How to ease an omnichannel approach with an app
Managing multiple sales channels is not a walk in the park.
The mobile commerce grew exponentially during the Pandemic, since the smartphone became the only companion we could be sure to make contact with, without risking an infection. However, the quality standards that people expect from the digital services they deal with grew too. On the one side, we see that users that purchased by means of an app (the so called install-to-purchase conversion rate) went from being 5,9% in 2017 to 14,8% in 2020, exceeding the expectations. On the other side, 62% of users that have a bad mobile experience are less likely to purchase again from the same merchant in the future, becoming potential customers for your competitors.
Hence, it’s crucial to have an omnichannel approach not only to integrate your sales strategies with each other, but also to remove the barriers among your different channels. This makes the user feel free to choose when and where to purchase without constraints. In particular, I want to share with you in this article some examples of how an app can help you apply an omnichannel approach to a multichannel strategy, favoring your users’ conversion rates.
1. New collections uploaded? Let anyone know with a push
If you have an Ecommerce, you should be aware of the fact that there are so many ways to let your customers know when there’s something new for them, even though not all of those ways turn out to be always effective. You can send your subscribers an email, for example, to redirect them on the website and invite them to purchasing. But considering the loading time of a browser and the numerous pages to land on before processing the check-out, they might be tempted to postpone their navigation. And that’s how they easily forget about it.
With a native mobile app for your store, that requires only a few seconds to be updated and show to your users everything new that’s available online, persuading them to purchase is very easy. Think, for instance, to an “on sale” special collection, which has just been set up and uploaded to your online store. It’s surely an opportunity that your customers wouldn’t want to miss! So, what can you do? Move immediately the new collection to your app, create and send a push notification to announce the promotion, and in a snap, thousands of screen are going to light up. This way, your app will be real-time updated with what happens on the website, and your communication will be coherent, rapid and effective!
2. Invite the users to downloading your app with some rewards
Promoting your app on your Ecommerce is a great example of two sales channels completing each other. And what a better way to invite the users to downloading your app, if not providing them with a promotional coupon on their first in-app purchase? A promotion will be appreciated by both loyal customers and casual navigators. And in addition, this may let them know that an app is now connected with your store, which they have probably missed to notice. It’s a good publicity for your activity because users largely prefer an in-app navigation, according to its reduced loading time and rapidity to be reached, being always on screen. And if you add an exclusive and special in-app discount, your users will be more likely to purchase and become loyal, especially in the case that those special promotions became recurring.
3. Do you have a blog? Send a notification when a new article is out
If you have a “blog” section on your website, through which you communicate interesting news and events to your customers, why don’t you remind them from time to time to visit it? The explore section inside an app can also be used for this. Harmonize your communication across all your channels and make them speak about your latest article. Schedule a catchy notification, send it to all your users and invite them to reading what you provided them with.
And that’s not all. I want to share another exclusive tip with you. When users have their carts full from a while and you don’t know how to convince them to finish their purchase without sunding pushy, the only alternative is to hit their subconscious indirectly. I’ll explain. If you manage a fashion business, you can solicite an abandoned cart by sending to its owner an article about “10 outfit ideas with..”, in which you discuss about shoes, purses, shirts… It usually involves different pieces of clothing, and can recall all the products whose orders are waiting to be completed in the carts, even though the user’s attention would be focused on the one he/she’s wanting at the moment. I could provide you with the same example applied to a food merchandising. Your users have filled their virtual baskets with fruit and haven’t decided whether to buy it or not yet? Send them an interesting recipe, like a multi-fruit cake or a fruit salad. With only one notification you can stimulate not only their hunger, but also their desire to cook something, so that they would finally proceed with that order they had previously arranged to do and maybe add some extra ingredients that they hadn’t come up with before.
The key point of a good omnichannel approach is in the interaction and communication among the different sales channels, and not only between every channel itself and the user. Hence, you can provide your online users with an advertising banner that promotes the additional features of your app compared to the website and make your users bump directly on the app store, switching their navigation from web to mobile. If they’re able to find on the app exactly what they read about on the banner, this means that your channels are updated and “know each other”, favoring a knock-on interaction. Please, don’t let me explain again the numerous benefits that your users can take advantage from when navigating on a native mobile app…
Was I helpful?
This is an unfinished list, but I hope to have given you at least a few interesting ideas. An omnichannel approach to sale has not any fixed rule, except one: center your communication on the customer. You need to adapt each platform on the others and tune your message to what your client want to hear or read about, regardless of your preferences.
And if you want to practice one of the above mentioned strategies, you should know that Shoppy can help you.
If you have a store on Shopify and want to extend your user base to the mobile surfers, all you have to do is to install Shoppy, build your app in a few minutes, transfer your collections on your app and… sell more than you’ve ever done!