Fundamentals of Omnichannel and Cross Channel Sales Optimization

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Consumer behavior has undergone a significant transformation in recent decades, driven mainly by technological advances , cultural changes and the evolution of the global economy. Now, brands are faced with a more informed, more demanding, socially and environmentally committed and responsible consumer , who is aware of their power in the purchasing process. In addition, this is a buyer who moves indiscriminately between the physical and digital channels until they make the purchase decision and acquire the product or service. These new purchasing habits have had an impact on business models focused on increasing sales at a lower cost, so that the transaction is profitable for the buyer, which is why brands are focused on finding business models based on the optimization of omnichannel and cross-channel sales .



Advantages of omnichannel sales

The omnichannel approach basically seeks to provide buyers benin whatsapp lead with a unified brand experience , without friction points, regardless of the channel they use. The customer may be shopping online from a laptop or a mobile phone, but also in a physical store , so the objective of the brands is to ensure that their experience is uniform, fluid and generates a memorable experience .



The advantages of omnichannel sales are numerous. I would highlight the fact that it allows you to get to know your customers better and, therefore, better personalize the experience with your brand . Thanks to this business model, we can obtain valuable information about the consumer throughout the purchasing process , better dynamize our sales strategies and, finally, achieve a high impact of loyalty that enables future repurchases.



Strategic factors of Omnichannel Sales

For sales channels to truly function as an omnichannel asset for the company, there must necessarily be a well-defined commercial strategy behind them that integrates several factors, such as:



1.- Monitor the customer's purchasing profile : we must understand the categories of your business and how the consumer interacts with the products and services before making a purchase, that is, know and consider the different paths that will be taken in all existing channels until making the purchase.



2.- Identify friction points: detect the factors that prevent a remarkable customer experience and act immediately to reverse them.



3.- Technological leverage : it is important to use a customer data platform (CDP-DMP) in which the contact points and interactions of the customers themselves with the brand are stored for subsequent actions of customization of the interactions or development of personalized offers .



4.- Delivery logistics and reverse logistics : both the logistics of delivering a product and the reverse or return logistics must be aligned with the customer's expectations . Therefore, we must pay attention to and carefully and uniformly design the process of returning the goods from the buyer to the distribution center.



5.- Obtain actionable information : we must constantly monitor the operation of the commercial network in a 360 degree to detect friction points or problems that may be impacting the customer 's customer experience , in addition to acting accordingly and immediately. Within this monitoring , information from different sources must be crossed: consumers , brands, specific products and services, sales channels involved in the process, means by which the product or service has been known, competition, messages used, etc. finding correlations and building work models that allow us to learn and improve the current commercial strategy .



Effective strategies



After reflecting on the fundamentals of omnichannel and cross-channel sales optimization , it is convenient to delve into the most recommended strategies to implement to guarantee effective sales in physical and digital sales channels .



1.- Do not close the action: that is, maintain the relationship with the buyer . We must always invite the consumer to a next interaction, even if they have made the purchase, with strategies that move from the physical sales channel to the digital one and vice versa.



2.- Classify to personalize attention. Defining and identifying each consumer , and measuring their relationship with our product or service, will allow us to reach them with messages and strategies customized to their condition.



3.- Adequate lead management . It is significant that 25% of the leads that come through a website are of quality. Databases are increasingly scarce due to restrictions such as data protection policies or black lists, however, lead generation is essential to increase the top of the sales funnel . Therefore, if our company carries out inbound marketing techniques ( lead scoring , lead nurturing , etc.), we will improve our relationship with leads who are not yet decided to buy. In addition, it is highly recommended to bet on the re-segmentation of databases to, for example, offer new products and/or offers from other brands in sectors that are interrelated, such as the financial sector and TELCO.



4.- Enriched shopping experience : thanks to a good execution of the three previous points, we will be able to develop the most effective commercial actions , ensuring contact with the brand that the consumer keeps in his mind and makes him demand more in the near future.



The market in general, and the new consumer in particular, are demanding an accelerated change in commercial strategies , with cross-selling between physical and digital channels being the point on which the great competitive advantage lies. Given this paradigm, it is essential to have the most efficient sales teams , which can be supported with the most cutting-edge technology to interpret the data, accompany the process in the sales funnel and enrich the purchasing experience . And that is, without a doubt, the mix for success.