Retailers must focus on creating a connected customer journey in 2022

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 20, 2021, 2:38 PM UTC

A 2020 Microsoft study found the average customer uses three to five channels when interacting with a vendor.

Heading into 2022, retailers can no longer afford to stick to traditional ways of managing retail stores and processes. Retailers need to offer seamless CX by connecting people, processes and systems. By linking every aspect of the shopping process – from store location and assortments to checkout queues and customer support – retailers can exchange the right data at the right time, through the right channel.

Similarly, stores today need to play multiple roles simultaneously, such as being fulfilment hubs, personal experience centres as well as shopping venues. Enhancing this multi-functionality of stores can help retailers attract consumer attention and capture new customers in the year ahead. 

Technology can also help retailers improve their store processes to stay cost-competitive. They should leverage technology to create seamlessly connected customer journeys, operate business operations efficiently and scale stores flexibly.

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