How customer data is driving omnichannel marketing

Personalize the customer experience and drive incremental sales growth with Lexer.

Omnichannel Customer Experience

What is a omnichannel customer experience

Your customers aren’t just in your retail stores or only browsing your ecommerce website. Instead, they are across omnichannel platforms, interacting with your brand both online and offline. To survive and thrive as a retailer in the current age of retail, you must focus on creating a omnichannel customer journey that is effective at engaging and satisfying your customers.

Omnichannel can be simply defined as a form of retail experience that crosses a number of different mediums. One omnichannel customer experience example would be to connect purchasing history for both your ecommerce and retail store customers. More commonly, retailers will take a omnichannel approach to their loyalty program, allowing customers to track their rewards points regardless if they’re purchasing online, in-store, or through social media.

Your customers desire omnichannel experiences as they make their purchasing process seamless. For example, a customer can visit your retail store, try out products, then later purchase those same products online in the size that fits them perfectly.

Some retailers confuse omnichannel vs multichannel as the same, however, they couldn’t be more different. While a multichannel customer experience will still include multiple platforms and mediums, these channels aren’t connected. Omnichannel customer experiences will breakdown the barriers dividing these siloed experiences, connecting them so that customers can enjoy an effortless purchasing experience.

Benefits of omnichannel customer experiences

Why do customer experiences matter? Well, when your customers feel satisfied with their experience they’re more likely to return and buy again. Taking a omnichannel approach to your customer experience can help you create the kind of seamless and satisfying experiences that your customers are after.

Craft a flawless customer experience

Your customers long for flawless experiences, and with so many alternative brands to choose from it is essential to rely on a omnichannel competitive advantage. Linking all of your customer interactions across platforms and mediums can create a phenomenal experience that your customers will sit up and notice. Through these seamless experiences you’ll realize the omnichannel customer experience benefits that come from an audience of dedicated and loyal customers.

Deliver high accessibility

The easier it is for your customers to purchase from you, the more likely they are to stick around with your brand. By connecting your purchasing experience across web, in-person, and even social media you can deliver high-end accessibility to your customers. For example, when your customers are in-store, there is no guarantee that they’ll buy right away. However, when you connect your purchasing platforms your customers can be re-targeted to purchase that same product online that they saw in-store.

Drive retention rates and sales

When you connect your customer experiences across platforms you reap the benefits of omnichannel customer engagement. Instead of targeting customers in just one channel, you’ll be engaging with potential customers across multiple mediums. The results of these efforts can directly translate to an increase in retention rates and sales, helping retailers improve marketing performance and grow their business.

Improve customer satisfaction

A customer who has an engaging and seamless purchasing experience is going to be a satisfied customer—it’s as simple as that. It’s been shown that 63% of customers will fall in love with a brand just because they’ve delivered great service. These satisfied customers deliver substantial long-term value to your brand and you can drive this satisfaction by providing engaging omnichannel experiences. This means, focusing on customer satisfaction regardless of how they interact with your brand whether that be via email, your website, in-store, or social media.

How to improve your omnichannel customer experience

You may be wondering how to improve omnichannel customer experiences? Well, there are many ways to get started, and the specific actions you take can vary depending on what you’ve already established. For this reason, your first step should be to deeply evaluate your existing customer journey, while also keeping a keen eye on potential weak spots or gaps in connectivity. You want to create an interconnected experience that not only works for your customers but satisfies their every need.

Once you’ve evaluated your existing customer journey, personalize the experience wherever possible. Whether you’re focusing on your omnichannel ecommerce strategy, or are centering your efforts for in-store retail, you’ll want your customers to feel catered to on a individual level. Personalization is key in the modern age of retail, and businesses who manage to deliver engaging personalized experiences benefit from a base of loyal high-value customers.

Even after you’ve deployed your omnichannel customer experience your customers will have questions. Fortunately, you can ensure that your customers feel heard by establishing mobile and social media customer support. Your customers will understand when things go wrong, especially in the early stages of deployment, however, if you don’t provide a channel for them to communicate these errors and concerns you run the risk of losing them.

Another effective way to blend online and offline channels is to give your customers access to a display of live in-store inventories. Pulling off this omnichannel strategy requires that you synchronize with your in-store retail team so that you can ensure these live inventories are accurate and up to date. Having live inventories can help your customers avoid feeling disappointed when they visit you in-store to purchase a product, which as a result can improve their overall satisfaction.

Omnichannel customer experience platforms

Whether you’re looking to enhance your existing omnichannel experience or are hoping to start from scratch you should have omnichannel solutions that aid in your efforts. Omnichannel ecommerce platforms can assist you in collecting adequate data on your customers and using that data to inform your marketing and engagement strategies.

There are a number of omnichannel experience platforms to choose from, however, Customer Data and Experience Platforms (CDXPs) are the solutions of choice for retailers. CDXPs act as a unified platform for you to view all of your customer interactions across channels. CDXPs like Lexer integrate with a wide range of social media platforms allowing you to add social connections to your growing customer database. Lexer’s CDXP helps you fully utilize your customer data so that you can create omnichannel customer experiences that engage and satisfy.

Click here to learn the top 15 reasons customers choose Lexer as their preferred CDP partner and vendor.

Related Articles

📄 Customer Data Platform (CDP)

📄 Retail Data Management

📄 Digital Transformation in Retail

📄 Customer Intelligence Platform

📄 Retail Clienteling Software

📄 Customer Data Platform Architecture

📄 Customer Segmentation in Retail

📄 Clienteling in Retail

📄 Customer Loyalty Strategies

📄 Retail Data Systems

📄 Customer Experience in Retail

📄 Customer Insight Tools

Combine and enrich your data

Integrate years of transactional and profile data from any system to create a clean, consistent, de-duplicated record of every customer.

Make better, insight-driven decisions

Discover opportunities to improve the customer experience with advanced segmentation, intelligent metrics, and predictive analytics tools.

Orchestrate relevant experiences

Engage customers with personalized, omnichannel campaigns by seamlessly warehousing, syncing, or activating your data in any platform.

Master your data in weeks

The Lexer Customer Data Platform serves as your all-in-one hub for insight-driven marketing, sales, and service. With an enriched single customer view, maintained in real-time and accessible across all platforms, you can genuinely engage customers and drive profitable growth.
get started

Our Clients

Client logos as of March 2024 - mobile
Client logos as of March 2024 - desktop

Our testimonials

"The Lexer team really takes the time to understand our business, goals, and challenges, and works with us with that in mind - it's not a one size fits all approach, which we really appreciate."
Rafaelle Champagne
eCommerce & Performance Marketing Manager at Blue Bungalow
“The Lexer CDP is integral to everyone’s role, not only marketing. Everyone uses it to gain their own insights. It’s very simple to use."
Mariano Favio
Head of Marketing at Vinomofo
"The platform is very insightful to explore data about our customers, and the follow up with the Lexer team each week makes it easy to clearly highlight key priorities and recommendations."
Catherine Phuong
CRM Associate Manager at Pierre Fabre
"The Lexer team is incredibly engaged. Whether supporting us on a daily basis, partaking in strategic planning or coming up with original campaign ideas. Simply a pleasure to work with."
Jan-Willem Driessen
Former VP of Global Marketing & DTC at Black Diamond
"The CDP rollout was 13 weeks from zero to go live. In a few weeks, Lexer provided TGV with a unified customer view across all platforms."
Mohit Bhargava
Chief Marketing Officer at TGV Cinemas
"The CDP is solving multiple things for me at the same time. I'm going to know where my customers live, how they transact, what their interests are in my collection."
Jeremy Hale
President of Mountain Khakis
"With Lexer’s Serve product, we’ve been able to provide a tool to better enable our staff, and ultimately allow them to deliver excellent service through additional insights."
Paul Burdekin
"Lexer's ability to collect and aggregate key data is remarkable. But what is more remarkable is how it can integrate with other systems to then make that data immediately useful."
Wes Lawson
Consumer and Community Engagement Manager
"Being able to deduce customer habits and understand what's motivating them has been key for us."
Simon Burnett
General Manager, Marketing ANZ at Harris Scarfe
"Lexer as a CDP has enabled the unification and humanisation of our customer data from many disparate sources."
Ben Murphy
Digital Marketing Manager at Village Entertainment
"The connection and input of data were vast. Lexer is relatively easy to onboard and connect—you don’t need to be a massive tech head to use it."
Sam Hopgood
Digital Marketing Manager at Rip Curl
"Lexer quickly passed the integration test with our tech stack of Klaviyo, Attentive, and Shopify - and we were soon on our way to insights."
Alin Wagner
Head of Marketing & Ecommerce at Alembika

Lexer is the only CDP built specifically for retail.

Use the calendar below to book a demo of Lexer’s platform.