Boost your brand strategy by applying 7 Omni-channel touchpoints

In today’s retail environment, competition fights for consumer attention more than ever. Shopper requests brands and manufacturers to fly across all the omni-channel touch points to ensure an exceptional customer experience. However, to achieve this aim, you must create an omni-channel strategy using your business backbone; the data, your customer data.

Discover Key Omni-channel Touchpoints

Latest trends!

1. Retail Media Networks are trending: It’s booming. It's a new way for retailers to sell product placement ads and monetize e-commerce searches, transforming the traditional B2C positioning of retailers and providing an alternative for B2B. 

2. Availability is the top driver for online purchases, US consumers make their purchase decision based on three main factors: Availability (in-stock and preferred brand), Quality (fresh or high quality) & Price (low prices or sales/promotions).

3. Amazon commands presence in both Omni-channels sales & share. Brands can’t have an Amazon data “blind spot” and have a well-informed US Omni strategy. Amazon performance will provide you with a complete pictures of your market.

Source: NielsenIQ

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LEDERM

Case Study using  

Omni-Channel Strategy

A few years ago, working with Belcorp, we had the challenge of introducing a new product for L’Bel brand.  LEDERM by L’Bel must replace a top-seller product in the skincare category, with meaningful participation in the company's revenues.

The headquarters team proposed to launch LEDERM, working in hand with a Dermatologist group responsible for training the beauty consultants (B2B) and providing a sales speech to convince their clients (B2C) to test the new skincare product.  That sounds interesting, but after listening the top beauty consultants during a focus group meeting and discussing the initial proposal, we decided to change the strategy for the Caribbean region, working on a plan according to our market needs. Why? The Caribbean region represents an important volume size and sales participation in skincare category.  So, we need to guarantee that our marketing efforts will be loud enough to capture the attention of all the audiences (DIRECT-TO-CONSUMER).

The Risks:  1. Decide to deglobalize the strategy for the rest of the 12 countries of the company with the compromise that the success of our plan will cover the additional investment for the LEDERM launch.  2. Challenge the product's price strategy.  All this, after a comprehensive competitor analysis, and a data-driven approach for a better understanding of the consumer needs in the Caribbean region.

The plan:   A robust 360 marketing campaign with opinion leaders as brand ambassadors, focusing on three age groups.  Which includes work on a photo shoot & filming video for a digital strategy (SOCIAL COMMERCE), and a custom catalog cover.  In addition to, press conference, media tour, and partnership with CARAS magazine including the involvement of our three ambassadors in their cover plus the negotiations to celebrate a women's networking events as RRPP activity.  And of course,  in-store initiatives in L’Bel stores (RETAIL).

The results:  Significant sales growth with substantial ROI. Additional, to received an award recognition for the Best Creative Campaign.  

The Takeaways:  Take risk; believe it will be possible, and challenge your team to do and be part of something big & bold. As, John Maxwell quoted in his book, 3 Things Successful People Do. “Once a person has tasted success and realizes that their efforts have significance, it’s something that they never forget”. In short: Put your knowledge, your passion, and always seek excellence in all you do.

So, enhance Your Marca Marketing Strategy Now!