Today’s consumers are constantly connected, moving from screen to screen, browsing multiple websites, consulting their social networks, reading emails and visiting physical shops. In this ever-changing world, businesses face a major challenge: how to maximise revenue, return on investment (ROI) and conversion rates in this complex and diverse environment?
According to McKinsey, it has revealed that cross-selling can increase sales by 20% and profits by 30%. This is where cross-channel selling comes in. This marketing strategy offers an integrated approach, enabling companies to reach their customers at every stage of their journey, whatever channel they use. Find out in this article how this approach can transform your marketing strategy and propel your business towards more conversions.
New user behaviour in 2023
Digital marketing has undergone a meteoric rise in recent years, and this is largely due to the rapid changes in consumer expectations. Today’s customers are more informed, more demanding and more connected than ever before. It is essential to understand how these changes impact on marketing strategies.
Today’s consumers are looking for personalised and immediate experiences. In fact, a study by Invespo reports that personalised cross-selling accounts for 7% of e-tailers’ visitors and more than 26% of their turnover. In addition to the trend towards ultra-personalisation, today’s consumers expect quick answers to their questions, relevant recommendations and seamless interactions with brands, all on a multitude of different platforms.
The benefits of cross-channel selling for your business
Cross-channel selling can bring many benefits to your business and should form part of your online sales strategy. From increasing revenue and improving return on investment (ROI) to strengthening customer loyalty, find out how this approach can transform the way your business thrives in today’s digital economy.
Brand consistency and customer experience
One of the major advantages of cross-channel selling is its ability to create a consistent customer experience across all platforms. Imagine that your customer discovers your product on social networks, explores your website for more information, receives a personalised e-mail with a special offer, and then goes to the shop to complete their purchase. At each stage, they encounter a consistent brand, harmonious information and attentive service. This consistency builds customer confidence and increases the chances of conversion through repetition. Sustained exposure to your brand will lead to a reduction in the risk perceived by your prospect, whether real or imagined, and bring them closer to making a purchase.
Data collection and personalised marketing
Cross-channel selling also makes it possible to collect valuable data on customer behaviour. Each interaction on the different channels is an opportunity to learn more about your customers’ preferences, needs and buying habits. This data feeds into effective personalisation. For example, if a customer shows an interest in a particular product on your website, you can send them specific recommendations by e-mail or integrate this data into advertising campaigns on social networks.nte l’engagement des clients et conduit à des taux de conversion plus élevés. De fait, 80 % des entreprises ont déclaré que la personnalisation pouvait augmenter les dépenses des clients de 34 %.
How can you exploit this increased personalisation within your eshop? You can recommend specific products based on the user’s browsing or purchase history. In the case of a SaaS company, this will involve promoting various additional functionalities specific to the function and responsibility of the user concerned.
Increased ROI thanks to continuous optimisation
One of the most remarkable advantages of cross-channel selling is its ability to continuously optimise the return on investment (ROI) of your marketing actions. This optimisation is based on meticulous data collection and precise analysis of performance on each channel. Here’s how cross channel selling can help you maximise your ROI:
- Precise measurement of effectiveness: Using sophisticated analysis tools, cross-channel selling allows you to measure the effectiveness of each channel precisely. You can identify which channels generate the most traffic, conversions and sales. This in-depth knowledge gives you a clear overview of the performance of each channel, enabling you to make informed decisions about your marketing budget.
- Strategic allocation of resources: Once you have a complete overview of the performance of each channel, you can allocate your resources strategically. If you find that one channel generates a significantly higher ROI than the others, you can decide to increase your investment in that specific channel. This allows you to make the most of what works best for your business.
- Rapid adjustment in the event of underperformance: Cross-channel selling also gives you the flexibility to react quickly if a channel underperforms. If a channel is not producing the expected results, you can adjust your strategy. This may involve reallocating resources to better performing channels or revising your approach to improve results.
- Unnecessary budget savings: Thanks to this data-driven approach, you can avoid wasting resources on channels that don’t offer a good return on investment. Instead, you invest wisely where it matters most, helping to reduce unnecessary costs and maximise the profitability of your overall marketing strategy.
- Continuous growth in overall ROI: By constantly optimising your resource allocation based on actual performance, you gradually improve your overall ROI. This constant growth is essential if you are to maintain sustainable profitability over the long term.
So cross-channel selling is not just a marketing strategy, it’s a powerful tool for increasing your company’s return on investment. By measuring, adjusting and reallocating your resources based on real data, you can maximise the effectiveness of your marketing budget and propel your business to new heights of profitability.
Building prospect loyalty
Acquiring a new customer can be expensive. Given the competitive climate online, customer acquisition costs have risen by 50% in recent years. So it’s becoming vital to generate more revenue without having to acquire new customers. It will also save you extra marketing costs.
By keeping in regular contact with your customers across multiple channels, you maintain constant engagement. When customers receive consistent and relevant messages, they are more likely to remain loyal to your brand. They feel valued and understood, which strengthens the customer relationship and encourages retention.
What’s more, cross-selling also enables you to increase Customer Lifetime Value (CLV) and therefore your ROI. And that’s something you shouldn’t lose sight of. When a company effectively cross-sells, it ensures a higher sale from a customer.
Which companies are using cross-channel? Examples
Cross-channel selling is not just an abstract theory; many companies around the world have successfully adopted it to maximise their results. Let’s look at a few concrete examples to illustrate how this strategy works in practice:
- The pharmaceutical sector: In the pharmaceutical industry, cross-channel selling has become essential for reaching healthcare professionals and patients. Pharmaceutical companies use dedicated websites to provide information about their products, mobile applications to help patients follow their treatment, marketing emails to inform healthcare professionals about the latest developments, and loyalty programmes to encourage prescriptions of specific drugs.
- The food industry: The food industry uses cross-channel selling to meet the diverse needs of consumers. Food companies offer websites to provide information about their products and recipes, mobile applications to order takeaway meals, social networks to share recipes and cooking videos, and e-mails with special offers to build customer loyalty.
- The retail sector: In the retail sector, cross-channel selling has become the norm to satisfy an increasingly demanding customer base. Retailers are combining their physical shops with websites and mobile applications to offer a seamless shopping experience. Customers can browse products online, read reviews, check availability and then visit the shop to see the products in person. Social networks are used to advertise promotions, while loyalty programmes reward customers for their online and in-store purchases. E-mail marketing informs customers about upcoming sales and special events.
- Financial services Financial institutions, such as banks and insurance companies, are also adopting cross-channel selling to provide a smoother customer experience. Customers can check their balance online, receive SMS notifications for transactions, and consult an adviser in person at a local branch.
In short, cross-channel selling has proved its effectiveness in sectors as diverse as pharmaceuticals, food, retail and even finance. By adapting to customer needs and preferences while maintaining brand consistency, companies in these industries are able to optimise their sales performance and meet the expectations of their audiences. This versatile approach continues to play a key role in the growth of these sectors.
Conclusion
En conclusion, le cross canal selling représente une opportunité inestimable pour les décideurs cherchant à maximiser leurs revenus, leur ROI et leurs taux de conversion dans l’environnement exigeant du marketing digital d’aujourd’hui. En embrassant cette approche, les entreprises peuvent offrir des expériences clients cohérentes et personnalisées, tout en naviguant avec succès dans le paysage en constante évolution du marketing digital. En surmontant les défis grâce à une planification minutieuse et à des investissements stratégiques, les décideurs peuvent tirer le meilleur parti du cross canal selling pour atteindre leurs objectifs commerciaux et augmenter leur chiffre d’affaires.
Selon Salesforce, 37 % des spécialistes du marketing admettent que la prospection est la partie la plus difficile de leur travail. Or, le cross-selling et l’upselling vous permet de convertir plus facilement. Ne laissez pas cette opportunité vous échapper – préparez-vous à franchir la prochaine étape de votre stratégie marketing et à accroître vos revenus de manière significative grâce au cross canal selling.
