Most SMEs nowadays operate both online and in the physical world. To cater to customer experience, companies have to provide sources digitally and physically to do business here and right now. Like customers, SMEs choose what they do in each channel, with varying effect, mainly determined by answers to questions such as;
O2O - online-to-offline marketing means strategies that aim to move the customer from online into a brick-and-mortar store, and vice versa. The key thing is to provide customer with the product and service at the right place at the right time for them to put an action on it, whilst providing an enhanced and consistent experience through their buying journey.
Your own unique experience
Today's customers operate in a multichannel environment which SMEs have to respond to such challenges. To succeed today, SMEs need to meet the customer exactly at the right point in time in a way that feels natural to the customer for him/her to engage with the SME. This means that the quality, tactics, campaigns, content involved must stay consistent at all times across all channels.
If your online resource is inefficient or not user-friendly, it doesn't help potential customer when making a decision whether to buy online or in-store. If your APP doesn't capture the user in a way that resonates with them, or doesn't have the features and functions to engage or convert the customer in a natural way, chances are the customer will just drop out, until the next time the customer chances upon another channel deployed by the SME.
So doing all channels well and adequately and connecting them to each other goes a long way towards providing a seamless experience for the customer.
Therefore, after each contact point, SMEs should ensure the customer experience can move on the next phase of their buying journey in a natural, uninterrupted and seamless direction. The key is always the next step. SMEs can ask themselves;
Motivate the customer to leave their contact information and let automated message chains to direct them towards the first purchase. Is a visitor enjoying an event – urge them to follow you on social media, contact you directly, ask for feedback and direct towards buying process slowly but surely.
10 Tips to move between online and offline
There are many ways to capture customers online and moving them offline;
Regardless offline or online - Customers contact details are paramount
Regardless of which channels are deployed, the key is to extract customer's details and have them leave their contact information. Some ways to have customers' leave their details are;
Today's technology now allows companies to acquire customers broadly, cheaply and rapidly.
There are 2 reasons why its important to move the customer online - after they have made their purchase.
Offer Product and Service Reviews
According to a 2015 survey, more than 90% of consumers use their smartphones while shopping in retail stores, while more than 50% of consumers use their devices to search for product information and reviews. Some of the things that physical stores can do include;
Customers experiences today comprises of many multifaceted paths that evolve so differently against one another, so its not even easy to manage them concurrently at the same time, let alone providing an effective experience that resonates.
However today's technology allows many of these work to be automated, tracked and analysed so that experiences and results can be improved, driven by data from real customer insights and behaviour.
Identifying the customer persona and online identity is one of the first steps before customer journey design and development can begin. Machine learning and AI now even allows for this journey to be personalised for each customer.