For each test sample, the additional channel generates an uplift of conversion both online and in-store.
Incremental impact of omnichannel activation
Omnichannel activation generates an increment of 42% in turnover. SMS and print communications generate respectively an increment of 0.5 point and 0.6 point of conversion rate.
Time-related effects specific to each channel
Mobile generates an increment nearly equal to the print on email and mobile optins, that are more engaged with the brands.
Guiding prospects or customers on their paths to purchase
This test protocol highlight the decisive role of certain touchpoints in a costumer journey.
The study reveals that 96% of the incremental impact of print mail is observed in-store (4% online).
The incremental effect of SMS is almost equal in stores (54%) and online (46%).
The mix of communication channels that is activated significantly impacts the channel used by prospects and customers to purchase. This observation opens new strategical perspectives that enable to guide the prospects or customers to a specific transaction channel in a drive-to-store or drive-to-web mindset.