The Left Side of The Omni-Channel
As retailers adapt to the industry’s changing landscape and learn the true value of their brick and mortar stores it becomes important to audit the way their marketing budget is spent quite often.
Of all the areas that comprise retail today, the consumer packaged goods (CPG) industry spends a higher percent of its overall budget on marketing than any other Industry. They are also highly accountable for the performance of those dollars. That means marketing dollars must work hard and retailers have to be judicious about how and where dollars are spent, especially when working with manufacturers.
But, how do you do that? It sounds so nebulous. The new omni-channel marketing funnel can help put marketing priorities into perspective.
Classic Marketing Funnel
Let’s take a look at the classic marketing funnel for a moment. At the top of the funnel, we have high-reach mass media like TV and radio, to generate awareness (brand awareness and hopefully, promotional awareness).
Further down the funnel, we find tangible, reference tools, like our website and weekly circular. At this stage, we have the attention of the consumer (who is now a casual shopper) based on delivering an offer to them from a brand they are aware of.
Further down, we find conversion tactics, like emails, and loyalty offers. These compel the consumer further to create motivation. Here, we’re motivating a shopper to become a buyer.
This is where the classic marketing funnel splits and becomes the Omni-channel marketing funnel. Buyers can now get what they want any number of ways, Online and In-Store being the most common.
Omni-Channel Marketing Funnel
Once a consumer moves past the consideration phase they have two main options and a hybrid option. Walk into your store (Left side) to purchase something or buy it online (right side). The hybrid option is to buy online, pick up in-store.
The right side (online) of the Omni-Channel Marketing Funnel is easy. Almost everything can be tracked, analyzed, and attributed to marketing dollars with relative ease. There’s nothing nebulous about it.
The left side (in-store) is not as easy to track but just as important, if not more important, considering;
- 80% of online ads effect results in offline sales
- Omni-channel shoppers agree the In-Store experience has the most room for improvement
- E-commerce only amounts to less than 9% of total retail sales today
The Left Side
So on the left side of the funnel, your conversion tactics lead a buyer to your brick & mortar store. But, how can you be positive you are getting the most out of that visit possible?
Well executed in-store marketing!
In-store marketing that helps deliver an experience and make the trip easy for the shopper, and profitable for the retailer.
In-Store Marketing has taken on greater importance as it continues to adapt to the changing demands of retail and CPG. It is more important than ever that every square foot of a store is productive and efficient in terms of delivering sales.
If you are unfamiliar with In Store Marketing, please visit this page for a brief definition of In-Store Marketing.
In The Meantime – Here Are The Basics
- First, make sure shoppers can easily find the item(s) they are looking for. Keeping the navigation simple is a best practice you can bring from a well-designed website to your in-store experience. Easy navigation keeps shoppers’ stress levels low by respecting their time. And, stress-free shoppers are quicker to buy.
- Ensure that well merchandised, adequately stocked assortments of featured items are easy to find. Also ensure that associates are nearby to personalize the transaction, answer questions and suggest add-ons.
- Additionally, use merchandising to suggestively sell add-ons and bundles. Complement this with merchandising relevant add-on items close by the featured item(s). This mimics the “Others also bought” or “May we also suggest” features, popular in e-commerce.
- Finally, deliver what your marketing promises. Ensure there is an easy, hassle free check-out. This adds up to an exceptional shopping experience, which today’s consumer determines to be a good value. When consumers can count on this exceptional experience every shopping trip, they will become more and more loyal to you. Taken further, they will evangelize the merits and benefits of shopping with you, to others.
These quick tips will help ensure that your customers have the same great retail experience, regardless of whether they purchase from the left or right side of the Omnichannel marketing funnel. In the end, this makes the experience with your brand, which is what is most important, positive. Loyalty comes from a high level of delivery of a consistent experience. Consumers that know they can depend on a retailer to treat them well, respect their time and deliver good value, will reward that retailer with their brand loyalty. The omni-channel marketing funnel will help you deliver a great shopping experience consistently as the industry adapts and changes.
About the Author
Justin Lincoln – Digital Marketing Manager
Justin translates organizational objectives and business needs into marketing campaigns, social media strategies, and communication plans. When he’s not gathering insights from piles of analytical data, Justin is training soldiers on SATCOM equipment or reviewing commercials on Twitter. Connect with him on Linkedin!