Multichannel of successful retail

It's no secret that mobile plays one of the leading roles in attracting customers. Although consumers make most purchases in offline stores, the mobile’s significant influence on customer decisions is beyond doubt. What else you should know about multichannel marketing - we learn from today's release.

According to the study, the retail sector is the leader in the number of marketing channels used for promotion.

In retail, the largest number (52%) of interactions with customers is carried out, in comparison with other industries. According to Kitewheel’s “State of the Customer Journey” study, their number has increased by 5% since last year. For this work, more than 1 billion customer interactions with brands were analyzed.

The level of multichannel consumer communication — including web, email, and offline activity — depends on the industry in question. The rating of the marketing mix by fields of activity looks something like this:

52% - Retail

15% - Travel

11% - Health

10% - Telecom

8% - Auto

2% - Education

However, not all channels are equal. For example, most of the financial investments of brands fall on mobile applications, web, email and social media, and the role of each of these channels is constantly changing.

The emphasis on web and email is constantly growing, while with the onset of the crisis, social media spending has declined markedly. Mobile is in a rather interesting position.

Customer interactions with brands through mobile applications are at the very bottom (with a total number of transactions of less than 1%), but on the whole this channel shows quite impressive results - growth 10 times greater than in any other type of marketing activity, without any signs of slowdown.

Of course, it’s more difficult to track through the application what exactly affected the purchase. We cannot accurately find out the dependence of the completed action on the transaction, as is possible in off-line stores. However, mobile applications are much more convenient and significant for users than mobile versions of sites, although they require much more investment and effort from companies.

It is not surprising that today retail holds a leading position in terms of the use of multichannel marketing. Through mobile devices, consumers can easily make purchases 24/7 while in transport, on the road, at home, and even directly in the store itself.

Numerous studies show that consumers often “monitor” product prices via smartphones, while already in the store to compare prices and make a better purchase.

A Kitewheel study once again confirms that getting brand and product information and shopping through one channel is a thing of the past. A lot of screens, mobile, desktop provide the consumer with a huge list of options, and customers can improve marketing activity using time and geolocation indicators.

Travel lovers, for example, know that using several types of devices before, during and after a trip is a common thing. During flights, the user can call the airline’s consultant, refer to the mobile version of the site to clarify the issue of interest, book a ticket through the mobile application, and after landing, go back to the application to see where to get luggage.

248 million US residents interact with digital content, 156 million of which prefer travel content. If we talk about the layout by type of mobile devices, then the majority (63%) receive information and are active through smartphones, 41% - through the desktop and 27% - through tablets - these data are from ComScore, which conducted a study among smartphone owners in the United States.

Of course, such a multi-channel process concerns not only the field of air travel. This also includes hotel reservations, car rental and much more.

To summarize all of the above, one key conclusion can be drawn.Each interaction as part of a multi-channel strategy gives companies the opportunity to increase their value to the consumer. The more options for “communication” with the brand will be provided to the client, the more comfort he will experience, respectively, and loyalty to the company will grow. And the higher brand loyalty, the greater financial benefit in the long term business expects. BYYD • Mobile Advertising Platform