Omnichannel strategy

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**Contents:**

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=== Omnichannel strategy ===

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**Omnichannel strategy** within the Loyalty Program ensures that all communication channels with customers and their interaction with a Partner are combined to create a cohesive experience. The focus of the omnichannel strategy is on the buyer. By utilizing all [[additional services>>doc:Main.General_information.Additional_services.WebHome]], the omnichannel principle enables seamless switching between different channels. The transition between channels will be consistent and logical, because omnichannel allows to track the entire path of customers, regardless of where they make their purchases — online or offline.

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|(% style="border-color:white; text-align:left; width:792px" %)(((

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Possible interaction points:

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* offline outlets (for example, retail outlets);

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* social media posts;

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* information in the Personal Account on the website;

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* information in the Mobile App;

* online store;

* e-wallets;

* Call Center;

* mailings (SMS, email, Viber, push, etc.).

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)))|(% style="border-color:white; text-align:center; width:646px" %){{lightbox image="Omnichannel_en.png" width="350"/}}

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The customer's experience should remain seamless, even when switching between different channels of communication with a Partner. If a customer wants to change the channel after a certain interaction, they should have the ability to switch easily and continue the interaction. For example, a customer buys products at a certain point of sale, and he has a [[loyalty card>>doc:Main.General_information.Loymax_Loyalty.Bonus_card.WebHome]]. He also uses a [[Mobile App>>doc:Main.General_information.Additional_services.Mobile_application.WebHome]] on his phone to order delivery and uses card data and in the app. The Partner knows about the customer's favorite products, grants discounts for these products in the Mobile App, and tells about [[promotions>>doc:Main.Using.MMP.Marketing.Offers.WebHome]] for the products that the customer buys most often via SMS or push notifications. If the customer can't find his preferred products in the store, he can search the website or the Mobile App for the nearest retail outlet with those products available.

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Thus, a comprehensive [[customer profile>>doc:Main.Using.MMP.CRM.Clients.Customer_profile.WebHome]] is created, consolidating all data on their actions and behavior across different sales channels. Further, by analyzing customer behavior in general and separately in each of the channels, it is possible to build an effective targeted marketing.

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=== Sales Channels ===

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**Sales channel** is the path by which goods or services are delivered to the customer. Sales channels can be divided into two types:

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* **online** (E-com sales via [[Online store>>doc:Main.Integration.Ways_to_use_API.Integration_of_external_client_services.Online_store_integration.WebHome]], [[Mobile App>>doc:Main.General_information.Additional_services.Mobile_application.WebHome]]);

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* **offline** ([[points of sale>>doc:Main.Using.MMP.Admin_panel.Partners.Store_setting.WebHome]]). In turn, points of sale can be of different formats. For example, mini-market, hypermarket, discounter, etc.

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Thus, depending on the sales channel, the marketing strategy may differ, as each channel may have its own characteristics, target audience, and requires an individual approach.

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The Loymax system offers a universal solution for implementation of a loyalty program (LP), taking into account the specifics of each sales channel. Partners can add any number of [[points of sale>>doc:Main.Using.MMP.Admin_panel.Partners.Store_setting.WebHome]], including [[online stores>>doc:Main.Integration.Ways_to_use_API.Integration_of_external_client_services.Online_store_integration.WebHome]], and flexibly configure the rules of [[offers>>doc:Main.Using.MMP.Marketing.Offers.WebHome]] through application of various [[filters>>doc:Main.Using.MMP.Marketing.Offers.Filters.WebHome]]. In this respect, any [[additional information>>doc:Main.Using.MMP.Admin_panel.Partners.Store_setting.Merchant_additional_info.WebHome]] about the point of sale, for example, format, working hours, location, availability of a coffee shop, etc. can be used to customize offers. This allows to adjust and optimize the performance of marketing campaigns. For example, by setting up offers for a particular sales channel, you can increase customer interest in this channel and, as a result, increase sales.

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=== (% style="color:inherit; font-family:Montserrat,sans-serif; font-size:23px; font-weight:600" %)Setting up offers depending on sales channels(%%) ===

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==== Offer for online store ====

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When buying products in the online store, Loyalty Program members can get bonus points in case of online purchase payment.

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(% class="box infomessage" %)

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To ensure that offers are activated only in the online store, it is required to select a pre-created online store from the list of points of sale related to this offer. How to create points of sale, please refer to a separate [[article>>doc:Main.Using.MMP.Admin_panel.Partners.Store_setting.WebHome]].

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====== Accrual of bonus points for online purchase payment ======

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{{showhide showmessage="Show offer settings" hidemessage="Hide offer settings"}}

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All Loyalty Program members who paid for their purchase online will get 100 bonus points.

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To set up such an offer, you need to tie this offer to an online store and create a new {{html}}<a href="https://docs.loymax.net/xwiki/bin/view/Main/Using/MMP/Admin_panel/Payment__methods /">payment method</a>{{/html}}, for example, **Online payment**.

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(% class="table-bordered" style="width:auto" %)

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|{{html}}<a href="https://docs.loymax.net/xwiki/bin/view/Main/Using/MMP/Marketing/Offers/Event_catalog/">Calculation of bonus points</a>{{/html}}|{{html}}<a href="https://docs.loymax.net/xwiki/bin/view/Main/Using/MMP/Marketing/Offers/Action_catalog/Bonus points/">Bonus points</a>{{/html}}|Calculation method|Fixed amount|{{html}}<a href="https://docs.loymax.net/xwiki/bin/view/Main/Using/MMP/Marketing/Offers/Filters/Cheque/Payment_type/">Payment method</a>{{/html}}|Payment method|Online payment

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| | |Amount of bonus points|100| | |

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Examples of setting up other offers for an online store can be found [[here>>doc:Main.Using.MMP.Marketing.Offers.Offers_creation_examples.Offers_for_Internet_shop.WebHome]].

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==== Offer for a Mobile App ====

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To promote a Mobile App of the Loyalty Program, it is possible to award additional bonus points to LP Members for installing it.

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====== Preferences for installation of a Mobile App ======

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{{showhide showmessage="Show offer settings" hidemessage="Hide offer settings"}}

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Loyalty Program members will be awarded 100 bonus points for installation of the LP's Mobile App.

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(% class="table-bordered" style="width:auto" %)

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(%class="info" %)|=Event|=Action|=Parameter|=Value

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|(% colspan="1" rowspan="4" %)(((

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<a href="https://docs.loymax.net/xwiki/bin/view/Main/Using/MMP/Marketing/Offers/Event_catalog/#19">Mobile App installation</a>

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)))|(% colspan="1" rowspan="4" %)(((

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<a href="https://docs.loymax.net/xwiki/bin/view/Main/Using/MMP/Marketing/Offers/Action_catalog/Additional_bonuses/">Additional bonus points</a>

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)))|Lifetime|Without lifetime

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|Account for deduction|Select a legal entity's account to deduct bonus points

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|Currency|Bonus points

|Fixed amount|100

You can also set up offers to motivate LP Members' activity in the Mobile App. For example:

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* award [[bonus points for completing all tasks>>doc:Main.Using.MMP.Marketing.Offers.Offers_creation_examples.Offers_for_customer.Offers_for_customer_activity.Motivation_for_customer_activity.WebHome||anchor="06"]];

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* use the [[gamification mechanics>>doc:Main.General_information.Loymax_Loyalty.Offers.Gamification.WebHome]];

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* arrange [[healthy eating marathon>>doc:Main.Using.MMP.Marketing.Offers.Guides.Healthy_eating_marathon.WebHome]], etc.

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==== Offer for a specific type of point of sale ====

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The System allows to set up an offer for outlets of a certain type. The types of points of sale are configured using attributes. Attributes of the points of sale are set when they are [[created and edited>>doc:Main.Using.MMP.Admin_panel.Partners.Store_setting.WebHome]] in the [[Additional information>>doc:Main.Using.MMP.Admin_panel.Partners.Store_setting.Merchant_additional_info.WebHome]] tab.

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====== Discount at a specific type of store ======

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{{showhide showmessage="Show offer settings" hidemessage="Hide offer settings"}}

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The offer will be applied only in the Hypermarket stores.

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|(% colspan="1" rowspan="3" %)(((

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<a href="https://docs.loymax.net/xwiki/bin/view/Main/Using/MMP/Marketing/Offers/Event_catalog/#01">Discount calculation</a>

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)))|(% colspan="1" rowspan="3" %)(((

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<a href="https://docs.loymax.net/xwiki/bin/view/Main/Using/MMP/Marketing/Offers/Action_catalog/Discount/">Discount</a>

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)))|Calculation method|Percentage|(% colspan="1" rowspan="3" %)(((

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<a href="https://docs.loymax.net/xwiki/bin/view/Main/Using/MMP/Marketing/Offers/Filters/Other/Merchants/">Points of sale</a>

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)))|Filtering type|(%style="width:304px" %)By attributes

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|Discount amount|10|Attribute name|(%style="width:304px" %)CustomTradeFormat

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| | |Attribute values|(%style="width:304px" %)Hypermarket

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More examples about setting up offers for retail outlets can be found [[here>>doc:Main.Using.MMP.Marketing.Offers.Offers_creation_examples.Offers_for_merchant.WebHome]].

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Read more about how to improve your omnichannel marketing strategy with a loyalty program in the Loymax[[ blog>>https://loymax.ru/blog/kak-uluchshit-omnikanalnuyu-marketingovuyu-strategiyu-s-pomoshchyu-programmy-loyalnosti/]]

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**Read also:**

* [[How to improve customer experience>>doc:Main.General_information.CRM.Member_lifecycle.CJM.WebHome]]

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* [[Offers to increase customer activity>>doc:Main.Using.MMP.Marketing.Offers.Offers_creation_examples.Offers_for_customer.Offers_for_customer_activity.Motivation_for_customer_activity.WebHome]]

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* [[Offers for points of sale>>doc:Main.Using.MMP.Marketing.Offers.Offers_creation_examples.Offers_for_merchant.WebHome]]

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* [[Involvement mechanics>>doc:Main.Using.MMP.Marketing.Offers.Guides.WebHome]]

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Navigation

Wiki source code of Омниканальность

author	version	line-number	content
		1	(% class="box" %)
		2	(((
		3	Contents:
		4
		5	{{toc depth="4" start="3"/}}
		6	)))
		7
		8	=== Omnichannel strategy ===
		9
		10	Omnichannel strategy within the Loyalty Program ensures that all communication channels with customers and their interaction with a Partner are combined to create a cohesive experience. The focus of the omnichannel strategy is on the buyer. By utilizing all [[additional services>>doc:Main.General_information.Additional_services.WebHome]], the omnichannel principle enables seamless switching between different channels. The transition between channels will be consistent and logical, because omnichannel allows to track the entire path of customers, regardless of where they make their purchases — online or offline.
		11
		12	\|(% style="border-color:white; text-align:left; width:792px" %)(((
		13	Possible interaction points:
		14
		15	* offline outlets (for example, retail outlets);
		16	* social media posts;
		17	* information in the Personal Account on the website;
		18	* information in the Mobile App;
		19	* online store;
		20	* e-wallets;
		21	* Call Center;
		22	* mailings (SMS, email, Viber, push, etc.).
		23	)))\|(% style="border-color:white; text-align:center; width:646px" %){{lightbox image="Omnichannel_en.png" width="350"/}}
		24
		25	The customer's experience should remain seamless, even when switching between different channels of communication with a Partner. If a customer wants to change the channel after a certain interaction, they should have the ability to switch easily and continue the interaction. For example, a customer buys products at a certain point of sale, and he has a [[loyalty card>>doc:Main.General_information.Loymax_Loyalty.Bonus_card.WebHome]]. He also uses a [[Mobile App>>doc:Main.General_information.Additional_services.Mobile_application.WebHome]] on his phone to order delivery and uses card data and in the app. The Partner knows about the customer's favorite products, grants discounts for these products in the Mobile App, and tells about [[promotions>>doc:Main.Using.MMP.Marketing.Offers.WebHome]] for the products that the customer buys most often via SMS or push notifications. If the customer can't find his preferred products in the store, he can search the website or the Mobile App for the nearest retail outlet with those products available.
		26
		27	Thus, a comprehensive [[customer profile>>doc:Main.Using.MMP.CRM.Clients.Customer_profile.WebHome]] is created, consolidating all data on their actions and behavior across different sales channels. Further, by analyzing customer behavior in general and separately in each of the channels, it is possible to build an effective targeted marketing.
		28
		29	=== Sales Channels ===
		30
		31	Sales channel is the path by which goods or services are delivered to the customer. Sales channels can be divided into two types:
		32
		33	* online (E-com sales via [[Online store>>doc:Main.Integration.Ways_to_use_API.Integration_of_external_client_services.Online_store_integration.WebHome]], [[Mobile App>>doc:Main.General_information.Additional_services.Mobile_application.WebHome]]);
		34	* offline ([[points of sale>>doc:Main.Using.MMP.Admin_panel.Partners.Store_setting.WebHome]]). In turn, points of sale can be of different formats. For example, mini-market, hypermarket, discounter, etc.
		35
		36	Thus, depending on the sales channel, the marketing strategy may differ, as each channel may have its own characteristics, target audience, and requires an individual approach.
		37
		38	The Loymax system offers a universal solution for implementation of a loyalty program (LP), taking into account the specifics of each sales channel. Partners can add any number of [[points of sale>>doc:Main.Using.MMP.Admin_panel.Partners.Store_setting.WebHome]], including [[online stores>>doc:Main.Integration.Ways_to_use_API.Integration_of_external_client_services.Online_store_integration.WebHome]], and flexibly configure the rules of [[offers>>doc:Main.Using.MMP.Marketing.Offers.WebHome]] through application of various [[filters>>doc:Main.Using.MMP.Marketing.Offers.Filters.WebHome]]. In this respect, any [[additional information>>doc:Main.Using.MMP.Admin_panel.Partners.Store_setting.Merchant_additional_info.WebHome]] about the point of sale, for example, format, working hours, location, availability of a coffee shop, etc. can be used to customize offers. This allows to adjust and optimize the performance of marketing campaigns. For example, by setting up offers for a particular sales channel, you can increase customer interest in this channel and, as a result, increase sales.
		39
		40	=== (% style="color:inherit; font-family:Montserrat,sans-serif; font-size:23px; font-weight:600" %)Setting up offers depending on sales channels(%%) ===
		41
		42	==== Offer for online store ====
		43
		44	When buying products in the online store, Loyalty Program members can get bonus points in case of online purchase payment.
		45
		46	(% class="box infomessage" %)
		47	(((
		48	To ensure that offers are activated only in the online store, it is required to select a pre-created online store from the list of points of sale related to this offer. How to create points of sale, please refer to a separate [[article>>doc:Main.Using.MMP.Admin_panel.Partners.Store_setting.WebHome]].
		49	)))
		50
		51	(% class="box" %)
		52	(((
		53	(% id="H41D43044743844143B43543D43843543143E43D44344143E43243743043E43F43B43044244343F43E43A44343F43A43843E43D43B43043943D" %)
		54	====== Accrual of bonus points for online purchase payment ======
		55
		56	{{showhide showmessage="Show offer settings" hidemessage="Hide offer settings"}}
		57	All Loyalty Program members who paid for their purchase online will get 100 bonus points.
		58
		59	To set up such an offer, you need to tie this offer to an online store and create a new {{html}}<a href="https://docs.loymax.net/xwiki/bin/view/Main/Using/MMP/Admin_panel/Payment__methods /">payment method</a>{{/html}}, for example, Online payment.
		60
		61	(% class="table-bordered" style="width:auto" %)
		62	(% class="info" %)\|Event\|Action\|Parameter\|Value\|Filter\|Parameter\|Value
		63	\|{{html}}<a href="https://docs.loymax.net/xwiki/bin/view/Main/Using/MMP/Marketing/Offers/Event_catalog/">Calculation of bonus points</a>{{/html}}\|{{html}}<a href="https://docs.loymax.net/xwiki/bin/view/Main/Using/MMP/Marketing/Offers/Action_catalog/Bonus points/">Bonus points</a>{{/html}}\|Calculation method\|Fixed amount\|{{html}}<a href="https://docs.loymax.net/xwiki/bin/view/Main/Using/MMP/Marketing/Offers/Filters/Cheque/Payment_type/">Payment method</a>{{/html}}\|Payment method\|Online payment
		64	\| \| \|Amount of bonus points\|100\| \| \|
		65	{{/showhide}}
		66
		67	Examples of setting up other offers for an online store can be found [[here>>doc:Main.Using.MMP.Marketing.Offers.Offers_creation_examples.Offers_for_Internet_shop.WebHome]].
		68	)))
		69
		70	==== Offer for a Mobile App ====
		71
		72	To promote a Mobile App of the Loyalty Program, it is possible to award additional bonus points to LP Members for installing it.
		73
		74	(% class="box" %)
		75	(((
		76	====== Preferences for installation of a Mobile App ======
		77
		78	{{showhide showmessage="Show offer settings" hidemessage="Hide offer settings"}}
		79	Loyalty Program members will be awarded 100 bonus points for installation of the LP's Mobile App.
		80
		81	(% class="table-bordered" style="width:auto" %)
		82	(%class="info" %)\|=Event\|=Action\|=Parameter\|=Value
		83	\|(% colspan="1" rowspan="4" %)(((
		84	{{html}}
		85	<a href="https://docs.loymax.net/xwiki/bin/view/Main/Using/MMP/Marketing/Offers/Event_catalog/#19">Mobile App installation</a>
		86	{{/html}}
		87	)))\|(% colspan="1" rowspan="4" %)(((
		88	{{html}}
		89	<a href="https://docs.loymax.net/xwiki/bin/view/Main/Using/MMP/Marketing/Offers/Action_catalog/Additional_bonuses/">Additional bonus points</a>
		90	{{/html}}
		91	)))\|Lifetime\|Without lifetime
		92	\|Account for deduction\|Select a legal entity's account to deduct bonus points
		93	\|Currency\|Bonus points
		94	\|Fixed amount\|100
		95	{{/showhide}}
		96
		97	You can also set up offers to motivate LP Members' activity in the Mobile App. For example:
		98
		99	* award [[bonus points for completing all tasks>>doc:Main.Using.MMP.Marketing.Offers.Offers_creation_examples.Offers_for_customer.Offers_for_customer_activity.Motivation_for_customer_activity.WebHome\|\|anchor="06"]];
		100	* use the [[gamification mechanics>>doc:Main.General_information.Loymax_Loyalty.Offers.Gamification.WebHome]];
		101	* arrange [[healthy eating marathon>>doc:Main.Using.MMP.Marketing.Offers.Guides.Healthy_eating_marathon.WebHome]], etc.
		102	)))
		103
		104	==== Offer for a specific type of point of sale ====
		105
		106	The System allows to set up an offer for outlets of a certain type. The types of points of sale are configured using attributes. Attributes of the points of sale are set when they are [[created and edited>>doc:Main.Using.MMP.Admin_panel.Partners.Store_setting.WebHome]] in the [[Additional information>>doc:Main.Using.MMP.Admin_panel.Partners.Store_setting.Merchant_additional_info.WebHome]] tab.
		107
		108	(% class="box" %)
		109	(((
		110	====== Discount at a specific type of store ======
		111
		112	{{showhide showmessage="Show offer settings" hidemessage="Hide offer settings"}}
		113	The offer will be applied only in the Hypermarket stores.
		114
		115	(% class="table-bordered" style="width:auto" %)
		116	(%class="info" %)\|=Event\|=Action\|=Parameter\|=Value\|=Filter\|=Parameter\|=(%style="width: 304px;" %)Value
		117	\|(% colspan="1" rowspan="3" %)(((
		118	{{html}}
		119	<a href="https://docs.loymax.net/xwiki/bin/view/Main/Using/MMP/Marketing/Offers/Event_catalog/#01">Discount calculation</a>
		120	{{/html}}
		121	)))\|(% colspan="1" rowspan="3" %)(((
		122	{{html}}
		123	<a href="https://docs.loymax.net/xwiki/bin/view/Main/Using/MMP/Marketing/Offers/Action_catalog/Discount/">Discount</a>
		124	{{/html}}
		125	)))\|Calculation method\|Percentage\|(% colspan="1" rowspan="3" %)(((
		126	{{html}}
		127	<a href="https://docs.loymax.net/xwiki/bin/view/Main/Using/MMP/Marketing/Offers/Filters/Other/Merchants/">Points of sale</a>
		128	{{/html}}
		129	)))\|Filtering type\|(%style="width:304px" %)By attributes
		130	\|Discount amount\|10\|Attribute name\|(%style="width:304px" %)CustomTradeFormat
		131	\| \| \|Attribute values\|(%style="width:304px" %)Hypermarket
		132	{{/showhide}}
		133
		134	More examples about setting up offers for retail outlets can be found [[here>>doc:Main.Using.MMP.Marketing.Offers.Offers_creation_examples.Offers_for_merchant.WebHome]].
		135	)))
		136
		137	(% class="box infomessage" %)
		138	(((
		139	Read more about how to improve your omnichannel marketing strategy with a loyalty program in the Loymax[[ blog>>https://loymax.ru/blog/kak-uluchshit-omnikanalnuyu-marketingovuyu-strategiyu-s-pomoshchyu-programmy-loyalnosti/]]
		140	)))
		141
		142	(% class="box" %)
		143	(((
		144	Read also:
		145
		146	* [[How to improve customer experience>>doc:Main.General_information.CRM.Member_lifecycle.CJM.WebHome]]
		147	* [[Offers to increase customer activity>>doc:Main.Using.MMP.Marketing.Offers.Offers_creation_examples.Offers_for_customer.Offers_for_customer_activity.Motivation_for_customer_activity.WebHome]]
		148	* [[Offers for points of sale>>doc:Main.Using.MMP.Marketing.Offers.Offers_creation_examples.Offers_for_merchant.WebHome]]
		149	* [[Involvement mechanics>>doc:Main.Using.MMP.Marketing.Offers.Guides.WebHome]]
		150	)))