How to Utilize an Effective Omni Channel Strategy

Great consumer experience seamless pattern is one of the reasons why marketing activities omnichannel is currently very relevant. Process omnichannel starting from product advertising offers, the process of finding customer information in channel online and offline, and ultimately the customer's decision to buy.

Scheme online-to-offline (O2O) has now been widely applied to marketplaces, e-commerce services, or adtech startups. Knowing correctly how the consumer journey from getting information to getting the desired product is an important process.

Understand how it works omnichannel

In its definition, omnichannel can be interpreted as a process or customer experience that can use more than one channel sales such as physical stores, e-commerce/internet, mobile (m-commerce), social commerce, and others for research, purchase, obtain, and return or exchange purchased items. This activity is increasingly being carried out nowadays, when internet and smartphone penetration is increasing, coupled with the proliferation of e-commerce services that provide these options.

According to AVP O2O Business Bukalapak Rahmat Danu Andika, marketing omnichannel An effective product must be able to understand consumer social behavior and respond to needs appropriately.

"Amount channel used not necessarily make a strategy omnichannel effective. On the contrary, when convenience is often the key to success, even though channel limited use."

Creating an effective and consistent customer experience is more important than giving customers multiple choices. the process that seamless pattern from the beginning to the transaction must always be considered.

"No less important is how the integration is also accompanied by a very smooth process (seamless pattern). Instead of being integrated, it makes it more complicated," said Rahmat.

SociaBuzz CEO & Co-Founder Rade Tampubolon said the same thing. He said it was necessary to create iintegrated & seamless customer experience. Therefore, the most important thing is an in-depth understanding of the target consumer first. What is their behavior, expectations and so on. Then after that build a marketing strategy that integrated on the foundation of consumer understanding.

"Omnichannel doesn't mean we have to use all channel marketing. However menggunakan channel relevant to consumer journeys. experience what consumers get must be the same, starting from looks, feels, tonality, promises, convenience, said Rade.

Rade added, if the business has limited resources, it is not mandatory to run all of them. Focus one channel but with proper execution.

"For example, many online shops currently focus on only using endorsement from artists and celebrities only, do not use channel On the other hand, the turnover can be extraordinary. Understanding the customer is key, and both focus but all out."

On the other hand, the key to ideal omni-channel marketing is accessibility. This, according to Pomona Benz CEO Budiman, requires the omni channel platform to be more creative to continue to develop entry point and where the consumer is.

"As of now, Pomona opens access to be accessible from the app, Mobile browserand desktop browsers. So consumers who want to get cashback no longer have to have the app. Can also be accessed from Mobile browser direct."

Scheme online to offline The ideal

Although currently the online side dominates marketing, sales, and payment activities, in the end the online side will not replace offline. All marketing activities will give good results if they can combine the convenience offered online with the process direct offered offline. This merger is also known as webrooming (online) and showrooming (offline).

Menurut Marketers, both scenarios are buying scenarios in the digital era in general. Both signify that customerpath In today's era, consumers can't be separated from offline and online channels, consumers move from one channel to another, both online and offline.

"Online to offline will combine the offline shopping experience with the convenience that technology brings. So, yes, online to offline will be very relevant to the needs of today's consumers," said Rahmat.

Marketers should not focus too much on channel to be offered to customers. Approach it in a different way and put forward demand from consumers.

"The O2O scheme becomes very relevant when consumers have seen [products in offline stores], already know what the product is like, what the ingredients are, but there is no decision to buy. Consumers can make purchases through online [segments] if they are reluctant to return to the store," said Head of Business Alfacart Viendra Primadia.

"As a marketer, category channel (offline/online) in my opinion does not need to be the main focus. Our eyes must remain on the consumer, not on the channel. Because if you focus on channel, and not to consumers, we can lose our way," said Rade.

Rade continued, channel will definitely continue to change. Continue to approach consumers, find out what their behavior and expectations are like. Has it changed, channel what they like, then adjust the marketing strategy.

The right way to measure marketing omnichannel

It is undeniable that one of the keys to the success of marketing activities is to implement a strategy omnichannel. However, the way to measure these results must be adjusted to the objectives of the marketing activities carried out, whether to increase sales, brand awareness, user acquisition, and more.

"As long as each business has determined north star metric them, the next thing that can be done, it's just a matter of measuring what marketing is effective to improve metric that," said Rade.

In this case, according to Benz, measurability and accessibility become a measure of success that allows whatever marketing is done to be more measurable and can be correlated with the ROI of each company. If the stage is still building a brand, awareness is metric being worked on.

"Accessibility is also the main concentration of marketing strategy omnichannel. The more we make it easier for consumers to access and use our products, therein lies the true definition of technology omnichannel which makes human life easier.

Meanwhile, according to Rahmat, when marketing activities have been widely adopted by the community, it can also be a measure of the success of marketing activities utilizing omnichannel.

"Simply put, the growth of digitalized transactions shows the convenience that marketing brings omnichannel has been adopted by more people who feel the convenience and good experience," said Rahmat.

The same thing was also expressed by Viendra who said that success can be seen from consumer satisfaction in obtaining products experience both online and offline and as a business of course this is reflected in the increase in sales volume,

"With omnichannel, which is not fulfilled offline can be done online, and vice versa. This is able to reduce the rate of booking cancellations," concluded Viendra.