Multichannel Selling Strategies

Every consumer brand today understands that to grow and scale profitably, they have to be omnichannel. Simply because their consumers are. Whether it is commerce or content consumption, consumers are doing it across channels seamlessly. Research offline, buy online, and vice versa is extremely common For example- 70% of consumer durables/electronics research begins online, but 70% sales are still offline. The keyword searches for many categories on Amazon/Google is only a small % of actual sales happening online. Same for youtube views on product review videos And now, with the advent of Quick-com, there are categories like beauty, general merchandise where research/discovery is happening on Nykaa/Amazon/Google/offline and purchase on Q-com For brands which have both D2C websites and EBOs, the best/highest converting footfall in the EBOs are actually people who have visited and researched the products on the website But despite understanding all of these, most consumer brands fail miserably when it comes to being truly omni-channel. So, if you are looking to scale across channels successfully, here are some must-dos across 4 heads a) Organization Structure & KPIs : Traditional structures simply won’t work if you are trying to build omnichannel. Most often we see different sales heads for different channel. We also see independent teams for e-commerce/modern trade resulting in internal competition for same consumer and often conflicting promotions And as a result channel conflict emerges from different margins across channels, Separate targets and KPIs and separate marketing budgets by channel Even for many new age brands who have a good D2C business and have newly opened EBOs, there are no synergies. The team that drives D2C has absolutely no incentive to drive relevant consumers to EBOs. In fact I will not be surprised if D2C teams in these companies will hide/remove the store locator to improve site conversions as that is what they are incentivized for The first way to solve it is to structurally remove silos and align incentives. Incentives drive behaviour. Have common joint goals and KPIs. At Atomberg, the growth team which drives e-commerce demand is also responsible for generating searches on Google and Youtube as this has highest correlation with offline demand. They are also responsible for generating leads that can be forwarded to the local teams. They are also responsible for driving footfalls to our marquee MBOs using the store locator. And all of these at a city level and a state level. So, in addition to channel wise targets at a national level, there are region wise targets for all channels combined which is of equal importance for the growth team The link to the complete post is in the first comment. It covers technology, product portfolio and pricing/promotions must dos for an omnichannel brand Do read

Demand forecasting errors silently bleed profits and cash. This document shows 7 red flags in demand forecasting and how to fix them: 1️⃣ Over-reliance on historical data ↳ How to fix: incorporate external data like market trends, competitor activity, and consumer sentiment to enrich forecasts 2️⃣ Ignoring promotions and discounts ↳ How to fix: build a promotions-adjusted forecasting model, considering historical uplift from similar campaigns 3️⃣ Forgetting cannibalization effects ↳ How to fix: model cannibalization effects to adjust forecasts for existing products 4️⃣ One-size-fits-all forecasting method ↳ How to fix: use demand segmentation (for example, high variability vs. stable demand); do not treat all SKUs equally 5️⃣ Not monitoring forecast accuracy ↳ How to Fix: track metrics like MAPE, WMAPE, bias, to improve over time 6️⃣ High forecast error with no accountability ↳ How to fix: tie accountability to S&OP (sales and operations) meetings 7️⃣ Past sales (instead of demand) consideration ↳ How to fix: make the initial predictions based on the unconstrained demand; not on sales that are impacted by cuts and out of stock situations Any others to add?

🕹️🎮🛍️”The Consumer #Metaverse is here and it’s Working! “- Walmart Head of Immersive Commerce. Walmart-Unity Partnership: Rather than build a metaverse mall that could be a ghost town,Walmart has partnered with Unity to integrate immersive commerce into games and apps. (over 3 billion gamers! ) This allows players to buy Walmart physical goods directly within games. #Commerce Integration in #Gaming: This integration enables creators to sell physical items in 3D experiences across more than 20 gaming and interactive platforms. It represents a new monetization channel for developers and connects customers’ virtual and physical lifestyles. Developers can access Walmart’s Unity SDK to facilitate immersive commerce integration in their projects. This SDK makes it easier for developers to add Walmart’s commerce application programming interfaces (APIs) to their games. 💡Over the next year, they will test a variety of experiences in virtual worlds that connect to commerce at stores and vice versa. In fact, they have already begun. Example : Earlier this year, they teamed up with game developer FUN-GI on House Flip, a mobile game available on iOS or Android, that allows players to renovate and sell virtual homes. They initially started with the ability for players to virtually test certain Glidden paint colors sold at Walmart, generating more than 12 million impressions for the Glidden brand over the first six months. This month, they will introduce the ability to purchase physical items contextually and natively in the game — either the same ones you use to decorate your virtual house or ones you discover while playing the game — using your Walmart account without leaving the virtual world. They are also adding new décor items from Mainstays and Better Homes and Gardens in the Walmart in-game landmark that players can browse and purchase.👇 #technology #innovation #future #digitaltransformation #retail #customerexperience #marketing #linkedin #brandbuilding #metaverse

I am tired of hearing about sales and marketing alignment. It's an outdated narrative. Here's why: Consider this: Buyers are typically 57% to 80% of the way through their buying process (depending on which study you consult) before they even raise their hands to engage with sales. This statistic alone underscores a critical reality: The Silent Killer in Sales: Overestimating Salesperson Influence Many executive teams believe their sales heroes can close any deal, but here's the reality: Salespeople are closers, not magicians. 🪄 The concept of "alignment" implies separate entities that need to be brought together. In today's complex buying environment, this siloed approach is obsolete. Modern businesses require a seamlessly integrated revenue generation system where sales and marketing function as one cohesive unit. Strong marketing, clear value propositions, and a frictionless buying journey are crucial for success. Think of it like football - Sales is your star running back, but they need a solid offensive line (Marketing) to create opportunities long before the final play. Here's the shift we need: From siloed functions to a collaborative team environment: • Break down walls between Sales & Marketing • Work together on buyer personas, messaging, and content throughout the entire buying journey • Invest in both sides: Equip teams with necessary tools and shared metrics From "closing the deal" to "creating a winning customer experience": 👉🏽 Optimize the entire customer journey: Every touchpoint matters, especially early-stage interactions ️ 👉🏽 Focus on providing value from initial marketing outreach through to ongoing support The benefits of this integrated approach: 👉🏽 Shorter sales cycles: Well-nurtured leads convert faster 👉🏽Higher customer lifetime value: A seamless experience fosters loyalty 👉🏽 Boosted employee morale: When everyone's on the same team, magic happens Let's move beyond "alignment" and embrace true integration. Sales and Marketing are different positions on the same field, working in unison to drive revenue and achieve championship-level results in today's buyer-driven landscape. #sales #b2b #marketing #culture #customerexperience #leadership

If more of your store sales start on TikTok lately, you might wanna read this. 𝘛𝘩𝘦 𝘴𝘢𝘭𝘦 𝘪𝘴 𝘥𝘦𝘤𝘪𝘥𝘦𝘥 𝘣𝘦𝘧𝘰𝘳𝘦 𝘺𝘰𝘶𝘳 𝘤𝘶𝘴𝘵𝘰𝘮𝘦𝘳 𝘦𝘷𝘦𝘯 𝘦𝘯𝘵𝘦𝘳𝘴 𝘺𝘰𝘶𝘳 𝘴𝘵𝘰𝘳𝘦. The checkout happens in-store. But the sale happens everywhere else. Here's the reality: This year 60%+, and in 2027, 70% of retail sales will be digitally influenced. I can't emphasize this enough; here's what most brands miss—digital influence isn't just about online sales. It's about shaping every moment before the customer even walks into your store. L'Oréal cracked this code: 100M+ AR try-on sessions driving real conversions. 31 brands orchestrating seamless experiences across 72 countries. No.1 in beauty influencer marketing (29% market share), 20-80% higher conversion rates through enhanced digital experiences. The new customer journey isn't linear—it's layered: - They discover you on social - Research you through reviews and UGC - Try your product virtually through AR - Get retargeted with personalized content - Finally purchase in-store (feeling confident they're making the right choice) Every touchpoint matters, and every interaction influences the final decision. The brands winning today aren't just selling products—they're orchestrating experiences across owned, paid, and earned media that guide customers from curiosity to checkout. Digital discovery is increasingly pay-to-play and shoppers are paying attention. ++ Tactical Recommendations for CPG / FMCG Brands ++ 1. Beyond just having perfect, high SOV product pages, create discovery ecosystems. - Optimize for "zero-moment-of-truth" searches. - Activate shoppable content at scale. - Leverage user-generated content as social proof. Brands that do these see a 35% higher conversion rate from digital touchpoints to in-store purchases. 2. Connect digital engagement directly to retail execution. - Geo-target digital campaigns to drive foot traffic - Create "store-specific" digital content CPG brands using geo-targeted social ads see a 23% higher in-store sales lift in targeted markets. 3. Most important one; stop flying blind—measure digital influence on offline sales. - Implement unique promo codes for each digital touchpoint to track conversion paths. - Use customer surveys at point of purchase. - Partner with retailers on shared data insights Brands with proper attribution see 15-25% improvement in marketing ROI within 12 months. 𝗧𝗼 𝗮𝗰𝗰𝗲𝘀𝘀 𝗮𝗹𝗹 𝗼𝘂𝗿 𝗶𝗻𝘀𝗶𝗴𝗵𝘁𝘀 𝗳𝗼𝗹𝗹𝗼𝘄 ecommert® 𝗮𝗻𝗱 𝗷𝗼𝗶𝗻 𝟭𝟰,𝟲𝟬𝟬+ 𝗖𝗣𝗚, 𝗿𝗲𝘁𝗮𝗶𝗹, 𝗮𝗻𝗱 𝗠𝗮𝗿𝗧𝗲𝗰𝗵 𝗲𝘅𝗲𝗰𝘂𝘁𝗶𝘃𝗲𝘀 𝘄𝗵𝗼 𝘀𝘂𝗯𝘀𝗰𝗿𝗶𝗯𝗲𝗱 𝘁𝗼 𝗲𝗰𝗼𝗺𝗺𝗲𝗿𝘁® : 𝗖𝗣𝗚 𝗗𝗶𝗴𝗶𝘁𝗮𝗹 𝗚𝗿𝗼𝘄𝘁𝗵 𝗻𝗲𝘄𝘀𝗹𝗲𝘁𝘁𝗲𝗿. #CPG #FMCG #AI #ecommerce Procter & Gamble PepsiCo Unilever The Coca-Cola Company Nestlé Mondelēz International Kraft Heinz Ferrero Mars Colgate-Palmolive Henkel Bayer Haleon Kenvue The HEINEKEN Company Carlsberg Group Philips Samsung Electronics Panasonic North America

Forget the whispers of the mall's demise. Shoppers are returning with a vengeance, breathing new life into these retail giants. Globally, over 175,000 malls hum with activity, with nearly 1,000 new malls opening their doors in the past five years alone. That translates to millions of visitors every day, their footsteps echoing through corridors once feared silent. But amidst this resurgence, a crucial question emerges: can malls adapt to the data-driven future and truly thrive in the face of evolving consumer preferences? However, simply relying on nostalgia won't guarantee success. The data-driven imperative remains stronger than ever. Malls are sitting on a goldmine of information: tenant lease management systems, connected point-of-sale data, shopper loyalty programs, parking garage data, and footfall trackers. Integrating these disparate data streams into a unified platform unlocks a world of possibilities: Shoppers: A Tapestry of Needs: 1. The Family Outing 2. The Leisure Seeker 3. The Grab-and-Go Guru 4. The Treasure Hunter Tenants: The Struggle for Visibility: Brick-and-mortar stores battle against online giants, vying for shopper attention. Their challenges include: Standing Out: Blending into the homogenous landscape, they struggle to attract foot traffic. Understanding Customers: Limited data insights hinder their ability to tailor offerings and promotions. Maximizing Sales Potential: Inefficient inventory management and unclear pricing strategies lead to missed opportunities. Data: The Untapped Goldmine: Imagine a connected brain – a central platform ingesting data from Tenant Lease Management Systems, Connected Point-of-Sale Systems, Shopper Loyalty Programs, Parking Garage Data ,Footfall Trackers. This data symphony can unlock a world of possibilities: 1. Personalized Shopping Experiences 2. Dynamic Mall Layouts 3. Smart Inventory Management 4. Engaging Events and Activities 5. Seamless Omnichannel Experience The Road Ahead: The mall's future hinges on its ability to embrace data as its guiding light. By understanding shopper behavior, tenant performance, and operational inefficiencies, malls can transform into vibrant communities, not just retail spaces. This data-driven metamorphosis will require collaboration between mall operators, tenants, and technology providers. Only then can the mall emerge from the data desert, blossoming into an oasis that caters to the diverse needs of shoppers and thrives in the face of evolving retail trends. #Foundersjourney #retail #experientialretail #datadriven #brickandmortar #retailreinvention #omnichannelretail #retailmarketing #inventorymanagement #futureofretail #innovation #malls #shoppingexperience

The best marketing doesn’t look like marketing—it looks like excitement. This ₹19 lakh crore retail brand’s Delhi launch proved that when you design for shareability, customers become your biggest promoters-for free. Here’s what they did         Marketing today isn’t just about showing up—it’s about creating an experience that people want to talk about, both offline and online. Some of the most impactful campaigns start in the physical world before making waves in the digital space. Take IKEA’s Delhi launch, for example. Instead of relying solely on online ads, they built anticipation through a well-thought-out offline strategy that naturally sparked online conversations. I've observed these key elements in IKEA's strategy: 📍 Billboards that made people stop and wonder: They billboards were placed in Connaught Place and Cyber Hub, Also, they were featured countdowns and cryptic teasers, which builds the curiosity and excitement before the launch. 📍 A store made for the ‘Gram: Also, they designed a Life-sized IKEA shopping bags, cozy room setups, and interactive spaces which changed the store into a photo-worthy experience, encouraging visitors to snap, share, and spread the buzz. 📍 Early access that sparked FOMO: Influencers, journalists, and early visitors got a first look, and they sharied their excitement online and making everyone else wish they were there. 📍 Experiences worth talking about: From a Swedish café to live product demos, every detail was designed to make customers the brand’s biggest promoters—naturally. 📍 A seamless offline-to-online journey: QR codes on billboards and in-store displays made it easy to explore products, shop online, and stay connected—blending the physical and digital experience effortlessly. I believe the most valuable insight from IKEA's approach is that effective marketing doesn't require choosing between traditional and digital channels. The magic happens when you understand how they complement each other. Which recent store opening in your city created genuine excitement both offline and online? 

Curious about how I’ve been leveraging the latest digital marketing changes to drive success for my clients?👇 As we move into 2024, I see the digital marketing landscape undergoing significant transformations. Here are some key trends that businesses need to watch out for: 1. AI-Enabled Chatbots: Having AI-enabled chatbots on websites is revolutionizing customer service. Many American companies, such as H&M and Bank of America, leverage AI like ChatGPT to provide users with a seamless experience. I recently implemented ChatGPT-based chatbots for one of my clients, resulting in a significant improvement in customer satisfaction and conversion rates by offering instant, personalized responses around the clock. 2. Voice Search Optimization: With the rise of smart speakers, optimizing for voice search is paramount. By focusing on natural language processing and long-tail keywords, I helped an e-commerce client optimize for voice search, leading to a substantial increase in voice search-driven traffic. For example, Domino's Pizza saw a 5% increase in orders through voice search optimization. 3. Personalized Marketing Strategies: Today’s consumers demand bespoke experiences. I always use data-driven insights to craft highly targeted campaigns. For instance, analyzing customer behavior for a B2B client allowed me to develop a personalized email marketing strategy that resulted in a marked increase in engagement and lead generation. Amazon's recommendation engine, which uses personalized marketing, accounts for 35% of its sales. 4. CGI Integration: CGI is becoming increasingly important in digital marketing. I have catered to numerous clients seeking high-quality CGI for their campaigns. By leveraging cutting-edge CGI technology, I help brands create visually stunning and immersive ads that captivate their audience. Companies like Audi and BMW have seen significant engagement increases by incorporating CGI in their marketing. 5. Social Commerce: Social media platforms are evolving into comprehensive shopping destinations. Features like Instagram Shops and Facebook Marketplace are pivotal in driving sales. I assisted one of my clients in setting up and optimizing their Instagram Shop, resulting in a significant increase in social media-driven sales and customer engagement. Brands like Nike and Zara have successfully utilized social commerce to boost their online sales. #DigitalMarketingTrends #MarketingInnovation #BusinessGrowth

Growth isn’t just “do more” It’s knowing what to do in the right order Marketing, CRO, pricing, retention, logistics, ads… With limited time and team bandwidth, even good ideas can turn into bad decisions if done too soon or in the wrong sequence. So we mapped out The E-commerce Growth Roadmap. A clear, actionable view of what to fix, improve, and scale, and when. Here’s how it works: Level 1: Fix critical leaks You’re not growing yet. You’re stopping the bleeding. Level 2: Monetize what you already have Once the basics are stable, extract more value per transaction. Level 3: Build retention and repeat value Now make customers come back and spend again. Level 4: Tune pricing and upsells Your economics are clear. Time to pull smart strategic levers. Level 5: Scale the validated model Now you’re ready for top-line growth responsibly. 📌 Save this. Share with your team. Use it as a roadmap for your next growth sprint. Do you agree with this framework and sequence?

50% of shoppers never add to cart – because they don’t even see your CTA. Usually due to: - tall images - long descriptions - other distractions or choices If visitors don't see the CTA, they can't add to cart, or purchase. As a result, this reduces your conversions and revenue. In this example, using Lomi's PDP, I've made changes that make the add-to-cart CTA more visible and help increase the conversion rate. Below are the 9 changes I recommend - 1. Write the product name from a 1st time visitor perspective. It should convey what the product is. 2. Add a 1-2 line intro to the product. Talk about what it does and how it'll benefit the shopper. 3. Make sure the price is easy to find. Include it close to the product name and reviews. 4. In the product image, show the product in action. Make sure it's visually attractive and catches attention. 5. Use bullets of icons to communicate key features. Avoid using paragraphs or long sentences. 6. Highlight what's included in each option and the savings. Make sure this section doesn't occupy too much height of the page and push the add to cart further down. 7. Optimize the area around the add-to-cart. Keep this in bullets or with icons. Focus on shipping and return policy features. Making these improvements gives space to: 8. Add a customer review highlighting the product's impact on a customer's life. Use their image and indicate it's a verified review. 9. Add a customer video section. Where the shopper can see it being used by other customers. This creates aspiration and helps to understand how the product works. Don't overwhelm the shoppers with information. Create a balance to tell key features while allowing shoppers to add to cart early. P.S. Want to know what % of users see the add-to-cart CTA? Find out from a tool like Clarity (which is free). Or Hotjar/Lucky Orange. From the scroll-maps report. If you'd want to learn how to take out insights from user behavior. Check out my CRO guide. Comment 'Guide' and I'll send you the link to get it.