13 Mar Coronavirus outbreak and omnichannel personalization
According to data from McKinsey, companies that manage to personalize the customer experience across physical and digital channels can achieve a 5 to 15% revenue increase. In the current moment of coronavirus outbreak, many consumers around the world are stuck at home, browsing online stores. Since January, virtual shopping became a full-blown trend, especially in China. Recently, the Mixc in Shanghai launched a virtual reality channel that allows consumers to browse many of the mall’s stores and products.
In the meantime, some malls are introducing new technologies to help them prepare for the omnichannel future. The founder of Chatail, Xuan Zheng, suggested two solutions under development that could convert brand traffic offline to online. The first one is to build an Instagram-like social shopping feed. Sellers can post their products, consumers can leave comments and click to buy.
The second one is livestreaming WeChat Mini Program in partnership with Tencent Cloud that allows consumers to video chat with sales associates. Sellers show products available in store. Consumers can screenshot items and purchase them anytime during the video call.
However, despite this growing migration of consumers from offline to online, many brands identify some reasons to stop them from working on it.
How to avoid shopping’s boundaries and get the right omnichannel personalization?
- Define the omnichannel personalization strategy
You must have a clear understanding of the entire customer journey, from generating awareness (pre-visit) to conversion during the browsing (visit) and engaging (post-visit). Then you can identify the desired business outcomes at each step of the journey.
- Address five digital touch points to help enable personalized experiences in the physical environment
To achieve omnichannel personalization, it is necessary to connect digital and physical footprints. Such as mobile app, digital displays, interactive screens, call center associates and point of sale.
- Use an omnichannel decision mechanism to provide experiences and measure performance
To quickly identify the next action to be taken with each customer, you need a decision mechanism using artificial intelligence. As the decision engine absorbs and adapts to data on customer behavior, its business logic improves. Therefore, the mechanism becomes more successful in delivering what customers want.