In-store retailers need to leverage "Omnicanality" to effectively direct sales to the internet

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 06, 2020, 2:38 PM UTC

Compensating for declining in-store traffic through aggressive mass marketing and promotional efforts has traditionally negatively impacted margins.

Omnicanality – Addressing in-store customers through channels like emails and social network hold a significant opportunity for customers. The approach can also offer stores the capacity to maintain their activities during the crisis.

Retailers need to identify their best customers and target similar profiles in their campaigns to get consumers who will generate the most value over time.  Individualised marketing can offer an effective path for transforming store customer traffic to web traffic.

Brands also need to utilise AI to identify the needs of their customers as well the best time to reach out to them. AI-enabled analysis can also enable brands to serve individualised product recommendations and turn purchase intentions into action.

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