How omnichannel marketing works: a guide for Shopify stores

How omnichannel marketing works: a guide for Shopify stores

Your customers already use multiple channels to get in touch with you and buy your products. As well as browsing your online store, they might send you an email, call you on the phone, or send you a message via your social media channels.

Omnichannel marketing is all about promoting your store across all these channels, but in a seamless way, so that your customer receives a unified buying and support experience, no matter which channel or device they’re using. 

9 out of 10 consumers want an omnichannel service, according to NICE inContact. By giving your customers the best experience possible, you’re more likely to increase brand loyalty and your customer retention rates.

What does an omnichannel retargeting strategy look like?

Many stores have a strategy in place already for retargeting customers - for example, those that abandon their carts online. But more often than not, that strategy is limited to a single email reminder. Relying on just one channel like this could mean that you’re bypassing those customers who prefer to be contacted via other channels.

Let’s use abandoned carts as an example of how omnichannel retargeting could work. With this approach, you’d use different channels in combination with each other to grab the shopper’s attention and encourage them to complete their purchase.

So, 30 minutes after cart abandonment, you’d send a friendly web push message and/or email campaign reminding your visitor about the item they left behind. 50 minutes after cart abandonment, you’d send a second reminder, this time by SMS, and with the inclusion of a time-limited discount. 

Abandoned cart strategy by firepush

SMS is a very effective, though more expensive, channel compared to web push or email. This is why you shouldn’t use it straightaway.

Text message open rates are very high, typically 98%. In terms of the different types of SMS campaigns you can send, abandoned cart messages convert the best. 

All that said, an omnichannel retargeting strategy works to reach shoppers at the right time, on channels that support each other. 

A platform like Firepush is geared up for integrated omnichannel retargeting. In the above example, all abandoned cart messages are automated. If the customer purchases as a result of the first or second reminder, they don’t get another alert. The system checks whether abandoned carts are cleared before sending out further campaigns.

Where do customers want to be reached?

Every customer is different. Some may prefer receiving emails that they can read at their leisure. Others may prefer instant communications with short push notifications or SMS or social media messages. 

It is clear though that customers like to use several different channels when getting in touch with a brand. Microsoft reported in its 2017 State of Global Customer Service Report that 47% of UK and USA respondents use 3-5 customer service channels.

As well as using different channels for customer service, consumers today use different channels when shopping online. Social media platforms are popular among the Gen Z and Millennial demographic and are very helpful for driving conversions - see the screenshot below. Facebook, for instance, has high levels of traffic and a conversion rate of 1.83%. 

Social Marketing Efficiency and Effectiveness

Email remains a good traffic source for visit-to-purchase conversions, followed closely by owned content, for example, blog posts. Learn more about website traffic and revenue in relation to Shopify buyers. 

Purchase conversion rate by source

Ultimately, to drive more sales and to create a positive experience for your customers, you should be prepared to meet them wherever they are. You can do that by offering an omnichannel experience through your marketing and customer support activities.

Why retargeting is important for Shopify stores

This screenshot below relates to data from more than 3,000 Shopify stores to understand when conversions are most likely to take place after a website visit.

Why retargeting is important for Shopify stores

This data confirms that just over half of all sales happen during the first site visit. This means that almost 50% of visitors won’t purchase straight away. 2.76% of sales happen the day following the first visit - and more conversions occur in the days that follow. Over 30% of conversions take place between 12 and 30 days afterwards. 

Some buyers require more time to think about purchasing, especially if the item in question is expensive. Either way, the time lag in conversions is quite fascinating and reiterates just how crucial retargeting is. 

By putting in place a solid retargeting strategy for abandoned carts, you can entice people to return to your store and, most importantly, get that conversion from interested visitor to paying customer. This is what many Shopify Plus stores are already doing - and they’re achieving incredible revenue figures in the process. For instance, Ivory Ella has generated more than $250K and Pura Vida more than $408K just from abandoned cart push notifications. 

Ramp up your sales with omnichannel marketing

An omnichannel retargeting strategy helps you make the most of the traffic you’re already getting to your store. It’s particularly useful if you’re running paid ads as you can significantly boost your ROI by retargeting paid-for traffic.

By using channels like email, web push notifications and SMS in a way in which they support one another, you can deliver abandoned cart reminders and other retargeting campaigns cohesively. Not only will this help you to drive more sales for your store, but it’ll also help you increase customer satisfaction and retention rates too.

An easy way to start implementing omnichannel marketing is to use an app like Firepush, which includes abandoned cart campaigns and several other automations for retargeting. You can install and try Firepush for free to get an idea of how the app works.