What is Omnichannel Marketing Software? The Secret of Big Brands

The development of digital technologies and communications has created new consumption habits for the retail market. Customers now interact with brands through multiple communication channels, simultaneously and constantly.

Omnichannel marketing software aims to provide customers with a consistent and seamless experience across various marketing and communication channels while centralizing information from all interactions between consumers and businesses. With Leal 360 and its Campaigns module, you can achieve all this and more.

What is Omnichannel Marketing and How Does It Work?

Omnichannel marketing involves coordinated, fluid, and consistent communication across multiple channels.

In an omnichannel strategy, channels complement and feed into one another, working in a synchronized and integrated manner. This ensures consistent information and a unified customer experience across channels. Additionally, omnichannel strategies provide a holistic and complete view of the customer, eliminating the need for them to repeat information or context when switching channels.

What is the Goal of an Omnichannel Strategy?

The primary goal of an omnichannel strategy is to position your brand and market your products and services across the multiple channels your audiences frequent. It ensures your presence wherever your prospects and customers are.

Omnichannel campaigns have a purchase rate 287% higher than single-channel campaigns.

How Can Omnichannel Marketing Benefit Your Brand?

Imagine a clothing store—let’s call it Madrigal—employing an omnichannel marketing strategy for birthday promotions:

• Members of Madrigal’s loyalty program receive an automated and personalized SMS with a discount code for online shopping on their birthdays.
• After completing a purchase with the code, they receive an email summarizing the order, offering an additional discount, product recommendations based on their data, and a link to WhatsApp for customer service.

With personalized birthday promotions, Madrigal boosts online sales by leveraging customers’ purchasing tendencies. The email recommendations encourage cross-selling, and integrating WhatsApp for support enhances the user experience and customer loyalty, creating a seamless and efficient multichannel shopping journey.

What is Omnichannel Marketing Software?

Omnichannel marketing software centralizes and manages customer interactions and the data generated from those interactions across multiple channels in one place.

This type of platform ensures channels work together, offering personalized customer information and consistent brand messaging. Personalization is based on customer data and insights, making communication more efficient and relevant.

7 Key Features of Omnichannel Marketing Software

The main features of an effective omnichannel marketing platform include:

1. Integration with multiple channels to reach prospects and customers.
2. Coordination and interaction between these channels.
3. An intuitive platform for creating, managing, and scheduling content.
4. Tools for storing, managing, and analyzing customer data and interactions.
5. Audience segmentation based on customer data and attributes.
6. Access to feedback, performance metrics, and conversion attribution.
7. A historical record of customer interactions.

What Communication Platforms Does Omnichannel Software Include?

Omnichannel software integrates multiple communication platforms, including instant messaging (SMS and WhatsApp), social media, and email.

The Campaigns module of Leal 360 allows you to segment, personalize, and automate SMS, WhatsApp, and email campaigns to improve contactability and conversions by applying AI to customer data and insights.

Examples of Using Omnichannel Marketing Software

A robust omnichannel marketing platform supports the entire customer lifecycle, from initial interactions and data capture to loyalty and brand advocacy.

Key use cases include:

• Segmenting customers into dynamic audiences.
• Creating and implementing automated and personalized campaigns via email, SMS, WhatsApp, etc.
• Developing optimized campaign templates for conversions.
• Programming consistent automated responses across channels.
• Scheduling campaigns based on customer behavior and profiles.
• Monitoring campaign results in real-time.
• Maintaining a historical record of customer interactions.
• Collecting and analyzing customer data to generate actionable insights.

Advantages of Using Omnichannel Software

Let’s continue with our example of Madrigal Stores. Here’s how a retail company benefits from using an omnichannel software like Leal 360:

1. Greater Operational Efficiency

Madrigal’s marketing team has significantly increased its productivity by automating and scheduling campaigns for SMS, WhatsApp, and email. These campaigns are automatically triggered based on customer data and interactions, ensuring delivery at the most opportune moments.

For example, Madrigal uses the “Don’t Let Them Escape” campaign template from the Campaigns module to send automated messages to customers whose purchase frequency has declined. This ensures proactive re-engagement with those customers.

2. Centralizing Multi-Channel Information

Madrigal now centralizes all customer data and multi-channel interactions in one platform, making it easy to track transactions and interactions. With Leal 360’s CDP module, their sales staff, customer service representatives, and marketing team all have access to updated and comprehensive customer information.

By consolidating this data, Madrigal achieves seamless coordination across departments, improving efficiency and accuracy in customer interactions.

3. Personalized Interactions

Previously, Madrigal relied on generic, mass campaigns targeting broad customer segments with the same message through a single channel. Now, with the CDP module, Madrigal dynamically segments customers based on their unique data, creating constantly updated audiences that evolve with each interaction and transaction.

This shift has transformed their communications, making them far more personalized and effective in driving engagement and conversions.

4. Enhanced Customer Experience and Retention

Using omnichannel software, Madrigal has elevated the customer experience in several ways. By unifying information, their SMS, WhatsApp, and email communications are now consistent and cohesive.

Additionally, with Leal 360’s Voice of the Customer module, Madrigal measures its NPS through surveys and email campaigns. Customers are categorized into promoters, neutrals, and detractors, allowing the team to respond strategically. For example, detractors are targeted with campaigns that address their concerns, transforming them into frequent buyers and brand advocates.

5. Generation of Insights

Each interaction and transaction generates valuable new data about Madrigal’s customers.

Through the Benefits module, Madrigal created the loyalty program “Puntos Madrigal.” Program members voluntarily share extensive data with the brand. This data is stored, managed, and segmented in Leal 360’s CDP module, where Madrigal’s marketing team analyzes it to generate actionable insights. These insights are then implemented through the Campaigns module to create targeted initiatives.

6. Cost Reduction

By utilizing a single platform to manage all communication channels, Madrigal has significantly reduced operational costs. Previously, the company had to invest in multiple platforms and tools for each channel. Now, with Leal 360, they benefit from an all-in-one solution, streamlining operations and reducing expenditures.

Introducing Leal 360: The Best Omnichannel Software for Latin American Businesses [2024]

By now, you’ve learned about Leal 360, much more than just omnichannel marketing software.

Leal 360 transforms every interaction into a sales opportunity. It captures, manages, and activates customer data using artificial intelligence to create personalized, timely communications based on data rather than assumptions.

This platform integrates omnichannel marketing software (Campaigns module), a customer data platform (CDP - My Customers module), a voice of the customer program (Voice of the Customer module), and loyalty software (Benefits module).

Leal 360: Unified Multi-Channel Communication

With Leal 360, you can connect with your customers while improving the contact and conversion rates of your email, SMS, and WhatsApp campaigns—all from a single platform.

The Campaigns module allows you to automate, segment, personalize, and measure the performance of your marketing efforts. It provides real-time conversion data and campaign attribution, all powered by artificial intelligence.

Using OfferFit integration, Leal 360 enables you to personalize and automate interactions with each customer through machine learning. This ensures the right message is delivered to the right customer, at the right time, through the best channel.

Ready to Elevate Your Marketing? Schedule a Demo with Leal 360

Over 90% of retailers implement omnichannel strategies, and 87% agree that omnichannel is critical to business success. This is logical, given that 73% of consumers prefer shopping through multiple channels. Additionally, omnichannel customers spend 10% more online and 4% more in-store.

It’s your turn to capitalize on omnichannel marketing with Leal 360. Create personalized, automated campaigns through email, SMS, and WhatsApp.

Discover how to connect with your customers and boost sales with Leal 360. Schedule your demo today!

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