Omnichannel marketing is a bit of a buzz-term. You’ve heard the phrase before, but you’re not entirely sure what it means… And when you Google it, the internet doesn’t seem to be very sure about it either. Let’s clear it up.
Omnichannel marketing is – essentially – personalized marketing. Instead of pushing the same marketing message to all of your customers on different channels like email, social media, or your website, you personalize each marketing message based on your customer’s actions.
For example, you may send emails that link to customized web pages based on past click-through, instead of blasting everyone on your list with the same broadcast. Or you can text discounts that give your customers unique options based on geotagging. Omnichannel marketing lets you completely customize your clients’ digital experience.
But what if your omnichannel marketing strategy could do even more? What if you could reach your clients in the real world and tie their entire customer experience together? Incorporating digital signage into your strategy can help make your physical marketing as personal as your digital marketing.
To help you get started, we’ve put together a handy list of three ways to easily incorporate digital signage into your omnichannel marketing strategy to create a superior customer experience.
1. Find your way to more customers with interactive wayfinding
One of the best ways to incorporate digital signs into your omnichannel marketing strategy is to build on what you already have. Many businesses already use digital signage in malls and department stores for wayfinding and customer support.
Instead of offering the same information to everyone using your screen, you can customize each person’s experience. For example, you can use wayfinding to engage clients with your brand by creating digital scavenger hunts and then ask them to identify themselves – by signing in or scanning a QR code – to claim a discount or a custom reward at the end. By keeping track of customer achievements and following up with email or text, you can create a custom marketing experience unique to each person.
2. Reward customers when they enroll in your program
Using digital signage is one of the easiest ways to enroll customers in your digital rewards program. American retail giant Target uses this method of enrollment perfectly at every kiosk and point of sale. Target maintains its own rewards card program in the USA, prompting consumers to swipe their loyalty cards before making a purchase. Target also asks customers to sign in when using digital signs to check on a product’s availability in store: If you haven’t enrolled in the program, you’ll be asked to join.
You don’t have to be Target’s size to use this technique. The key to Target’s success is offering something tangible in exchange for personal data. You can do the same. Simply offer your customers a discount, reward, or even access to exclusive content or event in exchange for their information.
Once people join your loyalty program, give them a clear reason to keep using it. Starbucks does this by giving customers stars every time they buy something. These stars can then be used to get freebies like a coffee or a sandwich. From a marketing perspective, this lets you collect data about purchase habits so you can make better offers.
The key to using digital signage for enrollment in your omnichannel marketing strategy is to make sure your customers feel rewarded for participating. Consumers are more guarded than ever about giving third parties access to their personal information like phone numbers and email.
3. Create marketing moments that make your customers feel special (instead of annoyed)
Using digital signage lets you add a personal touch to otherwise impersonal transactions. Customers expect you to remember their purchase history when shopping online. That’s why Amazon has an entire section of account settings dedicated to it. Doing this is even more potent in a public space.
Digital signs can help you show the impact you are making on your customer’s community through commerce or charitable work. You can use your digital screens to remind customers why they love doing business with you by letting them know how many people they’ve helped by buying from you. You can also show off team members that have helped your clients make smart purchases in the past. This will drive a sense of belonging in clients by engaging them with the team you’ve put together.
You can also use digital signs to point out extended warranties and service options for current products or accessories. This makes it easier to avoid client relationship missteps. The possibilities are almost limitless.
The key to good omnichannel marketing is to make customers feel like they are part of your brand and that their input matters. Customers want to feel special when they do business with you. They want an experience that’s unique to them without feeling creepy or forced. By tracking the right things, you can help people find what they need and save them valuable time. When done right, this will ultimately drive loyalty to your business.
What to do next
Digital signage should be the lynchpin to a strategy that drives clients to your business, rewards your clients for their participation, and deepens your engagement with casual shoppers. The key to making the most out of this technology is to make sure your strategy is compatible with digital screens.