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BEST PRACTICES & STRATEGIES

gic vision for harmonized omnichannel experienc- • Develop content that addresses customer use
es, and they need all the right tools to make it hap- cases and behaviors. Create messaging and con-
pen. tent that reflect the nature of a particular channel
combined with customer activity on that channel -
• Start small. Initiating an omnichannel approach as well as on other channels. Make sure plenty of
can be overwhelming. Limit first efforts to a couple information is available to customers, with the right
of channels to develop and master the creation of fit for each channel. There must be an integrated
consistent, personalized interactions and communi- approach to provide unified content for customer
cations that appeal to customers. interactions from channel to channel.

• One-size-fits-all doesn’t work. Omnichannel mar- • Thoroughly understand target markets and
keting demands uniformly orchestrated personali- customers. This includes discovering which chan-
zation for each customer on every channel. Appro- nels matter the most to each customer to be able
priately personalized interactions require a con- to concentrate on creating personalized interac-
stant awareness of customer circumstances and tions on those channels. Through integrated chan-
behavior – nothing stays the same very long in an nels, more thorough and wider reaching data col-
omnichannel world. lection and analytics are possible to apply lessons
learned from mistakes and successes. Beyond
• Harmonized channels. For each customer, chan- continuous data analytics, it’s critical to test, meas-
nels should offer the same look and feel to add ure, and implement improvements to all aspects of
consistency to experiences. Communications with omnichannel marketing. This requires patience and
customers at all levels must clearly convey the perseverance.
same information for items such as pricing, product
information, shipping, as well as brand identity. Kentico Xperience provides not only good advice, but
advanced capabilities backed by market leading sup-
• Purpose-driven design is key for effective port and a global network of implementation partners.
channel experiences. Often customers use differ- Available on-premises or in the cloud, Kentico Xperi-
ent channels or devices for different purposes. ence is an easy-to-use solution that provides personal-
Smartphones are frequently used for quick access ized experiences and integrates seamlessly into any
to “simpler” information, while tablets or laptops technology stack. ◊
may be the devices of choice for more complex
activities and content. Design well for harmonized By MediaBUZZ
customer experiences, but also design for the spe-
cific channel or device.

August 2021: Omnichannel Marketing 19