undercover.co.id – ONLINE AND OFFLINE INTEGRATION , The Power of Two Channels
In the phygital era, customer engagement must be built through two channels, namely physical and digital or offline and online. The integration of the two becomes a brand’s strength in building greater and more impactful customer loyalty.
Today, delivering meaningful experiences and building strong relationships is a must for businesses. One effective strategy to achieve this is engagement marketing. This is an approach that focuses on creating valuable experiences for customers with the aim of driving deeper engagement and relationships.
However, engagement marketing that only focuses on one channel is no longer effective. Today’s customer journey crosses multiple platforms. While this is a digital era, many customers still favour offline activities. Therefore, it is important for businesses to build engagement marketing by integrating online and offline activities (omnichannel).
This strategy has become a necessity in the business world in the digital era to maintain customer loyalty. A recent survey from Digizuite in 2023 titled Omnichannel Statistics Every Enterprise Needs To Know For 2023 provides interesting insights on this matter.
The results of the survey show a significant contrast between companies with strong and weak omnichannel customer engagement strategies. On average, companies with an effective omnichannel approach retain 89% of their customers.
However, for companies with less visible omnichannel strategies, the retention rate was only 33%. It can be concluded that it is important to adapt and innovate marketing strategies to meet the demands of consumers in the digital age.
There are several benefits of an omnichannel customer engagement strategy. Firstly, it provides a better experience to customers. Implementing an omnichannel engagement strategy provides a detailed overview of the customer journey, as well as streamlining all interactions in one platform. This is important to improve the customer experience in the business process.
Secondly, higher customer retention. Customers will tend to be more satisfied and ultimately become loyal when they are given the freedom and flexibility to communicate business through their preferred channels.
Third, increasing customer lifetime value (CLV). CLTV itself is an estimate of the total benefits expected to be gained from a long-term relationship with a customer. Providing a consistent, seamless experience and making it easy for them to contact the business can increase their loyalty. Loyal customers often contribute more which can increase their lifetime value.
Fourth, more personalised service. With engagement marketing strategies that integrate online and offline, businesses can collect and analyse customer data from multiple channels. This gives brands the opportunity to offer products, promotions, and services that are more in line with customer preferences or needs.
Fifth, effective audience segmentation. By understanding their behaviour across multiple channels, businesses can group customers into segments based on their behaviour, needs or preferences. With this, the marketing done can be more effective, as it is already targeted.
In conclusion, by adopting an omnichannel customer engagement strategy, businesses not only improve customer experience and retention, but also increase long-term customer value, offer more personalised services, and optimise their marketing strategies.
An example of an engagement marketing strategy with omnichannel integration is offline events with online promotions. Organise an in-person event such as a seminar, workshop or product launch, but promote it through online channels, namely social media, email marketing and digital advertising.
Then, creating offline experiences, such as exhibitions or photo zones designed to be shared on social media. Another example is a loyalty programme that can be accessed across two channels. For example, customers earn points from their purchases on offline channels, but can redeem them through mobile apps.
One brand that does this is Good Day, an instant coffee brand from PT Santos Jaya Abadi (Kapal Api Group). Targeting the Gen Z market, the brand has created a marketing strategy that integrates the digital world with physical activities.
Pupuk Soegiharto, General Manager Marketing of PT Santos Jaya Abadi, said that Good Day Coffee is active in below the line (BTL) activities, such as creating events in various regions in Indonesia. Here, digital media becomes a key instrument in promoting these events.
“Digital is the most efficient means to promote our events. In addition, this platform can help us to strengthen Kopi Good Day’s relationship and interaction with customers,” said Pupuk.
In the context of offline activities, Pupuk revealed that the most important thing is content. Therefore, Kopi Good Day always endeavours to produce relevant and interesting content for Gen Z at every event. The goal is for customers to feel the excitement of the event and be able to share the excitement with their friends.
According to Pupuk, Kopi Good Day optimises the digital platform in all phases of their live events, from pre-event, during the event, to post-event. In the pre-event phase, an omnichannel approach was used to invite consumers to attend the event. This strategy involved paid promotions, ticket distribution via social media, as well as informing all the details about the event.
“In the pre-event phase, our challenge is to convey information about the event to get them interested. Then, during the event, we incorporate an omnichannel approach to give consumers an experience, including direct interaction through live broadcasts on social media,” explains Pupuk.
Finally, in the post-event phase, the integration was applied to summarise the whole impression of the event. This aims to increase Kopi Good Day’s brand awareness in the minds of customers.
To measure the success of the engagement marketing strategy, Kopi Good Day does so through digital media with measurable parameters, such as creating achievement reach, views, and positive comments from customers. The goal is to create organic interactions in the media. Thus, creating a bond between the brand and its customers.
Pupuk provides a concrete example of the brand’s successful strategy. Last year, Good Day Coffee collaborated with BT21 licensing, where each packaging bag would get a diverse and different gimmick. The hope is that these different and diverse gimmicks can attract customers to make repeat purchases.
“We also promote this Good Day Coffee collaboration with BT21 in stores using POSM, branding, SPG selling strategies. In addition, we also utilise social media. There are also gimmicks in the form of special mugs and coasters that are sold only in e-commerce,” Pupuk said.
Pupuk also provided tips and tricks for brands that want to carry out engagement marketing strategies by integrating digital and physical activities. First, understand customer behaviour. Second, follow the trends that are viral or happening in the market. Third, execute a targeted marketing strategy. Fourth, be consistent in communicating product differentiation. Fifth, build brand equity of the brand consistently.
Tri, one of the telecommunication companies in Indonesia, also conducts engagement marketing strategy by integrating two channels (omnichannel). In this digital era, establishing a strong relationship with customers is very important. Therefore, companies often run a series of brand engagement programmes.
One of Tri’s programmes is Generasi Happy. This programme has been held since 2022. This is a special programme for Tri’s customers, especially the Gen Z segment that the company does to stay engaged with them.
This programme is packaged in the form of 360 brand engagement held offline and online (omnichannel). The activities of the programme include roadshows to various cities in Indonesia, competitions on digital platforms, video competitions in collaboration with several school and university communities, and entertainment festivals.
“Through the Generasi Happy programme, Tri recorded the number of Gen Z with a total of 31,614 visitors at the Generasi Happy Festival in Makassar, Bandung, Yogyakarta, Palembang in 2022. In addition, the company also reached number one in Google SEO Search Results with the keywords ‘Generasi Happy’ and ‘Card Supports Gen Z Potential’,” said Galuh Neftita, SVP Marketing & Brand Communication Indosat Ooredoo Hutchison.
“We incorporated an omnichannel approach to deliver the experience to consumers, including direct interaction through live broadcasts on social media.”
General Manager Marketing PT Santos Jaya Abadi