Three must-have customer journeys for omnichannel engagement

In today’s dynamic business landscape, customer centricity is vital for business success. Meeting customers exactly where they are in their unique buyer journeys is key. In fact, personalising customer journeys can have a big payoff, which can help businesses increase revenue by 5% to 15% across the full customer base.

We’ve gathered examples from leading brands that have redefined their customer journey strategies with Adobe Journey Optimizer. By harnessing the power of real-time insights and crafting personalised content delivered at precisely the right moment, these brands have not only increased customer engagement and lifetime value, but they have also set a new standard for consistency across customer experiences.

In this post we’ll share these examples:

1. Elevating fan engagement for a professional sports league
2. Increasing customer conversion and loyalty during the holiday season with personalised content
3. Optimising experiences with timely offers based on customer actions

1. Welcome home journey for engaging professional sports fans

In this welcome back journey, the sports fan is travelling back home to attend their favourite team’s game. The goal of the professional sports league is to make sure fans have a great experience before, during, and after the game to maintain customer loyalty and capture upsell opportunities. For this journey, segment qualification occurs when a sports fan flies back home from out of town and crosses into a geolocation fence within their sports team’s area limits. This event will send the customer into one of two customer journey flows.

The first journey flow sends the fan a newsletter about the upcoming game. When the fan passes by the team store, they enter another geofence, which triggers a real-time mobile push merchandise offer. This is great timing to encourage the sports fan to purchase their team’s jersey before the upcoming game.

The second journey is designed for the sports fan who is still in the consideration stage of going to the game. This fan will enter a journey flow on one of two paths depending on whether they have purchased a ticket or have yet to do so. If the customer has purchased a ticket, the condition will trigger the fan on the first path with a message about game details as well as an upsell opportunity to purchase a premium seat. The second path will send a reminder message that there is still time to buy a ticket to attend the game. If no action is taken by the fan, the ticket purchase journey will wait a day before sending a game reminder notification to encourage conversion.

2. Personalised holiday shopping offer journey

Holidays are prime time for brands to highlight unique products with exclusive offers. In this journey example, a grocery chain capitalises on the timeliness of customers looking to buy a turkey for Thanksgiving. The grocery chain can prepare for the busy holiday season by automating and personalising offers to its large customer base. To do this, the grocery chain crafts a journey that sends a personalised email with special pricing to qualifying customers who have made product purchases in the last year. This allows the grocery chain to hit its goals for increasing conversions and driving higher sales for the holiday season.

3. Win-back journey for a fast casual restaurant chain based on customer actions

The win-back journey gives brands the opportunity to engage with customers when they have taken a certain action, such as purchasing a product or to motivate customers to act with timely and relevant offers. In this journey example, a fast casual chain creates an audience for customers who have opted in to receive messages. Customers are qualified based on whether they have placed an order. If the customer has placed an order, it triggers a real-time in-app or SMS message to pick up their beverage from their nearest location. If the customer has not placed an order, an in-app or SMS message will be personalised according to local weather. If the day’s forecast shows chilly weather, the customer will receive an offer for a hot beverage or if the weather is hot, they’ll receive a cold beverage offer. With this journey, customers are given the optimal customer experience — receiving either a real-time message for picking up their ordered beverage while it is still hot or a timely personalised offer to prompt a beverage purchase — so that the fast casual chain increases its conversion rate.

Align journey use cases to your business objectives

Take a moment to digest these three journey use cases, then consider the possibilities for how your brand can leverage customer data to personalise right-time content to shape impactful customer journeys. With the right tool, initiating customer journeys can be an exciting opportunity to create customer-centric experiences.

Learn how Adobe Journey Optimizer can help to manage your cross-channel campaigns and one-to-one engagement with millions of customers all in one application.

Further recommended reading:

• The customer journey — definition, stages and benefits
• Introducing Adobe’s customer journey maturity model
• Igniting organisational readiness — embrace the power of customer journeys

Ariel Sultan is a product marketing manager for Adobe Journey Optimizer. She combines her MBA from NYU Stern School of Business specialising in marketing and sustainable business innovation with an entrepreneurial background from founding a video production and content marketing company. Her multifaceted expertise, shaped by roles with an outdoor apparel brand and in advertising, showcases her capability in branded content for globally recognised customers in the retail, travel and consumer goods industries. At Adobe, Ariel applies her experience to enhance product value and customer storytelling.

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