Going omnichannel
Today’s customers are expecting to be able to engage with you on whatever channel they want, whenever they want. If that wasn’t difficult enough, they expect you to remember who they are and personalize their buying experience accordingly. And if you don’t do it, you can bet your competitors already are or are currently working on it.
This is where omnichannel personalization comes in. Omnichannel personalization is the art of developing a consistent and continuous personalized experience that encompasses all digital channels and touchpoints. This includes website content, mobile content, social media, email, smart speakers, wearable technology, digital signage, and other Internet of Things (IoT) devices. The goal is not just to enable the end-user to access your brand through various touchpoints, but to empower them to switch between any touchpoint at any stage in their journey without a hiccup—and without a break in personalization.
This strategy has the ability to collect information across the channels, amalgamate this information under a single unique ID that is associated with the user, and then it utilizes this information to deploy the most relevant and contextual experience to the end-user, no matter where the interaction is taking place.
When you consider that 64% of consumers are willing to pay for seamless customer experiences, the value of omnichannel personalization becomes clear.