Why Omnichannel Campaigns Are a Holiday Must-Have

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Struggling to think of the perfect gifts for your friends and family this holiday season? While we don’t have advice on what your great aunt or second cousin third removed will want, we know exactly what you should get the marketer in your life this year: the gift of omnichannel marketing.

Let’s walk through why marketers looking to win the holiday season need omnichannel marketing, how it can benefit acquisition and retention year-round, and how Blueshift can help you on your path to more connected, coordinated marketing.

1. Gift getting will mostly be online and start sooner than expected

This year, due to in-person safety concerns and increased ease of online shopping, more consumers than ever before will be doing their holiday shopping online. Deloitte experts estimate ecommerce sales to surge by at least 25-35% this year. Additionally, the shopping sprees are being pushed earlier for 2020: Amazon’s Prime Day unofficially kicked off the holiday shopping season in October (previously held in July), countless businesses are rolling out pre-Black Friday specials, and Coresight Research’s surveying determined 1 in 3 consumers plan to start shopping earlier this year. Without the crutch of in-person shopping trips (we all spend more than anticipated when at Target, right?), many brands will need to bolster their online presence to not only reach their holiday goals but also keep up with surging demand for online experiences. Omnichannel marketing makes it easy to coordinate all of the different digital channels your customers will be frequenting this winter, as well as still looping in more traditional marketing efforts like in-store experiences and direct mail.


2. Holiday shoppers skate from channel to channel before purchasing

The majority of customers use more than four channels to make a single purchasing decision — and those four channels are different for each consumer, from physical mailers to email and even advertising. The marketing magic happens when you make the optimal selection of channels with cohesive, coordinated marketing wherever customers browse. AI can help marketers by providing a more targeted, efficient way to beef up your omnichannel strategy.

Predictive Channel Engagement Scores utilize AI to predict the best channels to reach each customer on for engagement. These scores are fed by:

  • Historic behavioral data
  • Catalog interactions
  • User demographics and lifetime attributes
  • Any additional information pertinent to your business

Each channel is scored from 0-100, with higher scores denoting a higher likelihood to engage with messages from that channel. Here are a few ways you could use these scores within Blueshift’s omnichannel journey builder:

  • Choose the preferred message channel(s) based on the individual’s channel engagement likelihood scores
  • Set up a multi-channel trigger which targets a customer in the decreasing order of their channel engagement scores
  • Set customer messaging limits based on channel engagement scores
  • Suppress a list of least likelihood customers to increase email engagement and increase IP reputation

Sound intriguing? We have more information on AI, and how easy it is to start using within your customer journeys, in our Ultimate Guide to AI Marketing.


3. Snowfall (and shopping) happens in flurries

Much like snowfall, rain, and other winter weather phenomena, shopping happens in flurries. Busy folks may only have a few precious moments while the kids are busy to play “Santa”, procrastinators will wait until the last moment, and in general human beings are prone to bursts of inspiration. The key to harnessing this holiday shopping energy is through timely messaging that is autonomous rather than manually set.

Not everyone’s bursts of online activity will come at the same time and you risk being lost in a storm of emails and messages if you simply send at popular times like 5 PM. Similar to Predictive Channel Engagement Scores, Send Time Optimization uses historic patterns to determine when exactly your customers will be ready to engage and convert. Learn more about how using both of these AI-powered features positively impacts marketing in the ROI of AI.