Conversion through consistency: making the buying journey worthwhile

 
 

Every customer has a buying journey. So far, nothing new. In a fragmented world where the proliferation of channels is huge and customers jump channels frequently, businesses focus on increasing conversions through a consistent cross-channel approach.

Optimizing all contact moments is the path to marketing results and it requires an integrated view with the customer in the middle. The customer journey is a matter of both online and offline touch points and influences.

Offering a consistent customer experience is key.

Retail giants understand that the experience is every bit as important as the price point. Their stores are destinations, which provide an experience above and beyond just finding the right fishing pole or camping gear. These super stores are filled with features such as aquariums and activities aimed at the family designed to enrich the shopping experience. For many consumers, going to one of these stores is almost the same as a trip to the zoo.

The journey increasingly takes place in a virtual environment if that environment is structured in such a way as to be a positive one.

So, what makes a journey positive to people in a digital world?

Convenience and control

Allowing the consumer to choose his or her time and channel to start, continue or end their journey. Marketers no longer control when and where the interactions between brands and people will take place.

That control now lies with the consumer, and brands must be accessible when and where the consumer chooses to interact. The web, mobile and social are all territories (along with traditional channels) which a consumer may traverse in their journey, and brands must be prepared to share the road the consumer chooses to take. Welcome in a cross-channel marketing and commerce reality.

Education and not only salesmanship

Consumers no longer want to be told what to think, and they are alienated by brands, which insist on regarding them as ignorant or naïve. What they want are good answers to valid questions, and they want them when they ask them.

Just as some stores add value to a real-life  shopping experience, online retailers can add value to their customer’s experience by providing them with information, which enhances their brand experience and life in general. Don’t tell me what your product does! Tell me what I can do with it! Better yet, show me!

To be able to realize this, knowing the customer is essential. But it is not enough: on top of connecting interactive marketing lists and customer databases, such as CRM, profiling and personalization are key to offer a consistent experience and provide relevancy across the journey.

Walk with me

Social, the web and mobile offer brands the opportunity to accompany consumers in their buying journey. Having the right mix of active consumer-centric corporate culture and an effective cross-channel interactive marketing solution, such as Selligent Interactive Marketing, which facilitates a positive consumer journey will lead to results both, you and your customers will be happy with.

Today’s customer wants a companion on the journey who they trust is there to help them in their quest and not one who limits the paths they may choose.

Marketers must begin to think as companions on the journey and have a strategy and solution in place so they are there when expected to be by the consumer.

Regardless of the path (channel) the prospect is on, the touch points must be there so whenever a customer reaches out, your hand is there for the grasping.


Do you want to engage the multi-channel consumer?

Today’s customer is cross-channel and he/she is at the centre of sales and marketing.

Communication channels depend on the consumer and marketing is about engaging the cross-channel customer and prospect throughout integrated dialogues that are driven by his/her buying journey, preferences, triggers, signals and behaviour.

Discover why your business should move to an integrated marketing approach step by step and how.

Download our white paper "Moving towards integrated interactive marketing".  

 

Discover Selligent’s integrated interactive marketing and conversion marketing solutions, offering you marketing automation features, integration with CRM and advanced reporting or contact us for more information.