3 Examples of Cross-Channel Orchestration That Convert By Design

Can you make every touchpoint in the customer journey count toward conversion and loyalty goals? It’s the gold standard for customer experience strategies today, as marketers and CRM managers face shrinking budgets and skyrocketing growth targets. The mandate to “do more with less” while fostering long-term loyalty has raised the stakes to deliver seamless, personalized experiences across channels and destinations. Growth-oriented teams are turning to cross-channel orchestration to unify the end-to-end customer journey, accelerating time to value and conversion.

Done right, cross-channel orchestration empowers customers to reach their goals faster so that you can too. That’s why we’ve put together a selection of real-world examples of this approach, offering proven strategies to show up when and where it matters most for customers, and drive repeatable conversions.

What is Cross-Channel Orchestration?

Cross-channel orchestration is a strategic approach to engaging customers that focuses on delivering seamless, personalized experiences across multiple channels. Unlike multi-channel engagement, which involves messaging customers across various channels in silos, cross-channel orchestration integrates channels to create a unified customer journey that offers unique and consistent value at every touchpoint. This approach empowers teams to show up for customers on their preferred terms, while allocating team resources where they will have the most impact.

3 Examples of Successful Cross-Channel Orchestration to Inspire Your Strategy

Many brands talk the talk of cross-channel orchestration, but not many can effectively deliver on the promise. The following examples offer inspiration from the front lines of customer experience innovation to help you understand what’s now possible with the right tools in hand to bring cross-channel orchestration to life.

Carrefour Keeps Customers Informed with Real-Time Inventory Alerts

As price sensitivity skyrockets, retailers need to keep their customers informed with the most up-to-date information — potentially a make-or-break factor in clinching a sale over a competitor. This can be challenging with frequent price and inventory fluctuations, leaving customers frustrated when the items they seek aren’t actually available or feature inaccurate prices upon check out.

Global retailer Carrefour set out to meet shoppers where they are with personalized offers at scale across channels to help customers check items off their list. The brand introduced a selection of offers that dynamically adapted to customer location and in-store inventories in real-time across channels including app, push, message center, email and SMS.

The Impact

• 2X engagement with personalized content
• 50% reduction in customer frustration due to improved relevance

Why It Worked

Carrefour offered timely up-to-date offers for customers everywhere they chose to engage with the brand. Customers didn’t have to search for information and could adjust their expectations accordingly based on inventory — no in-the-moment surprises or inconveniences. 

Hawaiian Airlines Streamlines the End-to-End Travel Journey

With rising customer expectations for frictionless day-of travel experiences, Hawaiian Airlines revamped their customer experience strategy with a unified, cross-channel approach, offering all of the real-time information passengers need throughout their day to feel ready for travel.

From targeted in-app messaging encouraging mobile wallet adoption to real-time flight updates via Live Activities, Hawaiian put customers in control of their own journey and eliminated the far too common friction points that can make or break a travel day.

The Impact

• 26% increase in Google Wallet adoption
• 6.5X increase in customers registering on first app open
• 23% increase in notification opt-in rates

Why It Worked

Hawaiian targeted a high-stress point. Delivering timely information via highly visible channels reduced anxiety and improved satisfaction. Rather than forcing customers to search for the information they need, they had it all at their fingertips at exactly the right moment. 

bol Scales Personalized Product Recommendations 

Today, most retailers go beyond addressing customers by  first name — the least valued personalization — to deliver more targeted promotions. But many still struggle to do so consistently across channels and at the scale customers now expect. 

To create a unique selling proposition for its app, online marketplace bol encouraged customers to share their interests in products and, in turn, receive exclusive alerts across their preferred channels — email, in-app and push — when those products were discounted. This was positioned as a unique, app exclusive feature to attract new users and increase opt-ins.

The Impact

• 3X higher push open rates than the retail category average
• 3X higher opt-in rates

Why It Worked

In the ultra competitive e-commerce landscape, bol uncovered exactly what customers were searching for and delivered concrete value in the form of discounts through real-time notifications on channels of choice. This empowered customers to take immediate action to secure their savings and check an item off their wish list. 

Master Cross-Channel Orchestration for Growth

Each of the above examples offers a proven strategy for engaging customers where and when it matters most, and delivering unique, tailored value based on their unique context. If you’re interested in bringing any of these strategies to life, book a meeting with our team or fill out the form below to have your Account Manager reach out to you.

Not sure where to get started? We’ve put together a five-step success framework for creating unified, cross-channel customer experiences, along with tips to execute those steps without burning out your team or budget. Download it here.

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