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Mar 29

Master Omnichannel Marketing with Ashley Alderson

How do you create an omnichannel marketing plan that works?

We asked TheBoutiqueHub.com Founder, Ashley Alderson, to share her expertise from years of helping specialty retailers build strategies to grow their businesses.  Check out our webinar below for answers to important omnichannel marketing questions like ‘Do I need ecommerce?’

What next?

Now that you’ve learned how to create a successful omnichannel marketing strategy, data will be the centerpiece of your future success.

So, what’s your first step? It starts with reporting.

Here are example reports you can run to inform your marketing strategy:

CUSTOMER ANALYSIS REPORT

RICS Customer Analysis Report helps you identify and better understand your customers based on their activity. Use this demographic data to prioritize your future marketing tactics.

Ask yourself…

  • Who are my super fans?
  • What do they care about?
  • What are their needs?
  • Where can I find them spending their time?

CUSTOMER LIST REPORT

RICS Customer List Report will show you which customers are purchasing specific suppliers, classes, and/or SKUs during a given period of time.

You can identify customer groups based on:

  • Location
  • Purchase History (filterable by Supplier, Class, SKU, Color, Salesperson, Return Code, Ticket Quantity, Frequent Buyer Options, etc.)
  • Birthdays
  • Custom Entries

Ideas to Consider

  • Provide product suggestions based on purchase history: Identify a group of customers that purchase certain items (this could be based on specific SKUs, suppliers, and/or classes). Export this list and create a personalized promotion recommending similar or complementary products (e.g. ‘If you liked X, you might also like Y’).
  • Promote events and groups based on prior engagement: Create custom entries for tagging customers who attend your events. Whether it’s a trunk show or the weekly running club, advertising in-store events based on customer interests can help get them back in store.
  • Identify your biggest fans and make them VIPs: Run a report to identify your top customers (e.g. spend the most, visit most often, etc.). Invite them to an exclusive VIP event in-store. This not only makes them feel special by showing you value them, but also gives them another reason to come back in-store.

SALES ANALYSIS REPORT

RICS Sales Analysis Report is ideal for identifying the best and worst selling SKUs, Classes and Suppliers. You can review and compare sales performance to identify items that might need marketing help to move.

Ideas to Consider

  • Track your best performing Classes by turnover, margin, and Then organize your marketing campaigns around your profit.
  • Identify and markdown aging products and promote the reduced pricing to stimulate demand.

Data is crucial for guiding your marketing efforts and making informed business decisions. By using data to personalize customer experiences, you are more likely to create a super fan and regular customer.

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About The Author

Katherine wants to live in a world where Starbucks coffee is free, dogs are allowed in the office, and you can wear your Birkenstocks with leggings to work. Her go to pair of running shoes are her New Balance 880. When she’s not creating content, you can find her giving her all at intramural volleyball, training for her next half-marathon or answering the question "Can you read eachother's minds?" when shes with her twin sister.