Opinion column: Omnichannel and CRO: A natural synergy?

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Omnichannel has become a major issue for brands seeking to optimize their customer experience. In a previous edition, we talked about the topics of team organization, which is also strategic in the implementation of an effective omnichannel strategy that can improve user experience and conversion.

But what does omnichannel mean?

Omnichannel refers to an approach that enables customers to interact with a brand across multiple communication channels and touchpoints, while benefiting from a consistent experience.

Imagine you walk into a store looking for a jacket. When you can't find your size or the ideal model on the shelves, you go to an interactive terminal. Using your online browsing history, the terminal instantly makes relevant recommendations based on your previous searches. You'll discover similar models, available in stock or to order.

With just a few clicks, you can finalize your purchase directly from the kiosk and choose express home delivery. This seamless integration of digital, physical store and real-time personalization perfectly embodies the essence of modern omnichannel commerce.

On paper, it looks great!
In reality, it's a little more complicated to set up...

This means connecting different channels (web, physical stores, mobile applications, kiosks, etc.) and teams to improve the overall experience and therefore performance.

Why is the CRO team relevant to leading omnichannel experience initiatives?

The CRO team is a key asset for cross-channel strategy, thanks to its ability to analyze customer journeys and audiences in depth. Its culture of test & learn and experimentation enables it to rapidly deploy new experiences, measure their impact and adjust them on an ongoing basis. Last but not least, her mastery of cross-channel personalization tools (Insider, Monetate, Bloomreach, Dynamic Yield...), which she has used mainly for A/B testing, enables her to centralize and harmonize the user experience across all contact points, ensuring a fluid, high-performance omnichannel approach.

What are the prerequisites for launching an omnichannel strategy as a CRO?

Implementing an effective omnichannel strategy takes time, experimentation and a progressive approach.

Here are the basics to ensure impact:

1 - Align the organization

• Break down silos between teams (marketing, retail, customer service, product, data) for a unified vision.
• Evangelize omnichannel issues and personalization tools to teams to ensure smooth adoption.

2 - Know your customers

• Analyze buying behaviors and pathways to understand where and how they interact with the brand.
• Identify key channels and friction points to optimize the user experience.

3 - Unify and activate data

• Centralize all customer information (purchase history, preferences, interactions) for a 360° view.
• Leverage a cross-channel personalization platform (CDP, A/B testing, Automation) to connect data and personalize every interaction in real time.

4 - Design and test impactful use cases

• Deploy essential automations such asshopping cart abandonment, post-visit reminders and the personalization of product recommendations between the site and e-mails.
• Experiment with innovative approaches such as next best product predictions via WhatsApp, augmented in-store experiences via personalized kiosks.

5 - Orchestrating interactions for a seamless experience

• Synchronize channels to ensure a seamless transition between digital and physical (website, app, store, customer service...).
• Automate customer journeys by triggering personalized actions at the right time (intelligent reminders, targeted notifications, contextual messages, etc.).

Of course, we need to centralize data, and one of the crucial points I often repeat is to find ways of getting teams to talk to each other.

Here too, organization is a key factor in facilitating exchanges between the different teams and moving in the same direction!

All this work has a real impact, and brands that invest in these issues reap key benefits:

An optimized experience = More satisfied customers
Fluidity, consistency and simplicity improve satisfaction and loyalty.

More touchpoints = More data = More personalization
Every interaction enriches customer knowledge, enabling more precise and engaging recommendations.

A 360° vision = Boosted conversion and better retention
A global understanding of the customer makes it possible to optimize every stage of the customer journey and maximize loyalty.

Why is this a real challenge for brands?
Implementing a successful omnichannel strategy is no easy task. It takes time, and it's important to move forward step by step. Overall, here are the main challenges we have identified:

• Data silos: by gathering all personalization data in one place
• Technical complexity and tools: It can be complicated to implement, and you need the right tools to do it. Brands' existing technology stack doesn't always allow them to implement an effective strategy.
• The ability to orchestrate the experience relies on strategic mastery and operational flexibility. It's about having enough scope to effectively coordinate interactions between channels and generate value for the customer.
• Change management: Teams need to be ready to embrace a new, collaborative culture!
• Data protection: With increased data collection comes the responsibility to respect customer privacy and comply with applicable regulations.

Conclusion:

Omnichannelity is not just an additional asset, it has become indispensable for any company wishing to maximize its conversion impact. By integrating this approach into your CRO strategy, you can not only improve your conversion rates, but also create a unique customer experience that builds long-term loyalty.

We'll talk anytime 😇

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