Customers don’t care about channels. A brand is a whole entity to customers. Take Walmart for example: they are not Walmart-on-mobile, Walmart-on-web, Walmart-in-real-life. They are simply Walmart. This is why you have to present a coherent and consistent experience across all your channels.
To be able to do this, you need to share your data across channels seamlessly. Mobile is relatively new to the customer experience, and so the rest of your marketing systems can often be disconnected from it.
However customers spend a huge amount of time on mobile, so you have to ensure that data gathered on mobile is used to enrich your other channels, as well as vice versa.
The solution is not one globo-system. These cannot deliver the bespoke native experience that customers love, and now expect. Instead you need to build dynamic data connectors between mobile and your existing enterprise systems.
Customers move fast, and your business must be up to date. If someone puts an item into their cart on mobile, and then completes it online at a later date, your mobile marketing platform needs to know that happened.
For instance, any allusion to sophistication would be lost if push notification was sent to a user trying to sell an item they have already purchased. Instead send a useful service message confirming the user’s order has been dispatched.
Use mobile in conjunction with real-world retail to join up experiences. Send a customer satisfaction survey on mobile to someone who has just left your branch, for instance, asking them about their in-store experience.
The above is a great example of how another part of the business can inform and enrich mobile in an immediate and effective way.
Take another example, a customer withdraws cash from an ATM and triggers a push notification on mobile warning them that their balance is now below $100.
Or for desktop, if a user places a product in their checkout, the mobile system should be identified about this so that the user can be targeted on mobile.
Mobile has the ability to inform the rest of the business as well. This works particularly well with email, which can be delivered in response to pretty much any action on the mobile app.
For instance, send a welcome email after a customer completes a registration process in the app, or a follow up email when a mobile customer abandons a purchase in the app.
Swrve enables you to export mobile data for ad retargeting campaigns. This adds a further level of contextuality, based on what users have done in-app, to your seamless multichannel experience.