REVIEW ‘Omni-channel:


Just another buzzword, or something to get your marketing buzzing?’


Added to the repertoire of marketing lingo in 2010, it seems that ‘omni-channel


marketing’, or ‘omni-channel retailing’ has become something of the holy grail for any retail business that wants to win over today’s technology-savvy consumers. Emma Louise Smith, Director of Moxie Business Marketing, shared her insights.


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to shop… all complete with a personalised shopping experience. Beginning her discussion on stage with ERT Editor, Jack Cheeseman,


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Ms Smith said that a typical omni-channel shopper will skip through multiple retailer touchpoints before committing to purchase. These could be apps, websites, in-store digital tools (such as interactive catalogues), or comparison tools. “Online has rapidly become the default for purchasing, researching,


educating and as a social resource for many. But what are today’s consumers looking for from a retailer’s website and social media channels,” she asked. “Post-pandemic consumers have a preference for trusted brands, and


a passion for supporting and shopping with local businesses. Just like a physical store location, online shoppers are looking for sites that are aesthetically-pleasing and easy to navigate, as well as intuitive so they can display product options quickly, and offer a simple check out process. From here, the customer will expect regular updates about their purchase, if they made one.” Ms Smith added: “In addition, social media channels should seek to


keep their customers engaged post-purchase; this could be through sharing useful tips, pointing out key features, and inviting them to participate in competitions and any local community activities.”


‘Design is the silent ambassador of your brand’ Ms Smith went on to provide three key points. 1 – Invest in your identity: Whether you call it your Point of difference, Unique Selling Point or Unique Perceived Benefit, it all boils down to one thing – your brand identity, she said. Be bold, be proud and make sure your customers recognise everything your brand embodies. 2 – Address customers’ pain points: What will your product do to enrich someone’s life? 3 – Demonstrate transparency: Your ‘trustworthiness’ as a brand is paramount to your customer. Responding to all feedback is critical, both positive and negative, and find ways to shout about how your business treats its staff. Mr Cheeseman asked for any tips for a


high-flying home page, and Ms Smith responded: “Include a clear Unique Value Proposition


Emma Louise Smith in Q&A with ERT Editor, Jack Cheeseman


and a clear call to action. Remember it’s a journey and you want shoppers to take action! Add an option to chat now. And how clever is your website? If they found you because of ‘washing machines’ are you presenting them with washing machines they might like?” And to get traffic flying to these websites, Ms Smith referred to the


#DearLocal campaign with Anthony Joshua. This was part of Marketing Director at Google, Nishma Robb’s, pledge to save one million businesses in December 2020.


‘Online search favours local companies’ Further tips from Ms Smith during her discussion included… • Complete your Google My Business profile and hire a local videographer to capture a 360-degree view of your showroom.


• Study your Search Engine Ranking Position and make sure all your information is accurate. Use tools such as Moz Local to check directory listings about your business. A slight difference in the way your address or contact number is written can send a flag to Google that may affect your ranking position in search results. • Help people to find you by using certain key words within your website that are discoverable through search engines.


“Retailers can offer seamless online and offline


customer experiences,” Ms Smith concluded. “They can link online shopping experiences back to their bricks and mortar stores, enjoy increases in sales and traffic, boosted customer loyalty, and better data collection opportunities; this will allow them to offer those highly personalised shopping experiences that


consumers are after nowadays.”


o reach the gold standard of success in today’s highly competitive retail market, Ms Smith believes that businesses must ensure they provide a consistently seamless, fully integrated user experience across any device or location that a customer wishes


March 2022 ertonline.co.uk


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