#Multichannel: it’s not what it used to be… | Econsultancy #marketing

Converting a consumer from a browser to a buyer no longer happens on a single channel, it happens across a multi-channel journey. And at each step of the way during this multi-channel journey you will have to make sure that:

  • You deliver what your customer is after at that stage of their user journey, whether this is  information or transactional capability.
  • The touchpoint is easy to access and easy to use.
  • The information you provide is accurate, consistent and relevant.
  • You provide enough arguments that will make the consumer want to use your touchpoint next in their multi-channel journey (and a little incentive such as a discount may just help).

Each touchpoint can fulfil certain customer needs as part of a multi-channel customer journey and as you roll out these touchpoints you need to be clear about what its roles are.

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i try to be ironic..
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