Data at the heart of the omnichannel challenge for SMEs and ETIs

This is called a paradox. according to one Opinion method study for the month of September 2021 The omnichannel ranks in the top 3 marketing priorities for SMEs/ETIs. However, only 1 in 4 of them admit to actually implementing this type of strategy, while 26% are still limited to a single-channel relationship.

While the Covid crisis has come home with force, where agility and data should be the alpha and omega of corporate digital strategy, this dissonance between rhetoric and facts presents a challenge. Lack of information about good supporters or lack of budget? Cautious about the complexity of such an approach? Tools that do not adapt well to the structure of SMEs? Depending on each company, the reasons can sometimes be multiple. One thing is for sure, that multichannel transformation presents real opportunities that would be wrong for SMEs/ETIs to deny themselves.

The interest of the universal channel should no longer be discussed

Digital disruption is permanent and constant in our consumer experiences. Traditionally, a company has segmented its customers according to the sales channel, often in stores or on their e-commerce site. This era is well and truly over. Now the customer can start searching for a generic product on Google, for example by typing “Men’s Sports Basketball” . After two hours, targeted advertising on social networks can encourage him to search for consumer opinions about a company he does not know that offers this type of product. The next day, the buying trip could take it to the store for testing, or lead to it being sold online. Meanwhile, that same consumer may be attracted to another brand by advertising“Pay” a selection of baskets sold by e-mail or to suggest a discount for the first order on social networks.

From this basic example, it is easy to see that a potential customer can go to a store, an e-commerce site and a social network at the same time… They can also find themselves in a marketplace, browsing an online application. Trade or bow to an offer while shopping direct. The multiplicity of touch points complicates the behavior of each purchase, so that each customer now has a specific path to each of his desires. To better influence every detail, which will or may not favor the purchase decision, the company can no longer approach its audience in a fragmented manner. Whether physical or digital, all channels must logically fit together and be interconnected to deliver a successful customer experience.

New Consumer Expectations

In parallel with these ever-increasing demands, customers are becoming more and more demanding. They no longer hesitate to constantly play the competition, scrutinize opinions and give them a product or a brand. These new components are reflected in the new outlook. They are looking for a consistent relationship across all mediums of brands through smoother experiences and ultra-private journeys. They no longer want to waste time and have this strange impression that they are treated as a homogeneous mass, which implies that the plurality of their needs will be denied.

Of course, the health crisis has accelerated this logic with the addition of new strategies. Previously seen almost as a military act, its consumption is better now becoming widespread while becoming more and more suspicious. Consumers need to be able to distinguish between simple genuine passenger lines of communication and societal obligations. To convince them, the company should communicate more transparently and promote more ethical and local sources. At these points, SMEs and investment institutions have a fundamental advantage over e-commerce giants who are often criticized for their green laundering. Due to their larger human size and remarkable territorial consolidation, they can easily establish such a close, honest, and authentic connection with their audiences.

Image credit: Skaze

“The end of the crisis has allowed the emergence of new opportunities for SMEs/vocational training institutions. Many sectors have rebounded by adopting more pragmatic communications, which is now a strong argument against large corporations. Some sectors were already starting to embrace this rigor of omnichannel, and neither Especially retail, which is a very general public sector, and fashion is a part of it.For their part, many niche sectors have not remained in apprehension of this crisis, and they have reacted well to open their communication and review their ambitions.For example, online training in B2B has become widespread The health sector became more democratic, while the food sector managed to recover from store closures. Finally, mortgage brands benefited from the wave of desire for a new life away from the big cities. They all also had to find multi-channel responses to new consumer demands and expectations”explain David Levy, CEO of Skaze.

Data, the end-to-end channel engine for SMEs/ETIs

according to one Study by the consulting firm Olivier Wyman Conducted in 2021, 52% of independent companies that combine both online and offline are growing compared to 39% of companies that operate offline only. For SME/ETI, omnichannel is not a fad, it is a tangible and accessible trading lever allowing inventory to be reduced and to be more efficient and profitable.

However, before you can take full advantage of these benefits, SME/ETI must be well supported and equipped with the right software tools in order to achieve two primary goals. the first ? To be able to collect, centralize and consolidate all the data collected in all its focal points. In the rapidly approaching post-third-party cookie era, it is imperative that the company learns as soon as possible to take advantage of its own data. However, the raw data has no actual value, it is then necessary, thanks to machine learning tools, to successfully transform it using modified parameters of business goals.

From there, SME/ETI will be able to achieve the second objective of its omnichannel policy. It is the ability to activate various marketing tools in real time from this valuable data. Targeting by market audience for sales period, by location for drive-to-store action, shopping hours, average basket by device… Good tracking and good data usage allows SMEs / ETI to be present in all phases of the customer journey in a dynamic and proactive manner.

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Image credit: Unsplash / Carlos Muza

Towards more humane and innovative advertising

SME/ETI companies have a critical advantage in an age when transparency and authenticity are paramount. Their larger human size allows them to bond more closely with their clients and be 360 ​​degrees in all of their activities.

“We are now entering the stage of iteration in advertising. Messages systematically become the same and strategies too. To break this fatigue, humanizing content and messages is, going forward, the best strategy to adopt in order to increase engagement and better unite their communities. Small businesses have become SME/ETI organizations are already more advanced at this point and the coming years will confirm this feature.New opportunities emerge for them with Web 3.0 (metaverse, NFT, cryptocurrency, etc.) which will drive new ad formats and new ways to communicate with users.This new influence will remove This impression is publicity and there will also be an opportunity to reinvent some levers by associating them with new technologies.David Levy comments.

As you will understand, omnichannel is now an essential strategy that is no longer the preserve of e-commerce giants and big accounts. This vision of the future, Skaze, has been defending for a few years. Established in 2016, this omnichannel trading desk supports SMEs/ETIs in this paradigm shift by providing technical, software and human support appropriate to the size of their structure.

For more information about Skaze, go to its dedicated tools page!

Skaze tool page

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