Cross Channel

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Use Cross-Channel Marketing to Maximize Customer Value

First of all: what’s the difference between multi-channel and cross-channel marketing and retail?

Multi-channel. Cross-channel. Omni-channel. Unified commerce – all this terminology is enough to make even the savviest marketer’s head spin, but the distinction is actually quite simple.

Multi-channel refers to a company, activity, or platform that incorporates multiple sales and media channels. For instance, you might sell your products on your website, a mobile app, via a call center, in stores, on Amazon, and on Ebay, all while communicating with customers via many types of devices and social media channels. You utilize multiple sales and marketing channels to sell your products and, therefore, you’re a multi-channel vendor.

Cross-channel on the other hand, is more about how you strategically maximize your relationship with each customer using these multiple channels. It refers to efforts designed to make those channels cooperate with and complement each other to encourage additional sales with that customer. To put it as simply as possible, a user has had a cross-channel experience when they interacted with multiple channels during the process of making a single purchase.

A customer will always come to you via one channel. Your job in cross-channel marketing and retail is to get them to plug into other channels, also, to increase your brand presence and ensure your company is at the top of their mind the next time they are considering purchasing a type of product you sell.

By communicating with customers across all channels they opt into and giving them the ability to buy from you in a number of ways, you give your customers choices. By allowing them to interact with your brand on their terms, you can increase their trust in and awareness of your brand – and, more important, the likeliness of conversions and sales!

Example: A Tale of Cross-Channel E-Commerce Success

Every example of cross-channel e-commerce is different because the combinations of channels and media are endless. Below is just one example that demonstrates the power of cross-channel marketing:

  • A customer might find your website by searching for product terms for which one of your pages is optimized.
  • While on your site, they might input their e-mail address for a discount, signing up for your newsletter, and also opt to have a printed catalog mailed to their house. Yet, they still don’t buy the product.
  • They receive an e-mail from you a few days later, talking about a sale going on all week for the product they were considering purchasing. They click on the link in your e-mail.
  • While visiting your site, they follow you on Facebook and are made aware of complementary products to the ones they are viewing, based on their previous site behavior.
  • That evening on Facebook, they see some content from you that reminds them of the product.
  • They decide to do a little comparison shopping on Amazon, where they find your product and see that the prices are consistent across both channels. While there, they read a large collection of product reviews that gives them additional confidence in your product.
  • The next day, they receive your printed catalog in the mail and read through it.
  • They go back online to your website and add the original product they searched to their shopping cart along with a promotional code from your catalog.
  • Seeing the price drop excites the customer and they decide to also add a complementary product they were considering that you marketed to them on their last site visit.
  • When they return to their shopping cart, you show them a few more items frequently purchased by customers who buy similar items to the ones in your current customer’s cart. They click on one they also needed, decide to purchase that, too, and move forward to buy all three products.
  • Before completing the sale, you encourage them to sign up for a loyalty program that will provide them with additional rewards and offers, which they do.

By initiating robust cross-channel marketing efforts, you were able to multiply your sale and engage this very discriminating customer in ways that make future sales much more likely.

Keep in mind that during this process, you were also collecting info on the customer at every touchpoint that will be compiled into useful profiles so that customer can be even more effectively and efficiently marketed to in the future.

Simplify Cross-Channel Retail with GoECart

The example provided above may seem complex, but multi-channel retailers can easily replicate such cross-channel marketing success by utilizing a unified platform like GoECart.

GoECart allows users to manage all of their business functions from a single, intuitive dashboard. In addition to letting you easily orchestrate extensive cross-channel marketing strategies like the one described, the system also makes it easy to accomplish all your cross-channel retail functions like inventory management, shopping carts, CRM, warehousing, order management, reporting and analytics, in-store POS, and so much more.

Our cloud-based system saves you money and IT hassle and using just one systems instead of many different systems for different functions will save you endless integration headaches. It will also ensure you have the best possible insight into your business because you’ll have an up-to-the minute, 360 view of your performance across all channels at all times.

Contact us to discuss out how GoECart can cut your costs, boosts your margins, and increase your sales. We look forward to hearing about how we can help your business to grow.