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~ Trilogi ~

What does it mean to have an omnichannel (promotions, claims, product launches) on every channel.
e-commerce strategy? You can go even further and use all the information you
Customers come to you (whether in a brick-and-mortar have about your customers to create a personalisation
shop or an online store) because of something they’ve seen strategy.
or heard – on social media, a marketplace, from Google
or a friend’s recommendation. On average, European The importance of personalisation in e-commerce
consumers use two devices for their online shopping. The An ongoing ‘weakness’ of the e-commerce sector is how
most important thing is that they have a similar experience it deals with customers. It’s difficult to replicate the
across those devices and feel valued as a customer, which experience and direct contact that customers can have in a
leads to the need for an omnichannel approach. physical shop in an online store. That makes it all the more
important to know who your customers are and to offer
If the customer enjoys their experience regardless of the them a personalised experience. Data is fundamental to
channel they use to communicate with your business digital marketing and is also the key to personalisation.
(physical shop, social media or email, for example), that A difficulty encountered by many businesses is knowing
will generate trust, and you can have a long-lasting how to work with data and draw conclusions from it.
relationship that will be scalable in the future. Taking full advantage of data can be a huge plus for your
e-commerce store. Here are three key points to start
The first step for a good omnichannel strategy is to planning your strategy:
identify your customer. If you capture data in your store,
you can gather valuable information, like the products • Identify your target audience: Finding out who buys
a customer tends to buy, whether they just leave their from you is not always as straightforward as it
cart without buying, and how often they visit an online might appear. It is the cornerstone of developing a
store... which will allow you to sketch out an omnichannel personalisation strategy. The more you know about
customer journey. your customers, the more you can personalise their
experience.
Increase your
When you are clear about all the channels that a customer
can use to contact you, you can give a consistent message

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