Just read this from Forrester and it brought me to the inability to meet consumer’s multi-channel needs ANTIGEN.
“Seventy percent of US online consumers research products online and purchase them offline. Based on this behavior, Forrester has identified two consumer categories: multichannel buyers and online window shoppers. Multichannel buyers use the Web for both research and purchases, while online window shoppers use the Web exclusively for researching their offline purchases. Multichannel buyers are almost six times more numerous. They are also more affluent and savvier online users than online window shoppers. The demographic and psychographic differences between these two consumer segments, and examples of how top US retailers are evolving their multichannel strategies in response, offer insights into how eBusiness professionals can enable multichannel consumer behavior.”
So, do you have what it will take to close the loop on your consumer’s online-to-offline needs?
Here is a snapshot of many different touch-point channel opportunities. You should be able to quickly determine if you have a closed-loop strategy to meet more of the complex needs of today’s consumers–or not.
In short, are you thinking about all the ways your business can and should meet the expectations of tomorrow’s customers?
- Social Networking
- Widgets/Tools
- Vodcasts
- Natural Search Engines (eg. Google)
- RSS Feeds
- Print Advertising
- Portal Widgets/Tools
- Desktop Widgets/Tools
- Affiliates (non-dealer)
- All Brand Web sites
- Events
- Broadcast
- Video interview (eg. YouTube)
- Blogs
- Catalog
- Customer Service
- Direct one-to-one Emails
- Distributor/Dealer Events
- Marketing emails
- Forums
- Email to a Friend
- Dealer Websites
- Dealer Stores
- Mobile
- Podcasts
- POP
- PR
- Product Returns
- Product Exchanges
- Product or Service Warranties
- Online Personal Data
- Payment
- Balance Checking
- Order Tracking
- Account Management
- Wishlist Management
- Opt-in/Opt-out Management
- Password Recovery
- Gift Card Purchase/Redemption/Balance Checking
- Holiday/Gifting Logistics Related Capabilities
- Holiday Hold
- Delayed Shipping
- Ask a Question
- Take Customer Satisfaction Survey
- General Feedback
- Rush Shipping
- Gift Services
- Purchase an Item
- Purchase Item Using Catalog Number
- Edit a Wishlist
- Create a Wish List
- Delete an Account
- Edit an Account
- Create an Account
- Order Re-tracking
- Delete a Wishlist
- Send a Wishlist
- Purchase an Item from a Wishlist
- Opt-in for Emails
- Recover Password Again
- Opt-out for Catalog
- Opt-in for Catalog
- Product Reviews
- Complain about Service
*attribution to Twiss Interactive for this exhaustive list of touch points.
ANTIGENcy 