retailers who are used to more siloed multichannel strategies. But if you want consumers to choose your business over the likes of Amazon, it's essential that you can facilitate seamless shopping experiences that allow customers to move between channels with ease.

At the center of successful omnichannel marketing is a core philosophy; it’s seeing your customer as the center of gravity that your brand revolves around. So long as you stick to this core idea, the rest will follow.