{"id":103037,"date":"2023-05-05T15:14:00","date_gmt":"2023-05-05T13:14:00","guid":{"rendered":"https:\/\/www.enricogiubertoni.com\/\/blog\/conquer-your-target-adopt-a-holistic-approach-to-optimizing-sales-channels-and-achieve-success.html"},"modified":"2025-08-04T15:15:27","modified_gmt":"2025-08-04T13:15:27","slug":"conquer-your-target-adopt-a-holistic-approach-to-optimizing-sales-channels-and-achieve-success","status":"publish","type":"post","link":"https:\/\/www.enricogiubertoni.com\/en\/blog\/conquer-your-target-adopt-a-holistic-approach-to-optimizing-sales-channels-and-achieve-success.html","title":{"rendered":"Conquer your Target! Adopt a Holistic Approach to Optimizing Sales Channels and Achieve Success!"},"content":{"rendered":"\n<p>Constantly and carefully monitor the consistency of your company&#8217;s digital and physical channels (the store). Track the <strong>right KPIs<\/strong> and cross-reference data from other departments to have a <strong>global process-level view<\/strong>. <\/p>\n\n<p>Managing the channels maximizes the potential of your <strong>omnichannel strategy<\/strong>, helping you to:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>Understand the behaviors through which your target meets their needs<\/li>\n\n\n\n<li>Assist the Target by identifying areas for improvement in the customer experience<\/li>\n\n\n\n<li>Increase revenue and corporate reputation<\/li>\n<\/ul>\n\n<h2 class=\"wp-block-heading\">Why Integrate your Company&#8217;s Digital and Physical Channels? I&#8217;ll Explain it in this Case Study <\/h2>\n\n<p>This article is based on a <strong>case study<\/strong> of a <a href=\"https:\/\/www.enricogiubertoni.com\/en\/services\/consulting\"><strong>consultation<\/strong><\/a> I conducted for a European brand consisting of two channels:<\/p>\n\n<ul class=\"wp-block-list\">\n<li><strong>Proprietary e-commerce<\/strong><\/li>\n\n\n\n<li><strong>Network of physical stores in major cities<\/strong><\/li>\n<\/ul>\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>I was contacted by the company because the Director of the Digital Department couldn&#8217;t understand why the e-commerce had many products in the cart, <strong>but few sales<\/strong>. T<span style=\"font-size: revert;color: var(--ast-global-color-3)\">his resulted in significant advertising expenses that did not justify the returns, affecting the proper functioning of the eCommerce.<\/span> <\/p>\n<\/blockquote>\n\n<p>Using Business Intelligence tools, I compared data from the e-commerce and physical stores.<\/p>\n\n<p>Emblematic Customer Experience data emerged, related to the relationship between eCommerce and <a class=\"wpil_keyword_link\" title=\"Digital Retail Marketing\" href=\"https:\/\/www.enricogiubertoni.com\/digital-retail-marketing\" data-wpil-keyword-link=\"linked\" data-wpil-monitor-id=\"92829\">physical store<\/a>.<\/p>\n\n<p>The people:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>near the stores added products to the cart but abandoned the purchase<\/li>\n\n\n\n<li>further from the store completed the <a class=\"wpil_keyword_link\" title=\"E-commerce: 18 examples based on unique user experiences\" data-wpil-keyword-link=\"linked\" data-wpil-monitor-id=\"92828\" href=\"https:\/\/www.enricogiubertoni.com\/blog\/augmented-reality-e-commerce.html\">transaction<\/a> online.<\/li>\n<\/ul>\n\n<h2 class=\"wp-block-heading\"><figure><img fetchpriority=\"high\" decoding=\"async\" class=\"alignright wp-image-27213 size-full\" src=\"https:\/\/www.enricogiubertoni.com\/wp-content\/uploads\/onlife-commerce.jpg\" alt=\"Allegorical Image of Unified eCommerce\" width=\"1920\" height=\"1080\" srcset=\"https:\/\/www.enricogiubertoni.com\/wp-content\/uploads\/onlife-commerce.jpg 1920w, https:\/\/www.enricogiubertoni.com\/wp-content\/uploads\/onlife-commerce-300x169.jpg 300w, https:\/\/www.enricogiubertoni.com\/wp-content\/uploads\/onlife-commerce-1024x576.jpg 1024w, https:\/\/www.enricogiubertoni.com\/wp-content\/uploads\/onlife-commerce-768x432.jpg 768w, https:\/\/www.enricogiubertoni.com\/wp-content\/uploads\/onlife-commerce-1536x864.jpg 1536w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" \/><\/figure><\/h2>\n\n<h2 class=\"wp-block-heading\">Leverage Omnichannel: Converge Online Channels with Offline Channels and Vice Versa<\/h2>\n\n<p>What do these data tell us? Different target segments use e-commerce differently, and the various approaches stem from their needs: <\/p>\n\n<ul class=\"wp-block-list\">\n<li><strong>Urban target<\/strong>: gets inspired by e-commerce and adds products to the cart as a reminder, then purchases them in the nearby physical store<\/li>\n\n\n\n<li><strong>Peripheral target:<\/strong> gets inspired by the e-commerce and proceeds with the online purchase because the physical store is too far away<\/li>\n<\/ul>\n\n<h2 class=\"wp-block-heading\">Why Didn&#8217;t the Departments Notice?<\/h2>\n\n<p>They didn&#8217;t notice due to a lack of <strong>#DigitalMarketing Mentality<\/strong>.<\/p>\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>The company <strong>needed to make a cultural leap<\/strong> that its target had already made.<\/p>\n<\/blockquote>\n\n<p>The target was well aware of the brand&#8217;s <strong>omnichannel approach<\/strong> and used it to meet their needs<\/p>\n\n<p>Conversely, the business units still needed to add awareness of this omnichannel approach.<\/p>\n\n<p>Internal departments (marketing, digital, and sales) worked separately and did not collaborate with each other. E-commerce was seen as a competitor by physical stores and vice versa. <\/p>\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>My consultation involved reviewing organizational processes, creating links between marketing, sales, customer service, and commercial.<\/p>\n<\/blockquote>\n\n<p>As a result, several changes were made to the e-commerce and physical stores to create synergies between the channels and meet the target&#8217;s needs.<\/p>\n\n<figure class=\"wp-block-image alignright\"><img decoding=\"async\" width=\"1920\" height=\"1080\" src=\"https:\/\/www.enricogiubertoni.com\/wp-content\/uploads\/omnicanalita.jpg\" alt=\"Omnichannel Mind Map\" class=\"wp-image-27211\" srcset=\"https:\/\/www.enricogiubertoni.com\/wp-content\/uploads\/omnicanalita.jpg 1920w, https:\/\/www.enricogiubertoni.com\/wp-content\/uploads\/omnicanalita-300x169.jpg 300w, https:\/\/www.enricogiubertoni.com\/wp-content\/uploads\/omnicanalita-1024x576.jpg 1024w, https:\/\/www.enricogiubertoni.com\/wp-content\/uploads\/omnicanalita-768x432.jpg 768w, https:\/\/www.enricogiubertoni.com\/wp-content\/uploads\/omnicanalita-1536x864.jpg 1536w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" \/><\/figure>\n\n<p><\/p>\n\n<h2 class=\"wp-block-heading\">Reinterpret Processes from an Omnichannel Marketing Perspective<\/h2>\n\n<p>The summary was to reinterpret processes from an Omnichannel Marketing perspective <strong>from the customer&#8217;s viewpoint<\/strong>.<\/p>\n\n<p>Thanks to this, it was understood why the Urban Segment uses e-commerce as a reminder to purchase products in the nearest physical store, while suburban residents can enjoy greater convenience and ease by buying online.<\/p>\n\n<p>In both cases, different Target segments used e-commerce as a tool to meet their needs, even though it was not designed for this.<\/p>\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><strong>Therefore, this tool was enhanced, and a <a class=\"wpil_keyword_link\" href=\"https:\/\/www.enricogiubertoni.com\/blog\/mindset.html\" title=\"Mindset Pro Innovazione: 5 Lezioni Chiave per agevolare il lavoro di Manager e Decisori\" data-wpil-keyword-link=\"linked\" data-wpil-monitor-id=\"494358\">mindset<\/a> of seeing it as a solution was adopted<\/strong>.<\/p>\n<\/blockquote>\n\n<h2 class=\"wp-block-heading\">Final Result: a Unified eCommerce that Increases Online, Offline Purchases, and Customer Experience<\/h2>\n\n<p>Seeing eCommerce as a commercial tool is limiting: you can explore this topic here where I talk <a href=\"https:\/\/www.enricogiubertoni.com\/blog\/new-ecommerce.html\">about eCommerce Experience.<\/a><\/p>\n\n<p>We have thus transformed a sales catalog into a Unified eCommerce approach.<\/p>\n\n<p>This resulted in improved efficiency of:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>Omnichannel Strategy: designing advertising campaigns with a horizon on physical and online channels<\/li>\n\n\n\n<li><a title=\"Promote &#x201C;Digital Innovation in Retail! Omnichannel&#x201D; is already a reality for your customers\" data-wpil-monitor-id=\"308\" href=\"https:\/\/www.enricogiubertoni.com\/blog\/innovazione-digitale-nel-retail.html\">Optimize the Customer Journey<\/a>: eCommerce now fulfills various functions to assist distribution and online channels<\/li>\n\n\n\n<li>Converge Marketing Sales Customer Service functions into an OnLife Sale (Online + Offline)<\/li>\n<\/ul>\n\n<p>In summary, monitoring channel consistency is essential to understand your target&#8217;s needs and create synergies between the various sales channels.<\/p>\n\n<p>In this way, it was possible to optimize the customer journey, enhance the <a title=\"eCommerce User Experience: the 3 Pillars to conquer the Target\" href=\"https:\/\/www.enricogiubertoni.com\/blog\/ecommerce-user-experience.html\" data-wpil-monitor-id=\"502\">customer experience<\/a>, and maximize multichannel onlife sales.<\/p>\n\n<p>The \u201ccompany achieved the\u201d goal of an omnichannel approach designed around the real needs of the target.<\/p>\n\n<p>This is the #DigitalMarketingMentality that the target needs.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Constantly and carefully monitor the consistency of your company&#8217;s digital and physical channels (the store). Track the right KPIs and cross-reference data from other departments to have a global process-level view. Managing the channels maximizes the potential of your omnichannel strategy, helping you to: Why Integrate your Company&#8217;s Digital and Physical Channels? I&#8217;ll Explain it [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":27210,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[379],"tags":[409],"class_list":["post-103037","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-retail-marketing","tag-case-study"],"_links":{"self":[{"href":"https:\/\/www.enricogiubertoni.com\/en\/wp-json\/wp\/v2\/posts\/103037","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.enricogiubertoni.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.enricogiubertoni.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.enricogiubertoni.com\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.enricogiubertoni.com\/en\/wp-json\/wp\/v2\/comments?post=103037"}],"version-history":[{"count":1,"href":"https:\/\/www.enricogiubertoni.com\/en\/wp-json\/wp\/v2\/posts\/103037\/revisions"}],"predecessor-version":[{"id":379094,"href":"https:\/\/www.enricogiubertoni.com\/en\/wp-json\/wp\/v2\/posts\/103037\/revisions\/379094"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.enricogiubertoni.com\/en\/wp-json\/wp\/v2\/media\/27210"}],"wp:attachment":[{"href":"https:\/\/www.enricogiubertoni.com\/en\/wp-json\/wp\/v2\/media?parent=103037"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.enricogiubertoni.com\/en\/wp-json\/wp\/v2\/categories?post=103037"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.enricogiubertoni.com\/en\/wp-json\/wp\/v2\/tags?post=103037"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}