How can you optimize your online and offline store integration with data?

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Online and offline store integration is the practice of creating a seamless and consistent customer experience across different channels, such as physical stores, websites, mobile apps, and social media. By integrating your online and offline stores with data, you can leverage the insights and opportunities that each channel offers, and enhance your sales performance, customer loyalty, and brand reputation. In this article, you will learn how to optimize your online and offline store integration with data in four steps.

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Sumeet Gupta

Category Head | Product Management | Ex-Flipkart| IIM Ahmedabad | BITS Pilani
Jason Bertrand

Marketing & E-commerce Executive with DTC Product Brands | Performance & Growth Marketing | Brand Visibility…
Kauser F.

CRM & Marketing Automation| Data Insights & Analytics | MarTech | Multi Channel Marketing

1 Identify your customer journey

The first step to optimize your online and offline store integration with data is to map out your customer journey, which is the process that your customers go through from awareness to purchase and beyond. You need to understand how your customers interact with your brand across different touchpoints, such as browsing, researching, comparing, buying, and reviewing. You also need to identify the pain points, preferences, and motivations of your customers at each stage, and how you can address them with your products and services.

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Jason Bertrand

Marketing & E-commerce Executive with DTC Product Brands | Performance & Growth Marketing | Brand Visibility Enhancement | Ecommerce Operations | Former Under Armour, Skullcandy, & Cariloha
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In identifying the customer journey, I've always found it important to first know who the ideal customer is. This will allow you to craft the proper journey on your website, in your off-site advertising, on Amazon, on social, etc. At the end of the day, sales are what we're all after, but don't focus so exclusively on sales metrics and ignore the softer metrics that are critical to the early stages of awareness and consideration. For example, collect email addresses, provide relevant education about your vertical, and be active on social. While all the social networks are moving towards opening shops to capture customers at the bottom of the funnel, social is still a critical channel for brand awareness and consumer research.

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2 Collect and analyze data

The second step to optimize your online and offline store integration with data is to collect and analyze data from various sources, such as your website analytics, point-of-sale systems, customer relationship management software, social media platforms, and feedback surveys. You need to use data to measure your key performance indicators, such as conversion rates, average order value, customer retention, and customer satisfaction. You also need to use data to segment your customers based on their behavior, demographics, and psychographics, and create personalized offers and recommendations for them.

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3 Implement omnichannel strategies

The third step to optimize your online and offline store integration with data is to implement omnichannel strategies. These are the actions taken to provide a consistent, seamless customer experience across different channels. For instance, you can offer click-and-collect or buy-online-pickup-in-store options to save customers time and shipping costs. You can also provide in-store tablets or kiosks, enabling customers to browse your online catalog, check product availability, compare prices, and place orders from your physical store. Additionally, QR codes or NFC tags can be used to allow customers to scan products with their smartphones and access more information, reviews, or discounts online. Finally, sending email or SMS reminders, confirmations, or follow-ups keeps customers informed and updated about their orders, deliveries, or returns. All of these strategies can help enhance convenience and choice for customers while increasing engagement and trust.

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Jason Bertrand

Marketing & E-commerce Executive with DTC Product Brands | Performance & Growth Marketing | Brand Visibility Enhancement | Ecommerce Operations | Former Under Armour, Skullcandy, & Cariloha
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When I was running the ecommerce revenue channel for a bed and bath products company, I launched three key omnichannel projects: One was a loyalty program that tied into our ERP and POS system to allow loyalty points to be transferable across online and in store. Two was an incentivized system for stores to gather customer email addresses and phone numbers. By bonusing the store employees based on the volume of leads they captured, we grew our house file by 97% in a single year. Thirdly was content contests. Since most of our retail stores were located in beautiful beach destinations, our store employees had access to amazing content! We ran contests to see who could provide the best imagery, video, etc. for use on our social channels!

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4 Monitor and optimize

The fourth step to optimize your online and offline store integration with data is to monitor and optimize your results, which means that you need to track and evaluate the effectiveness of your omnichannel strategies, and make adjustments as needed. You need to use data to identify the strengths and weaknesses of your online and offline store integration, and test different variations of your content, design, layout, offers, and messages. You also need to solicit feedback from your customers, and use it to improve your customer experience and satisfaction.

By following these four steps, you can optimize your online and offline store integration with data, and create a competitive advantage for your retail business. You can use data to understand your customers better, and provide them with a convenient, consistent, and personalized shopping experience across different channels.

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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?

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Sumeet Gupta

Category Head | Product Management | Ex-Flipkart| IIM Ahmedabad | BITS Pilani
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For omnichannel players, the policy on all channels needs to be consistent. Messaging: Nothing confuses customers more than mixed messaging. e.g. A premium brand offering deals to push its app downloads Policies: Return Policy on ecommerce platforms being more lenient than offline stores. Pricing: Differential pricing or inconsistent bank offers/coupons in online and offline channels. These mismatched policies can be really confusing for customers. In addition, the store staff should not feel that the company is prioritizing online channel over offline. It can be demotivating and affect performance.

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Kauser F.

CRM & Marketing Automation| Data Insights & Analytics | MarTech | Multi Channel Marketing
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Also, implement a system for identifying customers across online and offline channels, consistent branding with cross channel communication. Using analytics tool which can provide a holistic online and offline customer behavior.

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How can you optimize your online and offline store integration with data?

1

2

3

4

5

1 Identify your customer journey

2 Collect and analyze data

3 Implement omnichannel strategies

4 Monitor and optimize

5 Here’s what else to consider

Retail Sales

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How can you optimize your online and offline store integration with data?

1

2

3

4

5

1 Identify your customer journey

2 Collect and analyze data

3 Implement omnichannel strategies

4 Monitor and optimize

5 Here’s what else to consider

Retail Sales

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