When Should You Update Your Omnichannel Strategy?

May 24, 2017 — Marty Yaskowich
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Anyone in omnichannel roles—such as chief omnichannel officer or director of omnichannel—needs to pay attention to feedback to ensure they know when to update their omnichannel strategies.

After all, successful companies are dynamic and adapt to changing consumer habits to provide more strategic customer experiences.

But what evidence should omnichannel strategists use to indicate that it's time to update their tactics? Here are three key indicators to look out for.

Foot traffic is down

Foot traffic in mall

When customers stop coming into stores, businesses are at risk of losing sales. So monitoring in-store traffic, whether by infrared or thermal sensors or other technologies, is an intelligent move. When the data shows foot traffic is decreasing consistently over time, it's time to take corrective steps.

How can this be accomplished from the omnichannel perspective? For starters, stores should not privilege cyberspace over brick-and-mortar or vice versa. One possible tactic is to make display windows—which entice passersby to enter shops—responsive to social engagements online. For example, window screens could showcase shoppers' use of certain brand hashtags. Companies should monitor the buzz around their brand and act accordingly while bridging the divide between e-commerce and brick-and-mortar stores.

There are fewer engagements on social media

Social media is a treasure-chest of metrics. Twitter, for instance, tells users how many impressions a tweet receives by measuring interactions, favorites, retweets, and so on. Generally speaking, the more one's notifications are lighting up, the more a person or brand is climbing Twitter's ladder of influence and reputation. If your consumers aren't engaging with your social accounts, it may be time to renew your omnichannel strategy.

A great way to increase engagements on social media is to leverage popular topics for the sake of one's brand. In other words, if something is popular, jump on the bandwagon and carefully redirect attention from that topic to your brand. While there are many ways of doing this, it can be as simple as joining a trending conversation—take the recent viral tweet by a teenager attempting to win a year's supply of Wendy's nuggets by gaining 18 million retweets. While Wendy's saw a huge increase in social engagements, other brands were quick to join the conversation, offering the teen additional prizes if he reached his goal. Brands should also find intelligent ways to get customers to interact with them on social platforms—for example, wireless retailers can send texts to customers enrolled in their SMS service inviting them to connect on Facebook, Twitter, or Instagram.

There are new popular social media platforms

Popular social media platforms

Technologies are always changing, and that can put brands at risk if their omnichannel strategies are focused on out-of-date platforms or channels. By way of analogy, think of how slang changes through generations. Words used by teens are not always understood by adults. Similarly, if targeted customers switch to some new social media platform and brands aren't aware of it, they are essentially speaking the wrong language.

The best way to combat this, from an omnichannel perspective, is to research where the targeted audience is going. People are always moving from one interest to another, and it takes some out-of-the-box thinking to keep up with them. Try “eavesdropping” on social media conversations about new platforms to see if your brand needs an active presence on these channels.

Stay on top of your omnichannel efforts

It may seem like a lot to monitor foot traffic trends, social media engagements and new social platforms when reviewing and revising your own omnichannel strategy. Start by checking out our point of sale and platform solutions. These products enable wireless retailers to start collecting big data, which can play a big role in informing future omnichannel strategy updates.

Download our whitepaper titled, Footprinting Brick and Mortar for Omnichannel Retail and find out how to adapt your retail footprint by exploring what works, what doesn't, and why. 

Get Your Free Whitepaper

Photos: Shutterstock / Rawpixel, Shutterstock / joyfull, Shutterstock / REDPIXEL.PL

Topics: Retail Marketing, Omnichannel Retail

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