How retailers can add value by being relevant


When it comes to retailers connecting with customers, the right digital marketing approach is crucial to converting sales. A key part of this is personalizing and tailoring communications so that they tap directly into what a customer wants and needs in crucial buying moments and help guide their decision-making.

How the pandemic has impacted consumer expectations of retailers

The retailers who win are those who make the process as transparent as possible and give customers as many options as possible, especially now with limited options due to supply chain issues resulting from the pandemic. For example – if someone makes a purchase online, returns that item to the store, and then buys something on the spot in the store, the brand needs to understand that – and use that to improve the consumer’s experience the next time they purchase. This level of personalization – where the customer has a real-time shopping experience that is unique to them – encourages repeat purchases and builds customer loyalty Brands need to be able to connect the dots and use past customer behavior to influence how they interact in the future.

By learning and growing with a consumer’s likes, dislikes and expectations, retailers will be able to continue to develop their personalized communications, which positions them as relevant and valuable to the people they are trying to connect with and, thus , establish loyal and lasting relationships. The deeper these relationships are, the more valuable they become and, of course, the longer the relationship will last.

Brick and mortar or online (ex: are people looking for that in-person experience?)

Online shopping has seen a massive increase during the pandemic for obvious reasons. While helpful to many, this has created the question of whether retailers should keep their physical stores or should they focus on an online-only presence. A retailer often cannot afford not to be everywhere, and therefore must distinguish between being a smart spender and paying too much for ubiquity. Ultimately, consumers are in control, so retailers need to be where those customers are at all times.

Planning for the crossover between in-store and online means having the right systems in place and making sure these systems communicate with each other regularly (after-sales service, sales team, social media, etc.). This allows retailers to have the ability to know what people have purchased online and on their receipt when they shop in-store and can use this information to better connect with their customers by then providing those shoppers with an offer based on all the places they have shopped before. Retailers who following this way of thinking are the ones who will win; those who ensure that all data sources are connected to each other and use them to their advantage.

When we talk about personalized communication with customers, we are really talking about relevance and value. Being relevant retailers by marketing in a unique way is key to grabbing attention, but delivering value is what will keep them coming back. Whether in-store, online, or on mobile, it’s important for retailers to create engaging and personalized cross-channel customer interactions that turn new customers into returning, loyal buyers. By tracking online and in-store spending habits, retailers can determine whether or not to consolidate their physical presence, without completely removing the option from their sales equation.

All this and more about consumer marketing, relationships and spending is available in Emarsys’ UnPredictions 2022. Here, marketers can find strategies similar to these that contain key goals for marketers as they seek to improve customer experience and drive genuine loyalty. Commerce Marketing Impredictions Powering Priorities 2022 here.

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