What’s included…
Get a glimpse of the insights we highlight in the whitepaper:
Shopping “at the Edge”
Shopping journeys are more complex now, spanning a variety of physical and digital touchpoints before concluding on retailer websites. This trend highlights the importance of omnichannel strategies, as retailers need to enhance customer experiences across multiple platforms. How can retailers better understand customer behavior and preferences, and consequently offer more valuable, personalized shopping experiences?
‘Phygital’ Activations
The re-emergence of physical retail coupled with the steady growth of ecommerce highlights the importance of “phygital” activations. Blending physical with digital experiences creates more immersive and valuable shopping experiences that consumers are craving. What kind of activations are the most innovative retailers up to? From using AR for virtual try-ons, and smart mirrors to direct consumers to loyalty programs (both in-store and online), it’s wise to stay updated on how you can drive both foot and web engagement.
Declining Customer Loyalty
Nowadays, it’s easier than ever for consumers to switch brands. This is due to a variety of factors, like increasing expectations, high inflation, the cost of living crisis, and the sheer ease of brand-switching – especially in the digital age. Forced to rethink their loyalty strategies, retailers are going beyond traditional point-based systems. Brands are now focusing on creating emotional connections with their customers with more personalized marketing, exclusive memberships, and community-building. By leveraging data-driven insights, retailers can grow more equipped to build relevance and trust.
AI in Marketing
It goes without saying that AI is upending various aspects of our daily lives, and the field of marketing is no exception. Advanced analytics, AI and machine learning solutions can work with vast amounts of data to improve organizational performance, predict consumer behavior, personalize marketing efforts, and optimize ad placements in real-time – much faster than ever before. However, building consumer trust in AI-driven marketing is crucial. Transparency about how AI is used and ensuring ethical practices can help mitigate skepticism, and at this stage, many consumers hold a fair share of skepticism. How can a brand successfully leverage AI and gain consumer trust while they do it?
Privacy and First-Party Data
With the (somewhat delayed) phase-out of third-party cookies and stricter privacy regulations, the emphasis on first-party data has never been greater. Brands need to adopt privacy-centric practices (here are 3 best practices) and the right tools (e.g., Amazon Marketing Cloud), which are vital in enabling effective marketing and navigating digital success (here are 6 ways to drive effective marketing). By focusing on transparent data collection methods and offering value in exchange for customer data, retailers can maintain compliance and foster stronger customer relationships.
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