In today’s digital world, it’s not uncommon for offline channels to be labeled as the marketing channels of the past. Offline channels may not have the allure of wearable devices and smartphones, but their efficacy as integral parts of the customer journey — especially when merged with online touchpoints — cannot be denied.
Just ask The Container Store. The brand that believes life is better when you’re organized is tackling its marketing campaigns with the same values, creating online digital experiences to empower offline channels that may have been previously abandoned.
The Container Store gave an impressive presentation at Adobe Summit, detailing the ways in which the brand is breaking down online and offline barriers to deliver seamless customer experiences. Let’s take a look at the ways the company is knocking online and offline marketing integration out of the park.
Thinking Outside the Box
Consider the way your company views offline channels; most of us consider the typical offline touchpoint to be something like a postcard, catalog, billboard, or coupon. However, The Container Store looks at offline a little bit differently.
When integrating their offline and online marketing channels, The Container Store started with a data-driven loyalty program called Perfectly Organized Perks (POP!). POP’s enrollment process begins on a tablet that is set up in-store. Customers are prompted to sign up with their email addresses, phone numbers, names, and mailing addresses, helping the company build insightful new customer profiles after a single visit.
This is where things get interesting. The Container Store occasionally offers discounts, but that’s not where the focus of its integrated marketing campaign lies. Instead, the company decided to kick coupons to the curb while working toward building memorable offline experiences.
One way it accomplishes this is by offering in-store free gifts to select customers. By engaging customers via email (and across other online channels), The Container Store is digitally driving customers to its stores to pick up free gifts.
This integration not only gives customers reasons to be excited about visiting their nearest stores, but also gives store employees opportunities to connect with these high-value customers and further explain the benefits of the free products. This integrated engagement — prompted online and completed in-store — could drive future sales of that free product and enhance the overall customer experience in the process.
Finding What Works
Remaining innovative and brainstorming new ways to link online and offline channels is what keeps successful brands ahead of the curve. The Container Store continues to test new experiences to discover which services best resonate with its customers.
For example, the company recently tested an integrated concierge experience that helps new customers navigate its stores. First, an email informs new customers of this service. Then, when customers call the store before visiting, they are greeted by their very own concierge who helps them throughout the store.
While this service isn’t currently offered as a regular benefit, the company has the right mindset for continued integrated marketing success — test, measure, and improve to create the best possible experiences for customers. If your business goals include winning the hearts and affinity of customers, your brand must be willing to try new things, too.
In Closing
Don’t abandon your offline marketing channels. Instead, empower them by thinking of ways your brand can integrate your online and offline channels to enhance the customer experience. Are you sending direct-mail messages without following up with emails? If you are, then it’s time to get started on your email follow-up creative. Is your enterprise allocating your entire marketing budget to digital channels without considering the in-store customer experience? If it is, maybe it’s time to identify and address some potential offline pain points.
Work toward breaking down barriers that are keeping your company from building a single view of the customer, and you’ll be on your way toward an organized and integrated marketing strategy.
The post How The Container Store Bridges the Gap Between Offline and Online Marketing Channels appeared first on Digital Marketing Blog by Adobe.