3 ways to reach omnichannel shoppers with Best Buy Ads.
There have never been more ways for shoppers to research, buy, and love products. From watching CTV to scrolling Social Ads on a second screen to visiting physical stores, many customers engage with multiple shopping channels before making a purchase. According to Salsify’s 2024 Consumer Research Report, 49% of shoppers prefer a "just right" mix of online and in-store shopping.
How can you reach audiences at the right time and place with the right type of message? The key is an omnichannel strategy. This approach not only creates a better experience for customers as they move through their journey, but it also helps you drive more sales.
A report from Kantar and Google found that omnichannel shoppers reported spending 73% more on average than non-omnichannel shoppers. Clearly, this is an audience and behavior that brands should be addressing.
At Best Buy Ads, we can help. Our omnichannel approach helps you create seamless, integrated interactions across channels so that consumers discover and find the best products for them. Take a closer look at how we do it and how your brand can benefit.
1. Staying ahead of constantly evolving consumer behaviors
Second screens, social selling, and curbside pickup are all relatively new ways for shoppers to learn about and purchase products. And we’re always looking at new ways to reach customers as their shopping habits change. As these new opportunities emerge, we help partners build omnichannel experiences into their strategies so that they can stay ahead of trends and remain nimble in media planning for optimal results.
One trend we’ve started to address is customers pulling out their phones in-store to shop. Unlike browsing on a mobile device while watching linear TV, you’re not battling the second screen in this case. You actually have an opportunity to reach shoppers through another channel during their in-store experience and aid in the purchase process.
Consider home theater shoppers. They may be browsing in-store, where they’ll see your TV Wall Ad that plays within a content loop. If they open the Best Buy app to check specs or find products they saved while browsing, they could see your Onsite Display Ads or Sponsored Products. They might also talk to a Blue Shirt who provides another layer of education and support as they make their decisions.
With Best Buy Ads, all these channels work together for continuous shopping experiences that keep your customers at the center and their favorite products at the forefront.
2. Unlocking greater opportunities throughout the funnel
Different channels and activations support different goals. This is why we always start annual planning conversations around your larger goals and business objectives. From there, we can implement the best path forward based on what you need to accomplish.
Omnichannel strategies align your brand touchpoints with where someone is at in their customer journey—and where they are physically.
If you’re only focused on Onsite Ads to drive sales in the purchase phase, you miss the opportunity for discovery through awareness-driven interactions such as CTV. Customers who discover your products through CTV can be reminded later on through Onsite Ads or Social Ads as they further consider purchases. At this point, you’re serving up more details and driving to product pages where they can dive deeper. You can also meet shoppers where they are physically. Proximity messaging leverages beacon technology to send push notifications through the app when a customer enters a Best Buy store.
With an omnichannel strategy, we not only carefully consider every channel available and what it can offer, but we’re also helping you leverage full-funnel advertising.
3. Building relationships with greater personalization
Customers expect a seamless experience from retailers, and an omnichannel approach helps deliver on those expectations. The smoother things go, from initial discovery to purchase and upgrades, the better it is for everyone. This not only helps brands meet revenue goals but also helps them build relationships with and deliver value to shoppers.
Personalization is one way to strengthen relationships and support the buying process. Leveraging first-party data can make marketing more relevant and targeted, which can then drive meaningful engagements and sales.
At Best Buy Ads, we use our first-party data to personalize experiences. Following in-app shopping, we can send out Direct Ads through targeted emails to customers. After abandoning a cart, customers can receive emails saying, "We saved your cart for you," so they can pick up right where they left off in one click if they switch devices or return later.
We can also notify them of price changes or upcoming promotions, similar products, and the support we have available as they decide. We’re able to serve up targeted messages related to what they’re interested in, not just any product or service that might not suit them.
With closed-loop reporting, we can follow these interactions, track engagement, and know when it turns into a purchase.
Connecting with shoppers through our various customer-centric channels, plus powerful membership programs and services, helps us support shoppers and make it easy to find what they need even after purchase.
Let’s talk omnichannel
Ready to expand your customer relationships and meet business objectives through omnichannel strategies? Connect with the Best Buy Ads Partner & Category Marketing team today.
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