Nowadays, companies are very aware that they need to take a multi-channel approach when it comes to addressing their customers’ needs. Even brick-and-mortar stores need to maximize the tools available to them, and those tools can often include online platforms like social media.
In a previous article on the blog, we wrote about ‘Improving Store Operations with Smarter Schedules and Better Budgeting‘.
With a world that’s now more highly connected and information-rich than ever before, customers expect better service and higher quality experiences from businesses. While our previous entries have been about addressing challenges in internal company structure and operations, it’s time to look at the customer-facing side of the equation. Here are a few tools you can use to address and improve customer satisfaction through marketing.
Finally, some of the best tools a company can use in order to increase customer satisfaction and motivate return customers are loyalty programs and promotions. These promotions can be made available through online means such as email marketing and digital ads, but companies looking to make an impact shouldn’t discount traditional methods like flyering and direct mail. In fact, making use of offline and print materials might actually go a long way towards improving the shelf-life of your marketing strategy, as well as bringing your services closer to home— literally.
Triadex Services suggests that direct mail’s shelf life comes in at an average of 17 days, much longer than digital ads or online marketing. A direct mail campaign is a concrete, memorable, and also brings your company to the forefront of a customer’s mind. Depending on your approach, you can direct your customers to make purchases in-store through coupons and other promotions, or online by directing them to your website. It’s one of many effective ways to cement your presence both on and offline and show your customers you have their convenience in mind.
Companies are now investing more in their online presence and services in order to provide their market with a seamless, multi-channel experience that addresses customer needs. This many-pronged approach requires an equally appropriate marketing strategy, which is why omnichannel marketing has been on the rise.
Statistics compiled by ClickZ have found that companies marketing through three or more channels have led to an 18.96% engagement rate, compared with only 5.4% on a single channel approach. Purchase rates are 250% higher when companies adopt an omnichannel strategy, with customers spending 13% more on average with campaigns that used three or more channels.
Customers are spending more and more of their time online, and much of that access is through smartphone use. Smartphones have become an integral part of our daily lives, and consumers are beginning to look to online marketplaces more and more. An online presence is essential in the digital age, but companies may actually be underestimating just how much.
A report by Deloitte in 2012 found that 58% of consumers with smartphones had already used it for store-related shopping, and that number has only ballooned with increased smartphone adoption. Businesses need to ensure that their online presence and materials are convenient and accessible for smartphone users, and that includes optimizing websites, informational and promotional materials, and customer relation channels.