Como você pode otimizar sua integração de loja online e offline com dados?

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.

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!

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.

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.