Think about how you shop — do you go into stores or browse online? Do you click through to product pages from Instagram accounts, or are you interested in Sponsored Ads on Facebook? Do you ever get inspired to buy a product from a billboard or print advertisement?
Chances are you answered “yes” to more than one of those questions. In today’s omnichannel retail environment, consumers are increasingly using multiple avenues to find and browse for products. Gone are the days where shoppers simply went to the store — now, we shop at all times, from our mobiles, tablets, desktops, and so on.
Retailers need to adapt accordingly. In order to ensure that consumers are finding your brand — and having a positive brand experience — retailers need to hire for omnichannel roles. Omnichannel can be the difference between having your online and offline efforts feel disjointed and disorganized versus delivering a strong, cohesive brand experience across multiple channels.
Move from multichannel to omnichannel
You have content on your blog and across your social media channels updating consumers on new phone models available in-store. You’re running a coupon promotion via email for wireless headsets and other accessories. You have banner ads on buses about new data plans. You’re running an omnichannel campaign, right? Wrong. Unless your channels are working together, your campaign is multichannel — not omnichannel. An omnichannel campaign is defined by using multiple channels together to create an integrated experience. This means having consistent messaging, goals, and overall brand experience across all channels.
A Chief Omnichannel Officer can help your team create high-level strategies that make sure all these channels work in tandem. Having someone in charge of omnichannel efforts can help bridge the gap between your digital and in-store experience, so that all your touchpoints work together to form a cohesive campaign.
When hiring for this role, don’t just ask candidates about the kinds of channels you should be marketing your product or services on — ask how they would use these channels together to create a seamless experience for your customers.
Align your various departments
Every wireless retailer works differently, but generally speaking, a marketing campaign may involve many stakeholders including your marketing team, executives, customer service staff, brand ambassadors, and digital strategists. Hiring employees with a strong omnichannel background will help to make sure these different departments are aligned and understand your overall goals and objectives.
When hiring, you should look at whether or not candidates have experience managing and liaising between different departments across various projects. Hiring a Director of Omnichannel can help make sure that all departments are aware of how their daily operations relate to your company’s larger omnichannel agenda. By approaching your business through an omnichannel lense, they can address any gaps in your omnichannel strategy that individual departments may overlook, and help provide a more seamless omnichannel experience to your customers.
Use data to inform the customer experience
We live in a world of big data. Having a creative marketing campaign is no longer enough — retailers need to personalize their marketing efforts to appeal to each individual consumer. Big data is essential to customizing a retail strategy: information like how long a customer stays in a store, or which items they view on your e-commerce site can help you to market your products more effectively.
Consider hiring an Omnichannel Analytics Officer who can read data from various channels and use it to create customized interactions with consumers. For instance, if a group of consumers tends to search for a certain mobile phone via a wireless retailer’s desktop site, an Omnichannel Analytics Officer could read this data and develop an email coupon to boost sales of that model. Likewise, if some customers tend to complete more purchases on their phones in the evening hours, an Omnichannel Analytics Officer could develop a campaign to send SMS promotions to these consumers after 6pm.
For example, an Omnichannel Analytics Officer could help read the data gathered by your cell phone store POS system and use it to target groups or individual consumers. When hiring, be sure to ask how your candidate draws conclusions from multiple data sources across different channels. How can these different data points help to improve customized marketing efforts?
Towards better omnichannel solutions
Your hiring strategy can’t afford to ignore omnichannel marketing. Set yourself up to win with the people and products needed to succeed in the industry. When your staff fully understands the need for omnichannel marketing — as well as how their individual efforts relate to your larger integrated strategies — your business will benefit from more seamless operations and a stronger brand experience.
Learn more about how iQmetrix can help empower your staff to think from an omnichannel perspective.
Photos: Shutterstock / LStockStudio, Shutterstock / Dean Drobot, Shutterstock / LStockStudio