How do you test and experiment with different omnichannel merchandising tactics and learn from the results?

1 Define your goals and metrics

Before you start testing and experimenting with different omnichannel merchandising tactics, it's important to define your goals and metrics. What are you trying to achieve with your omnichannel strategy? How will you measure your success? Common goals and metrics for omnichannel merchandising include customer satisfaction, customer loyalty, and customer acquisition. To measure customer satisfaction, you can use surveys, feedback forms, ratings, reviews, and net promoter score (NPS). To measure customer loyalty, you can use repeat purchase rate, customer lifetime value (CLV), and loyalty programs. To measure customer acquisition, you can use traffic, conversion rate, cost per acquisition (CPA), and customer acquisition cost (CAC).

2 Choose your channels and tactics

Once you have your goals and metrics in place, you need to choose your channels and tactics. Consider which channels your customers use and prefer, and how you can leverage them to create a seamless and consistent shopping experience. Common channels and tactics for omnichannel merchandising include online personalization, recommendations, cross-selling, upselling, dynamic pricing, content marketing, responsive design, mobile apps, push notifications, QR codes, geolocation, social proof, user-generated content, influencer marketing, social commerce, live streaming, click-and-collect, BOPIS (buy online pick up in store), curbside pickup, in-store kiosks, digital signage and augmented reality (AR). These can help you reach your customers anytime and anywhere by building trust and loyalty with them.

3 Test and experiment

Testing and experimenting with your channels and tactics is essential to determine which ones work best for your brand and audience and how to optimize them for better results. A/B testing is the process of comparing two versions of a channel or tactic to measure their impact on your metrics. Multivariate testing is the process of comparing multiple variations of a channel or tactic to measure their impact on your metrics. Split testing is the process of dividing your audience into two or more groups and exposing them to different channels or tactics to measure their impact on your metrics.

4 Learn from the results

The final step is to learn from the results of your testing and experimentation. To analyze and interpret the data, and apply the insights and feedback to improve your omnichannel merchandising strategy, you can use analytics tools such as Google Analytics, Facebook Analytics, or Shopify Analytics to track and monitor your metrics across different channels and tactics. Additionally, you can use dashboards like Google Data Studio, Tableau, or Klipfolio to visualize and summarize the data. Finally, reports like those created with Google Docs, PowerPoint, or Canva can be used to communicate and present the data from your testing and experimentation, highlighting findings, insights, and recommendations.

5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?