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By omnichannel, we mean the centralization of different distribution strategies including online sales and/or physical points of sale. In addition to these distribution channels, it includes communication means, promotional activities, loyalty programs, logistic services, payment experience and customer service. This last element is very important as it affects the experience before, during and after the sale, especially in a context of increasing returns from online purchases.

Omnichannel can enhance the customer experience when operations are well aligned and consistent. Connecting customer touchpoints avoids silos and inefficiencies on the side of your operational teams. Since omnichannel includes all touch points - social media, website, newsletter, event, text, display, etc. - personalized, relevant communication is sent to the right person at the right time. - personalized, relevant and timely communication helps build and maintain your consumers' loyalty to your brand. This is one of the biggest challenges for marketers: how do you speak with one voice to a customer across the panoply of channels? Delivering the customer promise sounds like a puzzle, but there are ways to do it, and here's one way.

The solution for a better alignment of your operations marketing


In an omnichannel approach, one of the solutions to speak with one voice to the customer remains the exploitation of data. Across all touch points, customer data collected, centralized and regularly updated allows to make "data mining" and to make appropriate decisions regarding the execution of various marketing operations.

For example, by analyzing all the transactions made by your customer, whether it is via a loyalty card or purchases associated with his account on your transactional site, it is possible to fully understand his consumption habits.

Then, if you have this data for a significant number of customers, it will be possible to establish segments of your customer base. Specifically, we can analyze RFM purchase behaviors (recency, frequency, value) and add an analysis of all interactions with your communication media in order to develop a highly personalized promotional offer communicated via the preferred channels of your target customer segment. It is important to know that 77% of consumers expect personalized offers (Nielsen 2016) and that today, they are continually bombarded with promotional offers. In addition, according to a recent study by Deloitte, 80% of customers are more likely to buy from a banner that offers a personalized experience. Therefore, the concept of HYPER PERSONALIZATION is more relevant than ever. How can we make a personalized offer if we don't know our customers' habits and buying behavior?

Don't wait any longer! Centralize your customer data, establish business rules to segment your database, maintain processes that will make your customer data management efficient while increasing its quality.

Analyze it regularly and you'd be surprised at the quick gains you can make without doing a lot of marketing. Don't forget that your consumers are probably being bombarded by your competitors with bottomless discounts (if not by you?) and Instead, focus on the relevance of the offer and the quality of marketing activities that are well aligned in times of talent shortage.

This is what will not only increase your sales but also make you more relevant, while avoiding exhausting your teams with the amount of activations left and right.

Anouk Roy, EMBA
Director, Strategy

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