Reaping the Rewards of OmnichannelA recent article in Harvard Business Review found an increase in revenue with each additional channel a customer uses to shop and interact with your brand when compared to the single-channel customer. The challenge, of course, is maintaining consistent messaging and experiences across all channels that deliver relevant, enjoyable opportunities to engage with customers. While the larger trend has been for brick-and-mortar stores to move into ecommerce, Amazon recently opened a physical bookstore in the Lakeview neighborhood in Chicago. With the amount of data the internet behemoth has amassed for shoppers in that specific zipcode and the large number of online reviews they’ve accumulated over the years, the No. 1 retailer in the Internet Retailer Top 1000 could easily tailor the store to the local customer and curate a selection of books that are all rated 4 out of 5 stars or higher. Similarly, Sportsman’s Warehouse brings in local store data when a customer subscribes in one of its stores. The brand is extremely well-positioned to do something similar in Ankeny, Iowa or Wasilla, Alaska. Nearly half a million of their subscribers are assigned to a local store.
Connecting the Dots to Boost Engagement
With each email subscriber assigned to a nearby store, Sportsman’s Warehouse can target them with local events as a way to drive in-store traffic and continue to build the brand’s value with the customer. Here's an example of one of their in-store events:
Use your customer data to help determine what types of events would be most popular and successful. As VIP or rewards campaigns can be critical during times of intense competition, you might even consider targeting VIPs for particular events. Saenz offered that 43% of their sales volume flows through their loyalty program, so be sure to spend some time including plans for that audience in your omnichannel strategy. The company’s Ladies Nights demonstrate just how well Sportsman’s Warehouse handles cross-channel promotion for an in-store event. The subscriber first receives an email announcing the event at their local store. If interested, she’s directed to the local store’s Facebook page to RSVP. Not only has the brand encouraged social interaction, they’ll be able to continue building the brand with the customer in person at the event.