4 Tips for Retailers Juggling Omnichannel Social Strategies
Omnichannel retailing, otherwise known as cross-channel retailing, is defined as a seamless sales approach by the use of multiple channels, including mobile sites and apps, phone calls, customer’s desktops, customer’s tablets and brick and mortar purchases. In omnichannel retailing, the integration of multiple sales channels are drawn from one single retailer which provides consumers with a simple way to shop wherever they want.
So what do retailers need to know when they want to implement a successful omnichannel social strategy? Here are our four tips for them:
1. Identify and Segment Your Social Audience
First, it is important for retail marketer’s to break down their audience geographically, demographically and psychographically. Without knowing who their target audience is, it is nearly impossible to succeed in social media marketing. By having the background knowledge of who their social audience is, they can target their posts to what the majority of their audience wants to see. This is the second part of this, the need for social audience segmentation. Not everyone will react positively to the same message, when retailers identify their audience and who their customers are, they must also break them into groups so that they can market to each one uniquely and strategically. This will bring the most “buzz” or “drive” to retailers’ posts, followed by sales.
2. Establish a Clearly Defined Social Strategy for Cross-Channel Marketing
Retail marketers have their hands full with juggling numerous social accounts at once, so it is important to establish one perfectly blended social media strategy that uses promotions, advertisements and other information, leading to alternative brand-channels. At the end of the day, your overall goal is to increase sales, and a fully integrated social plan is the best way to save consumers time and allow them to get the best deal through you instead of your competitors or a third-party re-seller.
3. Bridge the Gap Between Retail and eCommerce Offerings
Most customers in today’s tech-savvy craze will check online prices before making an in-store purchase (mostly through apps on their phone while they are in the store), or vice versa . The best way for retailers to combat the offerings of third-party retailers is to give consumers a retail store on multiple channels. It is crucial to a retailer’s success to make sure that their store provides its customers with a convenient, seamless experience with on all of the different channels that customers use when they purchase new items.
4. Measure your Social Impact
Social Intelligence and Social Listening tools, like Synthesio, are able to help you measure the ROI (or the impact) of your omni-channel marketing efforts. This is important for all retail marketers since they need a real-time snapshot of key audience engagement metrics in order to know whether they should continue what they are doing, or not. When retailers can successfully measure their social impact, they will be able to attain attain the actionable insights that they need to help construct their strategic business planning.
To find out more about Synthesio’s Social ROI feature, click here: http://www.synthesio.com/our-platform/roi/