The importance of connecting the online and offline customer journey.

In the current digital age, for businesses, a powerful online presence is more important than ever. But even though, we move increasingly towards a digital world, it is essential to remember that the customer journey doesn’t start and end online. According to a recent study by GFK and thuiswinkel.nl shopping will still take place both online and offline in 2027.

Businesses need to discover manners to connect the offline to the online customer journey. Only then, they can create a full 360-degree view of their customers and will they be able to fulfil their customers’ needs in every stage of the customer journey. But how can businesses connect the dots between the online and offline customer journey? There are a few important factors to keep in mind:

Different touchpoints

Above all, it is of great importance to recognize that the customer journey doesn’t starts and ends online. The fact that someone is making a purchase online, doesn’t mean the customer journey ends there. For many customers the journey even starts offline, in an actual shop. The touchpoints take place both on- and offline. It is essential to ensure the customers have a seamless customer experience, regardless of how or where they started their customer journey.

Collecting data

Secondly it is important to ensure data is collected at every touchpoint in the customer journey. This data can come from a variety of sources such as cash register systems, e-commerce platforms, CRM-systems and CDP’s. What matters is that there is a way to collect and follow this information so there will be a complete picture of the customer journey.

A striking campaign for a true customer

Thirdly it is important to use data to build targeted marketing campaigns, which meet customers’ needs at every stage of the customer journey. Not all customers are equal, some may be interested in the products or services offered but aren’t ready to buy. Where others may be ready for a purchase but aren’t familiar with the products. It is essential to create focused campaigns that address these different needs.

Conclusion
As we move increasingly towards a digital world, it is of great importance to remember that the customer journey doesn’t start and end online. In order to create a true 360-degree view of the customer, businesses need to find ways to connect the offline and online customer journeys. In such manner there will be a better response to the customers’ needs in every stage of their customer journey. This is where Bank2Loyalty comes in. By using smart technology within the offline shopping environment, it is possible to identify the ‘Brick-and-morter’ customer and take a new step within the customer experience. Only then will the company have a complete 360-degree customer view. We are happy to demonstrate the function of our technology which connects online and offline touchpoints and seamlessly connects to the customer experience.

Click here and ask for a demonstration. Send an email to info@bank2loyalty.com or give us a call at +31(0)478206900.