Technology is continuously affecting consumer behavior. Consequently, the marketing departments of retailers are challenged to modify their outreach to keep up with their consumers; thus, they have intelligently adapted a 24/7 mentality.
Using the collaborative tools of Web 2.0, they are able to monitor the trends of their respective markets to better connect with their customers. The result, if implemented correctly, is all about targeting relevant consumer touch points. The new catchphrase for this process is better known as omnichannel marketing. Here are four critical factors for implementing successful omnichannel marketing movements:
Listening: Customer centricity is the epicenter of omnichannel marketing. Carefully listening to the needs and knowledge of your customers is a prudent first step.
Channel Prioritization: Once a retailer has begun listening, the company should assess which channels will result in the greatest returns for the cost of entry.
Resources: Channel prioritization lets a retailer map out potential customer interactions and expectations. By doing so, the retailer can staff accordingly across all departments, which will coordinate all customer communications—everything from the initial promotional offer to handling a complaint about being out of stock on a sale item.
Data Points: Use available technology to monitor all the touch points in your customers’ journey. Data equals market/customer intelligence. Analyze and adapt!
Solid Strategies
Market leaders are clearly stealing their fair share of stomach from restaurateurs. True c-store operators are merchandising better fresh food offerings. However, it all starts with some clever marketing. Operators are challenged to get their customers from pump to store. For that reason, here are some examples of touch-point strategies that exemplify solid omnichannel marketing:
Mobile Applications: Back in January 2012, Rutter’s won the award for being recognized as having the top mobile app by the National Retail Federation (NRF). Features for its app include gas prices by location/grade, loyalty program, digital coupons, etc. The app also has a gamification element that lets customers win prizes via Cow Tap or Spin & Win games.
Social Media: Almost everyone in the channel is doing something in this space, especially on Facebook and Twitter. My kudos go out to QuikChek. Its content is not mechanical, as the majority of peer content is; it has personality. In addition to promotions, the company posts trivia about famous birthdays/anniversaries and engages in real time with customers via Twitter.
I am bullish about visual social media platforms such as Instagram and SnapChat. I predict they will be the new frontier in social media for all retail. Engagement on Instagram is 15 times greater than on Facebook (with average usage 257 minutes per month). Consequently, several operators—such as Sheetz, Wawa and QuikTrip—are experimenting with these platforms. The instantaneous element of SnapChat will be a great marketing tool for exclusive promotions.
Partnerships: Market leaders Amazon and 7-Eleven formed a strategic partnership, because both realized they can address the needs of their customers at one location. Their Amazon Lockers partnership is a smart collaborative marketing strategy that involves minimal technology. Get online, select a 7-Eleven, pick up your Amazon parcel, leave with a turkey sandwich and a Big Gulp!
12 Days of Success
Successful marketers understand they need to combine several omnichannel touch points to create an integrated marketing movement. One operator that orchestrated a great movement during the
2014 holiday season was Flash Foods. With the support of several major vendors, the company implemented a “12 Days of Christmas” sweepstakes.
Each operator received signage packages (pump signs, window banners and front door static clings) in late November that detailed the sweepstakes. Customers were prompted to participate each day online from Dec. 1 to Dec. 12 in various events (a designated entry opportunity) via the Flash Foods Facebook page to randomly win grand prizes (no purchase necessary). The prizes consisted of coolers, gift cards, Atlanta Falcon football paraphernalia, etc. Manufacturers also ran special promotions during the sweepstakes complete with floor displays.
In addition to experiencing robust sales during the promotion, Flash Foods’ online metrics (visits, shares, comments) spiked, and it also gained 477 new fans. The “12 Days of Christmas” demonstrates the value of combining several omnichannel touch points; it also validates the power of hybrid marketing, in which operators combine traditional marketing tactics such as pump signage and front-door static clings along with the collaborative tools of Facebook.
Omnichannel marketing is like putting together a giant jigsaw puzzle. Skillful marketers who practice it will reap the financial rewards.
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