- Posted by Gabriela Angelova
- On 12.06.2017
- 0 Comments
- digital tactics, e-shop, personalization, personalized web experience, retailer, retailers
In order to deliver a personalized web experience, it is essential to be aware of your customer’s preferences so as to deliver your best. A recent study interviewed almost 500 retailers in an effort to really understand the state of marketing in the retailing industry. Consequently, according to it, we were able to pinpoint the main challenges which face these marketers:
1. Capturing customer data
Retailers must devise smart ways in a bid to acquire customer data for purposes of communication. This can be done through various fields such as email sign up forms on your company’s website, mobile data capture or even sign ups which are in-store.
Obviously, some ways are bound to work better as compared to others, but then again it is important to try every single method of data acquisition so as to provide your service satisfactorily.
2. Analysis of customer insights
The best methods of marketing are usually based on the much or little you know about a particular customer. You can, therefore, see that it is easier to collect email addresses than to just collect customers’ preferences or habits. Relevance definitely sells.
3. Delivery of personalized experiences
Only half of the retailers who were interviewed actually leveraged personalization of content. The most popular way of doing this was through email updates based on particular events or even email offers which are personalized according to the customer’s preferences.
Personalization is a cornerstone of most marketing strategies including product recommendations, landing pages and many more.
4. Attributing sales to marketing
Having a great understanding of which digital tactics are likely to produce great results is a prerequisite for chasing yielding marketing strategies and investments.
However, 41 % of the retailers did not really attribute their offline sales to the online market. In order to comprehend how the last transaction took place, the channels of attribution should get refined so as to foster your business growth.