Multichannel in action: analyzing real-life scenarios

Businesses that continue to measure success by ‘cost per lead’ are losing money. Even a year ago, the path to purchase usually followed a familiar chain: advertising — website — video review — selections — search — reviews — social media. But today, everything is changing, according to experts at Fincraft Capital Czech Republic. Customers may start with ChatGPT, formulate a query, compare brands, get links, read reviews, and only then move on to choosing a product. Some go straight to TikTok for reviews, others to YouTube, and still others look for answers in chats and reviews.

Online user behaviour is becoming unpredictable, and classic scenarios no longer work. Impulse purchases still happen, but most users act according to plan. This is especially noticeable with products that are used regularly: cosmetics, personal care, appliances, and children's products.

People add items to their favourites and wait for the right moment — a sale or price reduction. And the longer a person thinks, compares, searches, and hesitates, the more touchpoints they have. This means it is important to understand where and when they intersect with you. Otherwise, the ‘see-saw’ effect — ‘advertising doesn't work here’ — can stifle an effective promotion channel.

In order not to lose potential buyers, it is important for businesses to see not only the final action — the purchase — but also the entire path leading up to it. Experts at Fincraft Capital company identify four situations in which multichannel marketing plays a key role.

Conscious and careful selection. This is how products in this category can be characterised. Buyers may return and research through various channels before making a final decision. They read articles, save posts and websites, watch video reviews, study, compare, and think. They care about arguments: why this particular product, why this particular seller, and how it differs from competitors. The task of advertising is to prove value, give compelling reasons, and show that the purchase is justified.

To track behaviour and build the right communication:

• Set up behavioural analytics on the website. How much time does the customer spend on the pages? What are they looking at? Where did they come from? Pre-purchase behaviour shows what articles they read, what videos they watched, what they searched for on the website.
• Launch automatic email chains (auto-funnels): if a person has downloaded a guide, subscribed to a newsletter, or started an order but did not complete it, offer them additional materials, case studies, reviews, or a bonus.
• Use first-party data: if you have an email address or phone number, link it to activity on the website and in CRM.

In practice, scenarios 1 and 2 often overlap. For example, expensive goods take a long time to buy — this means both a high cheque and a long cycle. But the separation helps to build a more accurate strategy: with a long cycle, it is important not to lose the customer's interest, and with a high cheque, it is important to convincingly demonstrate the value of the product.

There are categories of goods that are purchased once a year or even less frequently. Air conditioners, suitcases, garden furniture, winter tyres — these are all examples of ‘infrequent demand’. You can only sell here if you catch the ‘window of opportunity’ in time — and be visible when the customer starts choosing.

Managers at Fincraft Capital s.r.o. advise doing the following:

• Periodically remind customers about yourself through content: compilations, reviews, seasonal posts. Even if the customer is not ready to buy now, you will remain in their memory.
• If you have a customer base, launch repeat campaigns based on previous interests. For example, those who were interested in prams a year ago can be shown a selection of stroller models.
• Study the issue of seasonality of demand, use data from aggregators and analytical platforms.

If you have just launched or operate in a narrow niche, you are likely to be unknown. Even if the advertising works, the customer may not decide to buy — they will check the website, look for reviews, and look at social media. And if they don't find any confirmation at this stage, trust will be lost.

What to do:

• Track incoming traffic from search engines by brand name — if people are searching for you by name, it means the advertising has worked.
• Collect reviews, negotiate with bloggers and experts, and create case studies. Give customers something to rely on.
• Add a chatbot or online consultant to immediately answer questions and engage with those who are unsure.

‘Take a test budget, analyse the results – which advertising channel brought in the most orders at the lowest cost, and that's where we work.’ That's right, it's quite simple. Until recently, large and small companies alike determined the effectiveness of their promotion channels without overthinking it.

Today, multichannel is not just a buzzword. The fact that advertising did not generate direct sales does not mean that it is useless. Perhaps it was the catalyst that started the path to purchase. To understand this, you need analytics that take into account the entire chain of customer actions. The winner is the one who can build a system in which every step of the customer is understood and analysed.

Are you a dropshipper? Looking for suppliers of complex technology, electronics or fashionable clothing? We can help you. Fincraft Capital s.r.o. only works with verified suppliers. We evaluate each one according to dozens of criteria — this reduces risks and helps us work smoothly.