How Brands can Build a Unified Online and Offline Strategy for a Bolstered Market Presence
How Brands can Build a Unified Online and Offline Strategy for a Bolstered Market Presence

In today’s day and age, customer journeys have transformed beyond recognition in light of technological advancements in the retail space. As user preferences and expectations evolve, brands must unify their online and offline strategies to create a strong brand footprint. From presenting a consistent brand experience across all channels to enabling online and offline purchasing options, brands must ensure that customers have access to information about the product and the actual product within minutes. That said, here are some valuable tips for brands that can help them cement their cross-medium footprint:

Establish a Meaningful Relationship with Retailers

Maintaining positive relationships with retailers is as vital to brands as marketing their products to end consumers. Why? Because when retailers win, brands win. Retailers are the last mile between brands and end-consumers which puts retailers in a unique position to offer them an experience that is in line with your brand’s ideals. Thus, brands must go the extra mile to understand the goals and objectives of retailers as well. By integrating trust, communication, and respect into the relationship, both brands and retailers will be able to reach their overarching goals.

Be Omnipresent 

As mentioned above, customer journeys are now completely different than they were just a few years ago. Today’s consumer shopping behavior is fractured. They may see a product on offline store shelves and wish to buy it online once they get home. On the flip side, they may find a suitable product online and go to the physical store to check it out themselves before buying it. In such a scenario, the best bet for a brand is to be omnipresent and exist wherever its customers exist. Aligning marketing and sales strategies with consumer expectations, and revisiting these parameters periodically, can help brands hit that sweet spot where they have top-of-mind recall and effortless conversion.

READ MORE: Speeding Up Retail with Omnichannel Deliveries

Consistent Promotions and Visibility 

Today, consumers want complete honesty, accurate information, and a unique, meaningful connection with their brands. This calls for a careful look at online and offline promotions and visibility – be it through TV ads, print ads, email promotions, social media marketing, or influencer marketing. Consistency in messaging and appearance can help brands achieve lasting consumer trust. Unified messaging across the board will also pique consumer intrigue and lead to a broader consumer base.  

Market Visits are Important 

When operating online, brands can get rich insights into consumer behavior and preferences thanks to data collection and analysis. In the offline world, acquiring such critical consumer information can only be made possible through on-ground intelligence gained through market visits. Regular visits to the actual retail stores will help brands understand how consumers interact with their brand. During these visits, they can also enrich the consumer experience by taking feedback from consumers and integrating it into your strategy. Finally, such visits will help the brand take stock of their segmentation and targeting, so they can make adjustments based on the end-users who are opting for their products.

Online and Offline are the Same! 

While this may seem like an outrageous statement – it’s true to quite an extent. 

There are more similarities than differences in online and offline purchases. The consumer is the same, the questions, queries, and objectives remain the same. We can get a lot of insight into how to optimize an online purchase by just closely studying offline purchases. Be it product information, cost comparisons, or just studying packaging, the objectives of the consumer remain similar at least for the first purchase. On repeats again, placement, promos and offers, and the range that is visible remain common across offline and online. 

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