February 19, 2019
An omnichannel experience should seamlessly engage prospects and clients across various checkpoints. With an omnichannel presence, you are able to allow your users to leave one channel and continue their experience on the next. To execute omnichannel marketing efforts effectively, you must be able to support multiple channels within a single customer interaction.
When it comes to the customer experience, implementing an omnichannel edge into your brand can set you apart from your competitors and build lasting relationships with your customers.
Keep reading to learn the “how” behind a successful omnichannel customer experience.
Survey data collected by Monetate and WBR Insights for our 2nd Annual Personalization Development Study indicates that only 15 percent of respondents self-report that they are observing and tracking customer sessions across two or more devices. When compared with industry data, they are failing to detect at least 25 percent (but possibly as many as 50 percent) of the sessions that are part of a multi-device journey to purchase.
Monetate has found that when retailers are able to recognize consumers across devices, the multi-device users outperform the average user. In fact, cross-device journeys deliver more value. Consider the following:
Omnichannel personalization plays a crucial role here, as the consistent experience that is produced also needs to be unique to each customer for it to be considered a strong one.
Omnichannel Personalization is the practice of creating customer experiences that are informed by real-time data from all channels, and extending them across every touchpoint, to build a consistent relationships with the customer everywhere they interact with the brand.
The numbers are there, and now brands need to be pouring more time and resources into building an omnichannel customer experience.
To truly understand what an omnichannel customer experience is, you need to see it in action. Let’s take a look at four brands who have successfully implemented omnichannel into their customer experience:
The My Disney Experience app allows park guests to transcend the mobile app and shape your real-life vacation. The app gives guests the ability to do everything from booking dinner reservations to nabbing fast passes for your favorite rides, all by linking your tickets right to the app and wristbands that can be taken wherever you go. With the app, if your family is running late and has to miss your ride times, you can log in on your mobile device and schedule a new time without hassle. By allowing guests to make important decisions on the go, the in-person experience becomes stress-free and tailored to the unique needs of the customer.
Not only does My Disney Experience make guests’ lives easier during your vacation, but it also nurtures your connection to Disney at other stages of your relationship with the brand: after your stay has ended, the app makes sure your family has access to photos from their trip for weeks to come so that you can continue to enjoy the memories; My Disney Experience also provides all of the tools you need to plan your next visit. The omnichannel customer experience that Disney has brought to their customers has left a lasting impact and set the bar very high for other brands looking to break into travel personalization.
The Starbucks app is an easy way to earn rewards. Points and rewards are tracked each time you order, and you can check your progress right on the app. Frequent customers can get free coffee by earning “stars” and a free drink on their birthday. The app also makes it easy to find the closest Starbucks and gives you estimates for how long your drink order will take to make. Should you wish to customize your drink, Starbucks lets you choose the type of milk, the amount of flavor, or the size of your coffee directly from the app without the hassle of waiting in line.
Another reason customers love the Starbucks app is that it adds a layer of convenience to the sometimes time-consuming task of ordering a boost of caffeine. With the Starbucks app, you can save yourself the headache of waiting in line and order right from your phone to your desired location. Additionally, if you like the music playing in the store you are in, you can view the playlist directly on your app and find the song on Spotify. By using the app, users are not only benefiting from the rewards program, but they are also gaining a better in-store experience. This integration of mobile convenience with in-store experience makes the Starbucks app a great example of omnichannel customer experience well-executed.
Destination XL Group is a leading men’s retailer focusing on sizing 38 inches and up. They run operations in London, the United States, and Canada. They decided to use Monetate to make the quick store pickup experience as seamless as possible for the customer.
Many retailers assume that their online shoppers and in-store customers are different people, or that even if a shopper uses both they are more likely to start and finish a purchase on one channel or another than to use a blend. However, our research shows that that isn’t necessarily the case: in fact, many customers will hop from device to device over the course of their shopping journey, and may use the store to browse or buy an item while also exploring their options on web or mobile app. Destination XL recognized that many of their customers enjoy browsing online but prefer to pick up the item in-store. wanted to improve experiences for customer. By using the brand’s store listings and the customer’s location data, Monetate was able to provide a list of stores local to the customer to help them plan their shopping trip. The website also used store-level inventory data cross-referenced with the customer’s location to badge products that were available locally. By making these changes, Destination XL was able to offer a more seamless experience between their brick-and-mortar locations and the company’s online presence.
Ulta Beauty’s loyalty program Ultamate Rewards has been taking customer service to new levels with omnichannel. Every dollar you spend with Ulta goes right towards the rewards program, so you’re always earning points. Plus, members are treated to email discounts and exposure to products online two weeks before they hit stores, both of which amplify the in-store experience by making them feel special and exclusive.
Also, Ulta tracks what you buy online and in-store and bonus rewards can pop up at any time. Every Ultamate Rewards member receives one point per dollar, a free birthday gift, and double the points during their birth month. This program engages customers across multiple channels, which has kept them coming back for more.
Healthy salad and grain bowl restaurant chain Sweetgreen has developed an app that makes eating clean easy. With just a few clicks, customers can order their favorite fresh meal to be picked up in their nearest location or delivered right to their home or office. No matter where you are (whether that be on the app, the website or in-store), the experience remains consistent.
Additionally, Sweetgreen takes notice of loyal customers. For those who frequently take advantage of their app, the brand reaches out with free salads or bowls to try. Once they’ve gone into the store to try the item, Sweetgreen asks for feedback on everything from their experience to how the food tastes. This helps customers feel involved in improving the customer experience.
A strong omnichannel customer experience can bring your brand some major success, but it will include some trial and error to get there. Observe what the brands around you are doing and shape a plan for yourself to test the waters with. It won’t be easy, but there is no doubt that it is worth it.