Adopt a human-centric approach to attract holiday season shoppers

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 02, 2021, 9:02 AM GMT+0

By understanding consumer motivations and emotions, brands can create content that captures user attention and addresses their unmet needs. 

To make the best of the year-end shopping season, brands need to focus on grabbing customer attention, anticipate trigger points and ensure seamless checkouts. This holds particularly true, given that 71% of shopping occurs in micro-moments split across the day.

Every moment in the commerce journey can be used to remind customers of the value the brand provides. Brands can use participative content, content curated according to the customers’ expectations and effective customer service to display clear value exchange.

Businesses can also rely on commerce extensions for a range of services, such as content creation, conversion optimisation and curation. Brands can also approach sustainability-minded customers by switching to more sustainable alternatives, like recyclable wrapping paper. About 57% of consumers are willing to change shopping habits to cut down on overall negative environmental impact.

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