June 24


Navigating Omninichannel

Want to navigate the Omnichannel journey? 🧭

I’ve had the honor of working with leading consumer brands from Fortune 500 to hyper-growth startups helping them navigate the choppy waters of growth through marketing.

Across the board, the most successful brands are transforming from multichannel marketing to Omnichannel strategy – extending beyond marketing departments into all parts of an organization. I can tell you first-hand…no one can do it alone.

Lines of demarcation have become blurred between functional leaders. IT, Operations, Marketing, Merchandising, and Marketing can no longer just operate in silos, they all now need to focus on, and be invested in, the customer experience.

The organizations that set up and leverage a data foundation focused on segmenting their most valuable customers and developing metrics to navigate toward increasing lifetime value can create sustainable business models that evolve in lockstep with their most valuable customers.

Every part of an organization must be leveraging data to discover the most important signals from their customers.  SMS and AI have become two of the most crucial tools necessary to engage the customer and their communities and to separate the signal from the noise in engagement trends.

Omnichannel is all about leveraging data insights to build a profitable and sustainable customer experience that results in greater lifetime value – not just a focus on growth through new customer acquisition.

How does a brand accelerate the transition?

Simplify the complex. Develop a customer equity plan with the following waypoints:

⬆️ 𝐍𝐨𝐫𝐭𝐡: Invest in refining brand positioning (do you really know why your best customers stay with you?)

⬇️ 𝐒𝐨𝐮𝐭𝐡: Listen to the customer through qualitative research (you will be surprised at what you uncover!)

➡️ 𝐄𝐚𝐬𝐭: Design customer value segmentation (not all customers are equal.)

⬅️ 𝐖𝐞𝐬𝐭: Establish customer growth strategies (across the full customer journey), combined with a balanced customer and financial plan.

These are the navigational waypoints that guide brands toward an evolving customer and technology journey.  This strategic focus will enable leaders to design tactical plans with the customer as the central focus.

When set up and executed properly, a solid Omnichannel program will attract, engage, transact and follow the customer throughout their experience and beyond.

You can’t be everywhere all the time. Or can you? Let’s connect and I can show you how.

Rose Hamilton

About the author

With over 20 years in Omni-channel retail, Rose is a proven Ecommerce expert specializing in evaluating, launching, growing and scaling Direct to Consumer businesses.

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