Sometimes it seems difficult to think of integration between online and offline. But as we saw earlier, to the new consumer, there is only brand experience, no matter which channel. We must think omnichannel.
We have curated some international and Brazilian brands that are already doing this connection masterfully.
We’re talking about a brand that has always been ahead when it comes to connection between online and offline experiences. Starbucks was the first franchise to widely offer free access to wifi and is of course known for letting customers virtually inhabit their establishments (which became a standard for coffee shops).
Through its bar code operated app, since 2009 the coffee giant has been working with mobile payment and also managing its loyalty program.
In 2015, there was an increase of 21% of transactions via app in the US when the brand launched the “click-and-collect coffee”, for those who do not want to wait in line.
But Starbucks campaigns are not only online, they reach the shops too. Some initiatives are:
– Using geolocation to back push notifications
– The famous Starbucks playlists available in Spotify, exclusively for members of the loyalty program. You can even suggest your own tracks in store.
– Email marketing and social media usage to present seasonal specialties and offers to members of the rewards program.
In general, investment in Starbucks stores (including concept shops) is as impressive as its investment in its digital strategies, making it a truly multi-channel brand.
The giant Hilton hotel chain is investing heavily in technology and user experience. By adding this functionality to the application Hilton HHonors, the brand is removing some of the most frustrating elements for guests: with the application, users can choose their room in the selected hotel, then open their room with a “digital key” and even get an Uber.
The lobby experience can be compromised by big lines, but these app initiatives help empower guests to customize and control their own experience, well beyond the online booking journey.
The carioca Farm always goes the extra mile when it comes to customer experience. In physical stores, from the aroma to the music and tropical decoration and collections, the brand has always been consistent in its proposal. Bringing it all online was a big challenge and they came very close.
In addition to the aesthetic and the language of Farm emails perfectly follow the brand identity, the company integrates customer data from physical stores so the communication also flows in other channels. For example, the email campaign below is targeted to run a promotion focused on Curitiba customers, showing the store address in that city.
From the registration on e-commerce, new customers become part of Farm’s automated lifecycle marketing program, which respects the preferences and interests of every consumer using integrated data from multiple channels. Farm is one of Pmweb’s clients and they use our strategic services in data-driven marketing and the Oracle Responsys platform.
From the physical store to the e-commerce
One of the difficulties in the operation of companies that have e-commerce and physical stores is the issue of sellers commissioning. If they are not commissioned in the online store, it generates competition within the brand between the channels.
Farm does not have this problem: clients who visit a physical store and don’t close the deal receive a card from the salesperson with their personal code, so that customers can buy online. This code gives 10% discount and free shipping, and ensure the salesperson’s commissioning. It’s a win-win.
Youcom innovates in the fashion world with its chill, young language and the use of data to automate communication with its base. Founded in 2013, in addition to e-commerce, the company has 54 retail stores in the three southern states of Brazil (RS, SC, PR), in the Federal District, Minas Gerais and São Paulo. By the end of 2016, five more stores should be included in the company’s portfolio.
The integration of on and offline experience begins with the fact that 70% of the database comes from physical stores. From this it gets easy to keep the audience engaged through data driven marketing, services and platform also provided by Pmweb.
The “Jeans for Change” campaign has been activated by email and culminated in the flow of attraction for physical stores. It was as simple as bringing a used pair of jeans to any Youcom establishment and earn 20% on the purchase of a new one.
Integrating online and offline experience is no longer an option and the use of data is critical to this process. Is your company ready?