Omnichannel Marketing and a Personalized Customer Experience

Omnichannel Marketing pic
Omnichannel Marketing
Image: windsormarketing.com

Windsor Marketing Group is a Suffield, Connecticut, firm that offers a full host of merchandising solutions aimed at helping clients succeed in increasingly competitive retail markets. Dedicated to customer success, Windsor Marketing Group offers a host of in-depth resources on marketing approaches.

A recent article focused on achieving success in the realm of omnichannel marketing. This begins with ensuring that both the physical store and the retailer’s website offer simple, effective navigation, with logical pathways to a sale in place. A particular challenge involves maintaining one-on-one buyer-seller relationships within a brick and mortar or an online landscape.

Online retailing has provided opportunities in this sphere, with companies able to intimately interact in ways that are both meaningful and optimize resource allocation. Through obtaining information from consumers at the point of sale or when creating an account, companies can pursue data-driven solutions. Whether this involves understanding spending patterns, buying preferences, or other attributes, offers and loyalty programs can be tailored to the individual. A true omnichannel experience replicates this intimate customer knowledge to provide a superior experience in store as well.

It is important to remember, however, that technology-driven strategies alone such as maintaining an up-to-date and well-managed database are insufficient to achieve meaningful customer relationships that drive long-term engagement and sales. Execution through superior merchandising and service make the customer knowledge come to life as an experiential differentiator.

Marketing to the Baby Boomer and Millennial Generations

Windsor Marketing
Windsor Marketing
Image: windsormarketing.com

In addition to designing store marketing, Windsor Marketing Group helps its clients create merchandising environments that attract customers. Windsor Marketing offers many services under one roof, from ideation to design to production. And our ideas are the result of store walks and important client discussions.

Knowing that different generations have different expectations, Windsor Marketing caters to age representation among customers and target consumers. For example, we pay close attention to differences between baby boomers and millennials. Boomers value attention and friendliness in their shopping environments, while millennials have a greater appreciation for convenience. Boomers value brand loyalty and the experience of shopping, while millennials are more interested in where and how their food was processed.

A good in-store marketing strategy appeals to boomers by focusing on quality, high-priced items. A good strategy brings in millennials by placing easily prepared, healthy foods near the checkout stations. Making shopping easier increases patronage by both generations. We know how to do both to maximize the effectiveness of your in-store marketing program.

Contrary to conventional wisdom, some boomers have embraced digital marketing elements, such as Internet coupons. Experts urge retailers to beef up their presence in social media and ensure that your digital effort ties well to your in-store marketing materials.