Navigating the World of Omnichannel Marketing

by Dec 20, 2023Digital Presence0 comments

In today’s complex digital landscape, consumers seamlessly navigate across multiple channels while shopping. Omnichannel marketing is an approach that prioritizes the customer journey across all digital platforms and ensures brand consistency. By leveraging the power of digital platforms, brands can create a seamless and personalized experience for customers, regardless of whether they are browsing on a desktop browser, using a mobile app, or engaging with social media.

Brand consistency is a vital element of omnichannel marketing. It involves maintaining a cohesive and unified brand image across all channels, ensuring that customers can easily recognize and connect with the brand regardless of the platform they are using. This consistent experience builds trust, strengthens brand loyalty, and ultimately drives conversions.

This article explores the effectiveness of omnichannel marketing strategies and provides valuable insights on how brands can perfect their customer journey. From understanding the core principles of omnichannel marketing to implementing data-driven strategies and measuring success, this article covers everything you need to know to navigate the world of omnichannel marketing.

Omnichannel Marketing

Key Takeaways:

  • Omnichannel marketing prioritizes the customer journey across all digital platforms.
  • Brand consistency is essential for building trust and driving conversions.
  • Effective omnichannel strategies involve data-driven insights and measurements.
  • Implementing an omnichannel approach requires a seamless integration of digital platforms.
  • Personalization plays a crucial role in delivering a tailored customer experience.

What is Omnichannel Marketing?

Omnichannel marketing is a powerful strategy that prioritizes the customer experience across various digital channels, ensuring brand consistency and seamless interactions. By addressing the customer journey on desktop browsers, mobile apps, social media, and podcasts, brands can create a cohesive and personalized experience for their audience. This approach maximizes brand recall, favorability, and customer purchase intent.

In today’s digital landscape, customers expect a seamless transition between channels, whether they are browsing on their desktop, using a mobile app, engaging on social media, or listening to podcasts. Omnichannel marketing recognizes this and aims to provide a consistent experience at every touchpoint, enhancing both the brand perception and customer satisfaction.

An effective omnichannel strategy leverages each channel’s unique capabilities to deliver a unified brand message while tailoring content to suit the specific platform and user behavior. By utilizing data-driven insights, brands can gain a deeper understanding of their customers and create personalized experiences that build lasting connections.

Implementing an omnichannel marketing approach requires meticulous planning, data analysis, and strategic execution. It involves aligning marketing efforts across channels, ensuring consistent branding, and optimizing content for each platform. Additionally, measuring and analyzing the performance of different channels allows brands to make data-driven decisions and fine-tune their strategies for better results.

Benefits of Omnichannel Marketing include:

  • Enhanced customer experience across multiple channels
  • Increased brand recall and favorability
  • Higher customer purchase intent and conversions

To illustrate the impact of omnichannel marketing, let’s take a look at a table comparing customer engagement before and after implementing an omnichannel strategy:

Before Omnichannel StrategyAfter Omnichannel Strategy
Brand Recall30%55%
Favorability40%65%
Purchase Intent20%45%

This data clearly demonstrates the positive impact of a well-executed omnichannel marketing strategy on key metrics, such as brand recall, favorability, and customer purchase intent.

By embracing omnichannel marketing and delivering consistent experiences across desktop browsers, mobile apps, social media, and podcasts, brands can create a seamless customer journey that drives engagement, loyalty, and ultimately, business growth.

The Four Pillars of Omnichannel Marketing

Implementing an effective omnichannel marketing strategy requires four key pillars: data and insights, strategic planning, channel selection, and reporting and measurement. Each pillar plays a crucial role in ensuring the success and effectiveness of the overall omnichannel approach.

Data and Insights

The first pillar, data and insights, is the foundation of any omnichannel marketing strategy. By gathering and analyzing relevant data, brands can gain valuable insights into their customers’ behaviors, preferences, and purchase patterns. These insights help in identifying and engaging with consumers, enabling personalized and targeted marketing efforts.

Strategic Planning

Strategic planning involves developing a cohesive roadmap for the omnichannel marketing strategy. This pillar focuses on setting clear objectives, allocating budgets, and defining the target audience. By aligning marketing efforts with business goals and customer needs, brands can maximize their ROI and ensure a seamless customer journey across channels.

Channel Selection

Channel selection is a critical pillar that involves choosing the right platforms and touchpoints to engage with customers. It requires a thorough understanding of the target audience and their preferred channels of communication. By selecting the most effective channels, brands can reach their customers at the right time and in the right place, driving engagement and conversions.

Reporting and Measurement

The final pillar, reporting and measurement, enables continuous improvement and optimization of the omnichannel marketing strategy. By tracking and analyzing relevant metrics, brands can evaluate the performance of their campaigns and make data-driven decisions. This pillar helps in identifying areas for improvement, optimizing resource allocation, and enhancing the overall effectiveness of the omnichannel approach.

By leveraging these four pillars, brands can create a seamless and cohesive omnichannel marketing strategy that delivers personalized experiences, drives customer engagement, and achieves business goals. The integration of data and insights, strategic planning, channel selection, and reporting and measurement ensures a customer-centric approach and helps brands stay ahead in the competitive digital landscape.

Example of an Omnichannel Marketing Strategy in Action

A modern fashion brand can effectively implement an omnichannel marketing strategy by leveraging multiple channels to connect with their target audience. By using a combination of online and offline touchpoints, fashion brands can provide a seamless shopping experience that caters to the preferences and needs of their customers.

Online Channels

The key online channels that contribute to a successful omnichannel marketing strategy for fashion brands include:

  • Online Store: An intuitive and user-friendly online store allows customers to browse and shop for products at their convenience. The online store should integrate smoothly with other channels and provide personalized product recommendations based on customer preferences.
  • Mobile App: A mobile app complements the online store and offers additional features such as push notifications, exclusive offers, and a seamless browsing experience for customers on the go.
  • Personalized Advertising: Utilize data-driven advertising techniques to deliver personalized ads on social media platforms and other digital platforms. This helps in targeting specific consumer segments with relevant and tailored messages, increasing the likelihood of conversion.
  • Location-based Ads: Use location-based mobile ads to reach customers in their vicinity and deliver targeted offers and promotions based on their geographical location.
  • SEO and Paid Search: Implement effective search engine optimization (SEO) strategies to increase the organic visibility of the fashion brand’s website. Paid search campaigns can complement SEO efforts by driving targeted traffic to specific product pages.
  • Email Marketing: Leverage email marketing to nurture customer relationships, promote new collections, and deliver personalized campaigns based on customer preferences and behaviors.
  • Social Media: Maintain an active presence on relevant social media platforms to engage with customers, share fashion inspiration, and promote new products. Social media platforms provide an opportunity to create a dialogue with customers and gather valuable insights.

In-store Experience

The in-store experience must align with the online efforts to provide a consistent brand experience. Fashion brands can enhance the in-store experience by:

  • Allowing customers to browse product availability online before visiting the store.
  • Offering seamless integration between the online and offline inventory, enabling customers to check availability and place orders both online and in-store.

By effectively implementing an omnichannel marketing strategy, fashion brands can create a cohesive customer journey that seamlessly integrates online and offline touchpoints, providing a personalized and engaging experience throughout the entire customer lifecycle.

Fashion Brand Omnichannel Marketing

Real-World Omnichannel Marketing Case Study

In the realm of omnichannel marketing, the concept of “phygital retail” has emerged as a powerful strategy that allows businesses to seamlessly integrate their physical and digital retail experiences, creating a truly immersive and cohesive customer journey.

An exemplary brand that has successfully adopted the phygital retail approach is Decathlon. By embracing the latest technological advancements and incorporating innovative strategies, Decathlon has revolutionized the way customers interact with their brand.

One of the key aspects of Decathlon’s omnichannel strategy is facilitating convenient and contactless transactions through curbside pickups and contactless payments. This allows customers to seamlessly transition between their online and offline experiences, enhancing convenience and customer satisfaction.

Location-based mobile marketing is another crucial component of Decathlon’s omnichannel approach, allowing the brand to engage with customers in a targeted and personalized manner. By leveraging geolocation data, Decathlon can provide customers with relevant offers, recommendations, and promotions in real-time based on their physical proximity to a Decathlon store.

Furthermore, Decathlon has harnessed the power of augmented reality (AR) and virtual reality (VR) technologies to enhance customer engagement and create unique experiences.

For instance, through AR, customers can virtually try out sports equipment or visualize how certain products will look in their home before making a purchase decision. This immersive experience not only drives customer engagement but also reduces the uncertainty associated with online shopping.

Decathlon’s omnichannel marketing strategy serves as a prime example of how businesses can successfully merge their online and offline experiences, leveraging location-based mobile marketing and cutting-edge technologies like AR and VR to create unforgettable customer journeys.

Decathlon’s Omnichannel Marketing Strategy Features:

ComponentsBenefits
Curbside Pickups and Contactless PaymentsEnhanced convenience and seamless transition between online and offline experiences
Location-based Mobile MarketingPersonalized offers and promotions based on customers’ physical proximity to Decathlon stores
Augmented Reality (AR)Virtual product try-on and visualization, reducing uncertainty associated with online shopping
Virtual Reality (VR)Creating immersive experiences and driving customer engagement

Decathlon’s omnichannel marketing approach not only fosters brand loyalty but also enables the brand to connect with customers in meaningful ways, enhancing the overall customer experience and cementing their position as an industry leader.

Using Social Videos to Drive Sales and Engagement

Social videos have emerged as a powerful tool for brands to drive sales and boost engagement. Leveraging popular platforms like Instagram, Pinterest, and Facebook, businesses are strategically promoting their products and services through captivating videos. By incorporating social videos into their omnichannel marketing strategies, brands can effectively capture the attention of their target audience and facilitate higher customer engagement.

One innovative feature that has revolutionized the way customers interact with social videos is the concept of shoppable videos. These videos allow viewers to make purchases directly from the video itself, creating a seamless and immersive shopping experience. With just a simple click, shoppers can explore the product details, add items to their cart, and complete the purchase without having to navigate away from the video. Shoppable videos not only enhance the convenience of online shopping but also increase conversion rates by reducing friction in the customer journey.

Social media influencers play a pivotal role in driving engagement and conversions through social videos. With their large following and impactful presence, influencers have the ability to amplify brand messages and recommendations to a highly engaged audience. By partnering with social media influencers, brands can tap into their followers’ trust and admiration for the influencer, generating greater interest and credibility for the products being showcased in the videos. The influence of social media influencers can significantly boost brand awareness, social proof, and ultimately, conversions.

The integration of social videos in an omnichannel marketing strategy allows brands to create a cohesive and immersive customer experience across multiple digital platforms. Whether it’s a how-to tutorial, behind-the-scenes footage, or product demonstrations, videos have the power to evoke emotions, capture attention, and foster a deeper connection with the audience. By harnessing the potential of social videos, brands can effectively drive sales, enhance engagement, and strengthen their overall marketing efforts.

Key Benefits of Using Social Videos:

  • Increased brand visibility and awareness
  • Higher customer engagement and interaction
  • Enhanced storytelling capabilities
  • Improved conversion rates
  • Amplified reach through social media influencers
  • Promotion of brand authenticity and credibility

Leveraging Customer Data for Personalized Omnichannel Experiences

Leveraging customer data is critical to delivering personalized omnichannel experiences that resonate with consumers. Brands like The Detox Market have successfully utilized offline customer insights to create a seamless and successful online shopping experience. By understanding customer behaviors, preferences, and buying journeys, brands can tailor their marketing efforts across online and offline channels, resulting in increased brand loyalty and customer satisfaction.

Utilizing Data to Inform Customer Experiences

Personalization lies at the core of effective omnichannel marketing. By harnessing customer data, brands gain valuable insights into individual preferences, purchase history, browsing habits, and more. This data enables brands to create tailored experiences that meet the unique needs of each customer, driving engagement, conversions, and ultimately, revenue.

Whether it’s analyzing online behavior such as website interactions, social media engagements, or email open rates, or leveraging offline data from in-store purchases and loyalty programs, brands can gain a deeper understanding of their customers’ preferences and behaviors.

Delivering Consistency Across Channels

Personalization is only effective when it is consistent across all customer touchpoints. Omnichannel marketing allows brands to deliver personalized experiences seamlessly across online and offline channels.

For example, a customer who has browsed a specific product category on a brand’s website should see relevant recommendations when they visit the brand’s physical store. By integrating customer data and aligning messaging and offers across channels, brands can provide a cohesive experience that feels tailored to each customer’s unique journey.

Enhancing Customer Loyalty and Brand Advocacy

Personalized omnichannel experiences have the power to foster customer loyalty and transform customers into brand advocates. When customers receive offers, recommendations, and messaging that align with their preferences and behaviors, they are more likely to develop a strong affinity for the brand.

This loyalty not only leads to repeat purchases but also encourages positive word-of-mouth, ultimately driving new customer acquisition. By leveraging customer data to create personalized omnichannel experiences, brands can cultivate a loyal customer base and generate sustainable business growth.

Customer Data

Sephora’s Omnichannel Success

Sephora, a leading beauty retailer, has become a prime example of the immense potential of an effective omnichannel marketing approach. By seamlessly integrating its physical and digital channels, Sephora has been able to provide customers with a personalized and convenient shopping experience.

One of the standout features of Sephora’s omnichannel strategy is their “Buy Online, Pick Up In-Store” option, which allows customers to browse and purchase products online, and then conveniently collect their items from a nearby Sephora store. This integration of physical and digital channels not only offers customers flexibility and convenience but also helps drive foot traffic to their brick-and-mortar locations.

An innovative addition to Sephora’s in-store experience is the use of “In-Store Digital Mirrors.” These interactive mirrors allow customers to virtually try on different makeup products, without actually applying them to their skin. This technology provides a unique and engaging way for customers to explore different looks and experiment with products before making a purchase.

Complementing their physical and in-store experiences, Sephora has also developed a robust mobile app. This app serves as a digital companion for customers, offering features such as loyalty rewards, personalized product recommendations, and even in-store services like booking beauty appointments or accessing tutorials and How-To videos.

Sephora’s success in seamlessly integrating its physical and digital channels and offering innovative features showcases the power of an omnichannel marketing approach. By prioritizing the customer experience through various touchpoints, Sephora has been able to enhance brand loyalty and establish itself as a leader in the beauty industry.

With Sephora’s omnichannel strategy, customers can enjoy a holistic and personalized shopping experience, whether they choose to browse online, visit a physical store, or utilize the mobile app. This level of integration and convenience sets a standard for other retailers looking to optimize their omnichannel marketing efforts and meet the evolving expectations of their customers.

Understanding Omnichannel Attribution and Measurement

Omnichannel attribution and measurement play a crucial role in the success of any omnichannel marketing strategy. By accurately tracking and analyzing customer touchpoints across various channels, marketers can gain valuable insights into the effectiveness of their marketing efforts, allocate resources more efficiently, and provide personalized experiences to customers.

Attribution refers to the process of assigning credit to the different marketing touchpoints that contribute to a customer’s journey. It helps marketers understand which channels and campaigns are driving conversions and allows them to optimize their strategies accordingly. By identifying the most influential touchpoints, marketers can allocate their budgets smartly and ensure that each channel receives the attention it deserves.

Measurement, on the other hand, involves quantifying the impact of each touchpoint through various metrics. These metrics can include click-through rates, conversion rates, customer lifetime value, and more. Accurate measurement enables marketers to identify the channels that are most effective in driving conversions or achieving specific goals. It also helps in assessing the return on investment (ROI) of different marketing initiatives.

The Importance of Customer Touchpoints

Customer touchpoints are the various interactions that a customer has with a brand across different channels. These touchpoints can include website visits, social media interactions, email open rates, in-store visits, and more. Each touchpoint provides an opportunity for the brand to engage with the customer and influence their purchasing decisions.

By tracking and analyzing customer touchpoints, marketers can gain insights into the customer journey, identify pain points, and optimize the brand’s messaging and offerings. Understanding the customer touchpoints also enables marketers to provide a seamless and personalized experience across channels, resulting in increased customer satisfaction and loyalty.

Benefits of Omnichannel Attribution and Measurement

Implementing effective omnichannel attribution and measurement techniques offers several benefits for marketers:

  • Optimized resource allocation: By accurately attributing conversions to specific touchpoints, marketers can allocate their budgets and resources more effectively. This ensures that each channel receives the necessary investment to drive results.
  • Enhanced customer experience: With a deep understanding of customer touchpoints, marketers can provide personalized experiences across channels. This personalized approach enhances customer satisfaction, increases engagement, and promotes brand loyalty.
  • Data-driven decision making: Omnichannel attribution and measurement provide valuable data insights that inform strategic decision making. Marketers can identify trends, evaluate campaign performance, and make data-driven adjustments to their strategies to maximize ROI.

Overall, omnichannel attribution and measurement enable marketers to gain a comprehensive view of their marketing efforts. With accurate insights into customer touchpoints, marketers can optimize their strategies, deliver personalized experiences, and achieve better results.

Benefits of Omnichannel Attribution and Measurement
Optimized resource allocation
Enhanced customer experience
Data-driven decision making

Importance of Personalization in Omnichannel Marketing

Personalization is a critical element in the world of omnichannel marketing. Marketers face numerous challenges, including gaining insights quickly, having enough data, and ensuring data accuracy. However, by leveraging both offline and online data, brands can deliver a seamless and personalized customer experience that drives engagement and boosts conversions.

The ability to personalize messages based on customer preferences and behaviors is key to successful omnichannel marketing. By tailoring content to individual needs and interests, brands can establish a deeper connection with their target audience and build long-term loyalty. In a world where consumers are constantly bombarded with marketing messages, personalized communication stands out, creating a unique and memorable brand experience.

One of the main advantages of personalization in omnichannel marketing is the ability to offer relevant recommendations and product suggestions to customers. By analyzing previous interactions and purchase history, brands can provide tailored and targeted recommendations that match individual preferences. This level of personalization enhances the customer’s shopping experience, making it more convenient and enjoyable.

Furthermore, personalization allows brands to send timely and contextually relevant messages to customers. By leveraging real-time data, such as browsing behavior or location, brands can deliver targeted offers and promotions that align with the customer’s current needs and circumstances. This level of personalization enhances the customer’s perception of value, increasing the likelihood of conversion and repeat purchases.

It is essential for marketers to overcome the challenges associated with personalization in omnichannel marketing. The speed at which insights are gained, the quantity and accuracy of data, and the ability to analyze and leverage that data effectively play crucial roles in successful personalization strategies. By investing in robust data infrastructure, advanced analytics tools, and continuous optimization, brands can overcome these challenges and reap the benefits of personalized omnichannel marketing.

Benefits of Personalization in Omnichannel Marketing

Personalization in omnichannel marketing offers several significant benefits:

  • Enhanced customer experience: Personalization creates a more engaging and relevant brand experience, increasing customer satisfaction and building brand loyalty.
  • Increased customer engagement and loyalty: By tailoring messages and recommendations to individual preferences, brands can forge stronger connections and encourage repeat purchases.
  • Higher conversion rates: Relevant offers and targeted promotions drive higher conversion rates as they cater to the customer’s specific needs and interests.
  • Improved marketing efficiency: Personalization optimizes marketing efforts by focusing resources on the most relevant channels and messages, ensuring maximum return on investment.

By embracing personalization in the context of omnichannel marketing, brands can create a competitive edge, drive customer engagement, and achieve exceptional results in today’s dynamic and customer-centric business landscape.

The Benefits of Omnichannel Marketing

Omnichannel marketing brings numerous benefits to brands, creating an exceptional customer experience, increasing the return customer rate, and ultimately driving sales. By implementing a cohesive strategy that spans multiple channels, brands can successfully engage and retain customers, fostering long-term loyalty.

One of the primary advantages of omnichannel marketing is the enhanced customer experience it provides. By seamlessly integrating various platforms such as websites, mobile apps, and social media, brands can create a consistent and personalized journey for customers. This ensures a seamless transition between channels, delivering convenience and relevancy at every touchpoint.

Another significant benefit is the potential increase in the return customer rate. By retargeting and engaging with existing customers across different channels, brands can reinforce their presence and build stronger relationships. This personalized approach encourages repeat purchases and brand advocacy, contributing to a higher return customer rate.

The impact on sales is also a key benefit of omnichannel marketing. By reaching customers on multiple channels, brands can widen their reach and capture a broader audience. This increased brand exposure and accessibility can lead to more conversions and revenue generation.

Furthermore, the collection and analysis of data in omnichannel marketing provide valuable insights and efficiencies for brands. By tracking customer behavior and engagement across various channels, brands can uncover patterns, preferences, and purchase intent. This knowledge enables efficient resource allocation, better targeting, and optimization of marketing efforts to deliver maximum impact.

Conclusion

Implementing effective omnichannel marketing strategies is crucial in meeting the changing expectations of customers. In today’s digital landscape, brands need to embrace the convergence of physical and digital retail to create seamless customer experiences. By leveraging social videos to drive engagement and utilizing customer data for personalization, brands can stay ahead in the ever-evolving business landscape.

A successful omnichannel strategy involves adopting various strategies and tactics to ensure brand success. Brands can learn from industry leaders like Sephora, who have seamlessly integrated their physical and digital channels to provide personalized and convenient experiences for their customers. By prioritizing measurement and attribution, marketers can accurately analyze customer touchpoints and optimize their marketing efforts.

Customers today expect personalized experiences and consistency across all channels. By implementing omnichannel marketing strategies, brands can meet these expectations and create a strong connection with their audience. The key to success lies in understanding customer expectations, utilizing data for personalization, and continuously evolving strategies to adapt to the changing market dynamics. With effective omnichannel marketing, brands can enhance the customer journey, drive success, and stay ahead of the competition.

FAQ

What is omnichannel marketing?

Omnichannel marketing is an approach that prioritizes the customer experience across all digital platforms to ensure brand consistency. It involves addressing the customer journey on every channel, including desktop browsers, mobile apps, social media, and podcasts.

What are the four pillars of omnichannel marketing?

The four pillars of omnichannel marketing are data and insights, strategic planning, channel selection, and reporting and measurement. Data and insights help in identifying and engaging with consumers, strategic planning involves budget allocation and audience targeting, channel selection focuses on choosing the right platforms, and reporting and measurement enable continuous improvement and adjustments within the strategy.

How can a fashion brand implement an omnichannel marketing strategy?

A modern fashion brand can employ an omnichannel marketing strategy through various channels. This includes an online store and mobile app for seamless browsing and personalized recommendations, personalized and retargeted advertising on social media, location-based mobile ads for targeted offers, SEO and paid search for increased visibility, video advertising showcasing the latest collections, email marketing for personalized campaigns, and active social media presence. The in-store experience aligns with the online efforts, allowing customers to browse, check availability, and place orders.

Can you provide an example of a brand successfully implementing omnichannel strategies?

Sephora showcases the power of an omnichannel strategy by seamlessly integrating its physical and digital channels. Features like “Buy Online, Pick Up In-Store” and “In-Store Digital Mirrors” provide customers with a personalized and convenient experience. The Sephora mobile app acts as a digital companion, offering loyalty rewards, personalized recommendations, and in-store services.

How can social videos be leveraged to drive sales and engagement?

Brands are leveraging social media platforms like Instagram, Pinterest, and Facebook to promote products through videos. Shoppable videos allow customers to make purchases directly from the videos, creating a more engaging shopping experience. Social media influencers play a crucial role in this strategy, amplifying the brand message and driving conversions.

How can customer data be leveraged for personalized omnichannel experiences?

By understanding customer behaviors, preferences, and buying journeys, brands can tailor their marketing efforts and foster brand loyalty. Offline customer insights can be used to create a successful online shopping experience, combining online and offline data to deliver a seamless and personalized customer experience.

What makes Sephora a successful example of omnichannel marketing?

Sephora seamlessly integrates its physical and digital channels, providing customers with a personalized and convenient experience. Features like “Buy Online, Pick Up In-Store” and “In-Store Digital Mirrors” enhance the customer journey. The Sephora mobile app offers loyalty rewards, personalized recommendations, and in-store services, acting as a digital companion.

How can marketers measure the impact of omnichannel marketing touchpoints?

Omnichannel attribution and measurement allow marketers to understand the impact of each marketing touchpoint. By tracking customer interactions across channels and devices, marketers can optimize their efforts and allocate resources effectively. Accurate measurement is crucial for identifying the channels that drive conversions and providing a one-to-one personalized customer experience.

How important is personalization in omnichannel marketing?

Personalization plays a vital role in omnichannel marketing. By leveraging both online and offline data, brands can deliver a seamless and personalized customer experience. The ability to personalize messages based on customer preferences and behaviors is key to successful omnichannel marketing.

What are the benefits of omnichannel marketing?

Omnichannel marketing offers several benefits, including an enhanced customer experience, increased return customer rate, and sales. By retargeting and engaging with existing customers across multiple channels, brands can drive customer loyalty. The collection and analysis of data also allow for efficient resource allocation and optimization of marketing efforts.

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