Flexibility, creativity, empathy: the well-tested trio to ace ecommerce

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 17, 2021, 11:27 AM GMT+0

Brands need to focus on enhancing CX while being ready for unforeseen supply chain issues.

Flexibility refers to how well and efficiently brands can respond to supply chain issues or brick-and-mortar disruption. Brands will have to ensure efficiency with every aspect of their business – from online merchandising to reducing waste.

Similarly, brands cannot afford to stop at achieving the basics—for example, a usable website with a great product. Retailers need to ensure they get creative with brand content as well. By leveraging empathy, brands can offer personalised services and experiences to deliver experiences that customers truly value.

With cookies being phased out and hyper-targeting no longer as effective, brands need to adopt a more human approach to personalisation. They should focus on sustainability to offer quality customer experiences and ensure convenient delivery.

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