Consumers everywhere expect an easy transition from ideas they research online to finding what they need in the physical world. That means challenges as well as opportunities for marketers who have traditionally looked at online and offline in silos. Marketers should be coming up with omnichannel marketing solutions addressing the need of the consumer. Instead, many ask consumers to adjust to the needs of their organisation.
The vast majority of commerce still happens offline. In shops, between people, via a call centre, or through a combination of all of those. In some markets, two-thirds happens offline, but in most markets, it is around ninety percent. Yet, when we look at how people buy goods and services offline, a lot has changed in the last decade. People research online and enter the purchasing process better informed than ever before. And with a phone in their pocket.
Making sure your digital foundation is strong is still the most efficient way to drive offline results. Moreover, those that know how to use omnichannel solutions to drive footfall will be the ones that thrive. For the larger businesses, those that operate in silos will eventually not be able to compete. Customers expect a seamless experience independent of what entity of a business they deal with.
I would start with ensuring people are able to find your physical locations when they are in the market for your goods or services and near your store. But let’s not stop there. This is the order in which I would go about things:
- COVID-19 Update Retail and Food Industry
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