CPG brands already know that consumer behavior has radically changed in the past few months. For Marketers and Brand Managers, 2020 has been a funny and stressful year. The uncertainty surrounding the shift in consumption patterns and category spend on a massive scale has all companies reimagining their distribution and supply chain management.
Consumers are looking for convenience, but brands need to make sure they're adapting and integrating their physical and digital channels to deliver the best customer experience out there. Today buying online or in a brick and mortar store should be seamless and integrated as possible. We have available systems and technology that allow us to step up a notch and harvest clients' information regardless of how they purchase CPG products.
To excel even through a tough economic outlook, brands need to deliver the best customer experience regardless of where consumers purchase their products. Marketers and Brand Managers will have to redesign and tailor their operations to align their vision and fulfill their goals. We will be talking about what it takes for brands to implement an omnichannel strategy successfully.
The difference between an omnichannel and a multichannel approach
Both are often confused with each other. They have some similarities, like the fact that they are both involved in selling through different physical and digital channels. When we say channels, we refer to social, e-comm, mobile, email, call centers, company or product website, printed ads, stores, and customers' feedback. However, they're not to be confused. In a nutshell, the most significant difference between them is how information and channels are integrated and connected.
A multichannel approach is often reduced to using a variety of channels to reach and communicating your consumer. Channels are separate and don't relate to one another. This approach focuses mainly on customer engagement and the increase of metrics like followers, likes, and shares. It’s also all about increasing the number of channels available to customers so they can choose which one they prefer. "Conversations" start and end in each channel; this can create friction because the different touchpoints are not sharing information.
An omnichannel approach is essentially a cross-channel customer-centric designed experience. You can start a "conversation" on any channel and continue it on another without having to start all over. This promotes that the customer's experience is effortless and easy.
However, it's not easy for brands to align ads, web, email, mobile, social, print, Alexa, and other virtual ladies, chat, call, Pos, and IoT. Taking away the friction lets the consumer choose and know that quality will be consistent; the former is due to increase a brand's loyalty.
Customers should start a conversation in one channel and escalate it to another, without having to start all over again. Closing loops and after purchase follow-up will enable shared content to flow across product families and different systems. It's important to introduce more touchpoints into the customer's experience and ensure your product's consistency once it's out of your environment. People on the front lines can give a consistent customer experience if brands integrate and relate their communications.
To execute an omnichannel strategy with precision, CPG brands must develop content and channels that support each other. There's this new term called "brick-and-click" that intends to portray the integration of channels to a whole new level. Companies will have to be equipped with technologies that support omnichannel marketing to stay relevant.
Leveraging data across platforms
Today frequent shopper data is a “must-have” for CPG brands. Personalization has hit a new high. Today with machine learning, Brand Managers can count on new super-human forms of marketing. Cross-functional collaboration has to consider consumer behavior, common barriers, supply chains, media, e-comm, etc.
Integration has to be a seamless mix of data coming from different sources. Data is everywhere you browse or shop on. It’s on Amazon, YouTube, Facebook, Instagram. Where at that point in history where Google Search Engine probably knows us better than we know ourselves. Geolocation also plays an essential role in harvesting data. Apps like Waze or Goggle maps can accurately map high traffic zones and frequency.
Brand Managers will have to merge online and in-store shopping experiences to know how and when and with which combinations consumers shop. In China, global CPG firm Unilever is partnering with Alibaba Cloud to develop next-generation digital marketing campaigns. Leveraging the power of data will enable brands to unveil consumer insights that are used correctly and result in truly interactive and engaging campaigns.
Supplying content and digital assets for an omnichannel approach
Being Omnichannel ready has its perks. Marketing budgets can be more accurate and directed to campaigns with higher conversion rates and return on investment. Having an omnichannel strategy in place makes data flow more efficient and available to involved parties.
CPG brands need to start thinking about Digital Asset Management because having a solid foundation gives you the flexibility to manage your content. Few Content Powerhouses have the capabilities to fulfill the need to continually feed all your social, e-comm, and physical outlets.
Many brands are already working towards an omnichannel approach; it's essential to integrate with other channels fully. It's no easy task, though, CPG brands will have to have ads that generate demand. Brands need sites that deliver information, Apps that offer services, design e-comm profiles to sell, develop efficient distribution channels, and ensure that contact centers are in place to respond to consumers' queries and complaints.
Having multiple channels on alignment can be challenging, but data interchange will lead to long-lasting relationships. Brands can empower employees by sharing their knowledge of the customers' journey. It will make everybody's job way easier.
Speed & omnichannel marketing: The dynamic duo
Brand Managers and marketers need reliable partners to rely on, especially when in charge of multiple channels' content outflow. Content is King, and it's not going anywhere. Social and e-comm outlets for CPG Brands should always be active. Some even go so far to post multiple times per day, which means somebody needs to be generating content at the speed of light to supply every platform.
Content Factory supplies daily assets for our clients’ social and e-comm platforms. The world is moving so fast that Brand Managers can’t be waiting around for weeks or even months to launch their campaigns. We deliver first-class content with 121’s signature speed. Launch when you want to and stop waiting around!
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Last Edited on May 25, 2018