Focus on linking both online and offline customer behaviour to personalise UX

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February 14, 2022, 1:38 AM GMT+0

Creating engaging, personalised cross-channel customer interactions can help retailers turn first-time customers into loyal, repeat buyers.

With consumers staying at home, online shopping has seen a massive increase during the pandemic. They expect brands to make the shopping experience as seamless as possible, offer multiple product options and personalise their offerings.  But before planning for the crossover between in-store and online channels, retail brands need to decide whether they want to focus on maintaining an online-only presence or run their physical stores alongside as well.

Retailers looking to build a presence across both channels must ensure they have proper systems in place. They should make sure their offline and online systems are in sync with each other. To provide value to customers by being relevant, brands must also ensure the service department, sales team and social media team interacts with one another.

By doing so, brands can access what their customers are purchasing online as well as offline. Such information can then help businesses better connect with customers and make offers relevant to past purchases.

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