Our client – a retail company selling sports apparel via multiple channels – used omnichannel marketing tactics to increase customer conversion rates and basket size.

Challenges

A shift in shopping priorities

Economic concerns caused by Covid-19 affected consumer behaviour and shopping preferences. Due to the uncertainty of the market, consumers have shifted their shopping patterns, which were evident in the massive migration towards online channels. Additionally, consumers have changed their money spending habits. Now customers are making different choices regarding the amount of money they spend while also revising their purchase priorities.

Disparate channels

The company applied multiple product sales avenues, spanning from online to offline channels, reaching the customer directly and indirectly.

Scaling the product and service offering was challenging due to the channel disintegration, which was particularly evident during new channel deployment. Simply introducing new touchpoints to reach new customers wasn’t effective, as the connected brand-differentiating customer experience was missing.

Inability to reach new markets

The company struggled to create an adequate practice for reaching first-time online shoppers who were inexperienced with the ecommerce space.

Solution

The Behavioural Response team worked closely with the client to design a specific approach to yield the desired results.

The solution consisted of two parts; customer journey mapping and deploying Omnichannel Behavioural Campaigns.

1. Customer Journey Mapping

We created a customer journey map to align and strengthen the customer experience that spanned across multiple channels. By re-mapping the customer journey, we enabled channel integration and drove a consistent brand experience. The customer journey map also included different touchpoints that paved the way for the second steps of the process.

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2. Omnichannel Behavioural Campaigns

We devised a variety of campaigns that will address the target audience according to their cohort group.

First-time Online Buyer Campaigns

This messenger-based campaign was targeting the segment of first-time online buyers through WeChat and WhatsApp. We designed nurturing sequences with simplified browsing and checkout capabilities to improve the customer experience and increase engagement in the campaign. By integrating additional payment modalities through Finance, we delivered multiple payment options such as ‘Buy Now Pay Later’ to elevate the customer experience even further.

TACTIC: Omnichannel Marketing

The direct digital channels (Mobile App and Social Media) were optimised to reach the targeted customer in the most favourable way by enabling a seamless shopping experience even during turmoil.

Acquisition Campaigns

Our team expanded the company reach by leveraging social media channels to connect with potential customers and push the registry closer to the customer. To this end, we deployed nurturing and selling campaigns over Facebook, Instagram, Pinterest, Snapchat, and TikTok.

TACTIC: Social Selling

Integrating social media channels such as Facebook, Instagram, TikTok, Snapchat, and Pinterest allowed us to leverage direct customer interaction to drive engagement and increase brand awareness. This approach helped set the foundation for revenue growth through social media selling.

Loyalty and Engagement Campaigns

The company’s mobile app provided a new opportunity to reach customers using push notifications. The Behavioural Response team used the notifications to offer highly targeted rewards based on the customer’s behavioural history across the channels.

TACTIC: Hyper-personalisation and Contextualisation

Our team worked closely with the clients’ marketing team to maximise the amount of data attributes and variables to power highly targeted and contextualised campaigns.

Results

The delivered results included:

+26% increase in basket size

+29% boost in brand engagement

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