Plan – Take our multichannel retail benchmark
Reach – Learn how to drive reach through paid and natural search
Act – Learn how to turn browsers into buyers with detailed re-targeting advice
Convert – Our ‘E-commerce Digital Gurus and merchandising guide to boost conversion
Engage – Use social media to boost customer advocacy and new sales
Digital Marketing for Retailers
Integrate your online and offline sales channels
In an increasingly competitive marketplace filled with change and innovation, small businesses are now having to compete with larger organizations like never before. It’s no longer good enough to rely solely on word-of-mouth for increased business and new customers. Retailers must now provide an omnichannel shopping experience that brings people in and brings people back.
What does this have to do with online marketing? More or less, everything. If you want to achieve retail success, you need to have a strategy that leverages not only social media and email, but one that also gets creative and makes good use of new forms of marketing.
According to Statista, retail e-commerce sales worldwide reached $2.84 trillion in 2018 and are expected to reach 4.9 trillion in 2021. Translation: the Internet isn’t going anywhere.
Give them what they want, when they want it, and how they want it.
"69% of retailers believe that ‘improving data analysis to better understand customer experience requirements is a very important priority"
Tools That Make Life Easier for Retailers
Everything Retail Marketers Need in One Place
Our Marketing Strategy is focused on best practices to increase sales and profitability of transactional e-commerce sites including retail, travel and financial services. We always use a proven structured approach to help our Clients, Manage and Optimize their digital marketing needs to boost their profits and gives a winning edge over competitors.
We have a full life cycle structured around our Digital Race Planning framework.
Using Data to Enhance Customer Experience
Retailers recognize that they have access to a substantial amount of data, and are actively working to use it to better target prospective customers, optimize customer experience, and bridge the gap between online and in-store.
Making use of this data depends on having the right people in place to analyze it. Retailers must be willing to invest in hiring data specialists and facilitating continuing education, to ensure that their insights are actually useful.
The next step is to apply data where it’s needed. Research has shown that for more than a quarter of retailers, customer experience is the number one priority for differentiation from other brands. The data that retailers hold – and analyze – is extremely helpful in tailoring the experience to individual customers.
For example, by knowing when a customer is most likely to browse a website, visit a store, and ultimately make a purchase, retailers can send offers at times and in situations that have the best prospect of encouraging an action.
If a customer has a tendency to visit the store on a Friday afternoon, there’s no real point in sending offers on a Tuesday morning. Grab their attention on Friday morning instead, when they’re most likely to be in the area and willing to make a visit. It’s a simple scenario, but it demonstrates how a joined-up approach to data as part of omnichannel marketing can yield results.
Integration with Internet of Things (IoT)
The Internet of Things will also prove important here. Amazon’s Dash buttons made their debut in 2015, allowing customers to restock on a variety of household items with just one tap. They were phased out in 2019, but their disappearance doesn’t equate to a complete failure.
Although their commercial viability diminished over time, as an experiment, it was something of a success. The behavior of customers using Dash has helped to inform the continued evolution of Amazon’s Alexa. Instead of searching in kitchen drawers for pesky plastic buttons, customers can simply call out to Alexa and order items in a matter of seconds.
And this principle isn’t limited to online retailers. Macy’s embraced the Internet of Things with the introduction of beacon alerts a few years ago. When using the Macy’s app in-store, customers receive recommendations and special offers based on their existing purchases, browsing habits, and even their position within the store.
For example, if you’ve been checking out watches online, when walking into the jewelry section, you might receive a ping containing special deals or coupons for you to use while you’re there. This creates an experience that’s customized and relevant, which can present customers with a compelling incentive to part ways with their cash!
Creating a Customer-Centric Culture
Today’s retail sector has been completely revolutionized by digital technology. But for all the innovation and progress, the most important factor will always be the customer.
A customer-centric culture is absolutely essential for any retailer, whether they’re online-only, just about making their way into e-commerce, or anywhere in between. It pulls together all of the technical aspects and injects a sense of humanity back into retail.
Understanding the customer journey, and all its key touchpoints are the first step. From there, retailers must create a multi-departmental continuum between the digital and offline customer experience.