Transactional communications provide pivotal opportunities for brands to build loyalty, trust, customer satisfaction and, in turn, incremental sales. As the marketing landscape continues to evolve more and more customers yearn to receive transactional communications not just through email. Customers want brands to give them options to receive transactional messaging in other ways. To cater to consumer expectations, marketers should leverage a cross-channel approach.
Brands should consider incorporating the following cross-channel transactional touch points as part of their communication strategy:
1. Pick up your order in-store
Brands offering a site-to-store pick up option should enable customers to choose whether they want their communications via email or SMS. Target gives customers the opportunity to provide their communication preference when picking up their order in-store. Here’s an example of their SMS touch point: