Integration is the key.
Through this article we will tell you how “being integrated” links us to an omnichannel marketing approach, and why our Digital Signage platform is a fundamental tool for an omnichannel strategy.
But what does it mean to implement an omnichannel strategy?
The focus is on the customer journey: the "path" that the customer undertakes when he’s looking for a service or product to satisfy a specific need.
This path begins with the research for the good or service, it ends with the purchase. The relationship between a customer and a brand is born through the “touch-points” created by the company for him: they can be physical (for example the in-store experience) and online (such as social media and e-commerce). Here the omnichannel strategy comes into play: it consists in integrated management of all the touch-points, with the aim of building a stable and consistent relationship with the customer along the purchasing process (advertising, pre-sale, payment and post-sale), optimizing the experience with the brand.
For a company, adopting an omnichannel strategy means being reachable from all touch-points, transmitting a coordinated image of its identity through each of them.
The company functions most involved in this process are Marketing, Communication, Sales, Crm, Digital and Customer care. This coordinated and integrated management method distinguishes the omnichannel approach from the multichannel one: the second one “limits itself” to optimizing the management and performance of the single touchpoint.
Why is it important to adopt an omnichannel strategy?
Surely because you’ll transmit a more effective and coherent message about your identity. The result? Customers will feel more engaged in their journey and they will easily develop brand loyalty. The integration of all touch-points will certainly improve the quality of services and products it offers, optimizing costs and internal processes.
Being "Data driven"
For a company, adopting an omnichannel strategy means operating with a “data driven” approach, which is based on the collection, analysis and processing of customer data throughout the relationship process it establishes with them.
Examples of touch-points from which data can be collected are store, website, all the direct marketing channels (for instance social media) and company information systems (f.i. orders processing).
Technologies that support omnichannel
Technological progress allows stores to expand their range of action by involving online contact points in the in-store experience. The most classic example is the integration between e-Commerce and physical stores.
Voome Digital Signage platform allows you to use this kind of integration, but not only! Our software tool is integrated with the main working tools, to allow you to create the perfect content for your company strategy.
We have some cases of application of our platform that will make you able to create a synergic strategy through the touch-points:
You can make customers interact with your social channels, for example by sharing Instagram or Facebook directs on screens, or a YouTube video, perhaps by associating the content with a QR Code which, once framed, will allow the customer to view your e-commerce, or that allows you to post comments about a live streaming you are showing, in a section of the screen next to the video.
Do you want to carry out a useful survey for your business? Through a QR code you could make the survey available to your customers. Would you like to publish the result through a graph? Make one with Power Bi and share it on screens (check out our integration with Power BI, it’s very useful especially during presentations!). And don’t forget that you can use Launcher to show a specific product to a customer in real time!
Now let’s imagine that you are in the headquarter of a banking or real estate company and you are in charge of managing the screens located around the facility: in the screens in waiting rooms you could share welcome messages, associated with weather forecasts and perhaps a video presentation of the company. Furthermore, the integration with power BI and Microsoft Teams is perfect for making presentations during meetings, in order to make them more effective and indelible.
Do you need to meet urgently with a customer and you are looking for a room to receive him? Through the Booking function of our platform you can book the meeting room or office you prefer with two clicks on your smartphone.
Let’s move from finance to art: do you want to make a museum experience more interactive and engaging? Show a video guide of the artworks exposed inside the museum, share the direct reports of the restoration of of them and show the social feeds of the institution! Furthermore, you can use the Automatic Queue Management System to optimize waiting times at the counter, offering a fast and efficient service. With the “Automatic Wayfinding System”, the screens will automatically show directions to guide visitors through the museum’s experience.
An omnichannel marketing strategy is essential for the future of all those businesses that want to make their customer experience memorable, creating a strong synergy between online-offline channels, using their integration in a winning way. The transformation process that the brand have to go through to adopt this type of strategy is significant, and our Digital Signage software tool represents the best ally in this process, increasing its effectiveness and decreasing its complexity.
We hope this article was useful to you. If you desire to have more information about all the integrations of our platform and how to apply their potential within your business, do not hesitate to contact us at firstname.lastname@example.org and visit our website www.voome.com!
the Voome team