Put yourself in the consumers’ shoes. Recall your last online shopping experience, what did you do as a shopper?

Most commonly, we look for inspirations, we read reviews, we browse for options, we compare deals… you name it.

Have you noticed one thing that these shopper behaviors share in common?

  • It’s the many touch-points that guide them through their customer journey.

In the face of COVID-19, the line between online and offline shopping has continued to blur with a significant shift towards eCommerce. From being aware and interested in a product to evaluating and purchasing, shoppers get to make many decisions before they pick one eCommerce site to buy from.

Even the most established brands work hard to fight for market share, it doesn’t make sense to just sit there expecting your consumers to come to you amid the sea of information. There’s no such thing as ‘the cheapest deal wins’, but the whole shopping experience matters.

Hence, having a strategic multi-channel eCommerce strategy is like increasing your chance with higher visibility to becoming the winning merchant.

Truth or Myth: The more the better? There’s no fixed answer - but it doesn’t hold water investing in marketing channels that reach out to the inappropriate audience.

Here’s a checklist for you as you embrace multi-channel eCommerce:

1. Define your target audience & goals

The very first step is to place yourself at the right position in the eCommerce battleground! It doesn’t make sense to head somewhere without knowing your destination, or at least the direction.

Ask yourself a few questions as you blueprint your multi-channel eCommerce strategy:

  • Who are you trying to reach?
  • What are you trying to achieve?
  • How can you differentiate yourself from your competitors?
  • How do you indicate the performance of your multi-channel eCommerce strategy?

2. Know your TA (and enemies!)

Got answers for the 2Ws and 2Hs questions? Then you’re all set for the next step - know your TA and competition.

Only by knowing their preferences and behaviors can you encourage engagement and infuse your brand into their lives.

The customer journey is a simple framework to follow and satisfy their needs throughout. For example, optimize the presence of your products on their go-to eCommerce sites when they look for offers and alternatives.

If you have no clues on where and how to sell, do learn from your close competitors and benchmarks that share similar goals and target audience.

3. Reach out with the right channels (On top of your eCommerce website)

  • Online Marketplaces

Let’s be frank that we do hesitate to buy from a brand new platform that we are not familiar with, and unfortunately, trust can take years to build. Thus reaching out to customers in new markets through established marketplaces they use and trust is highly effective and efficient.

Consider reputable eCommerce giants like Amazon, eBay, and Etsy, wherein you can take advantage of their customer network and exposure for your eCommerce business!

  • Social media

Research has found that the average daily social media usage of internet users worldwide is 145 minutes (Source: Statista) - not surprising at all. Let’s admit that a majority of us can’t live without our smartphones, and we just can’t help but be social-media-savvy.

To marketers, advertising on social media is not something new. Now more than ever, selling on these platforms is increasingly prevalent among brands. Such integration of social media and commerce - as known as social commerce - has transformed the retail industry, invading shoppers’ life using those unavoidable channels.

  • Google Shopping

What grants you visibility more than search engines do?

Thanks to the nature of Google, using Google shopping is like regularly touching base with your potential customers, for instance, having your offers presented for product evaluation and price comparison.

Read our blogs to conquer Google for retail:

4. Localize your strategy

Staying local while going global.

Talk the way your target audience talks - We are not referring to language only, but content localization as a whole. Beyond word-for-word translation, smart brands make powerful use of local cultures to resonate with the audience and fostering close brand-customer relationships.

5. Set KPIs to monitor & improve

Last but not least, it’s important to set metrics to measure marketing performance (i.e. click-through rates, conversation rates, etc.).

More importantly, compare the outcomes achieved on each channel so you can optimize strategy correspondingly, identify channels that should be further optimized, and filter out those that are not worth investing in.

Reference: https://www.statista.com/statistics/433871/daily-social-media-usage-worldwide/