Offer management is becoming increasingly important in a cross-channel marketing strategy. It’s not so much about promotions but, more in general, about offering the right content to the right person at the right time.
When looking at offers and promotions, specifically, clearly the increasing personalization options that are available in a tightly integrated and cross-channel marketing approach, such as made possible with Selligent Interactive Marketing, provide ever more opportunities.
Furthermore, all channels have their cost so wouldn’t it be smart to work with dynamic models? In generally it certainly is, at least when you have a single customer view. There are ample possible event-driven and triggered scenarios – both inbound and outbound – where segmentation, personalization, behavioral profiling and CRM integration, allow for dynamic promotions and actions.
However, online retailers should proceed with care and make sure they have a balanced strategy. Especially when it comes down to pricing practices.
A report from ForeSEE Results showed that people are becoming very aware and sensitive to dynamic pricing practices of some retailers. Not surprisingly they are not always very thrilled about it.
Optimizing cross-channel experiences
Consumers have an expectation that prices online will be less expensive because they often assume your overhead is lower. They also assume that shopping at your site will be less of a hassle, and products will be easier to find.
The new connected and multi-channel consumer shops expects a fair treatment, taking into account a ‘quid pro quo’. A consistent brand and shopping experience is important but does not mean you can’t engage in specific offers that depend on various parameters. It just needs to be consistent, clear and balanced.
When tracking anything regarding online customers, use that data to provide them with relevant information and products on the channel they prefer when they want it, with a focus on optimizing the experience and building a smart loyalty and dynamic offer flow, that does not disgruntle existing customers. Cross-channel marketing strategies by definition are about relevancy through personalization and a more personal approach.
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.
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.