Almost every consumer out there today is armed with a smartphone and has grown accustomed to instant information and answers to questions at their fingertips. This makes it crucial for retailers to adapt their marketing strategy to follow suit.
- Seamless touch points
Customers’ lives can be divided into micro-moments, which happen every time they look at their phones. Retailers need to preside all touch points of the customer journey, to allow clients to move seamlessly between devices. The key to owning these micro-moments is to assist the consumer’s intent, and not rely solely on demographic-based targeting.
- Borderless retail
Commerce has no geographical borders anymore. Thanks to the Internet and E-Commerce, your competitor is not just your neighbour. Competition is a worldwide game: a threat but also a huge opportunity.
- WWW Delivery
WWW now stands for ‘what I want, when I want, where I want it’. Customers demand that you can fulfil their needs in real-time, on any device and across all channels. Retail goes way beyond the four wall of the store.
When commerce becomes ‘me-commerce’, retailers must learn to analyse mobile data and recognize customer behaviour, to deliver personalized experience, and tailor-cut offers and discounts. For e-commerce, this can be in the form of a personal shopping assistant on a site, a “find your style” guide, a site navigator, or recommendations based on previous activity and preferences.
- Service and experience
While the product is still the purpose of shopping, there is another critical element that you should never forget. The experience. The ‘how’ has become as important as the ‘what’.
- Store revolution
Even with the competition of online firms, the traditional store will not disappear anytime soon. It will need to evolve, however. Retail spaces will transform from places of transactions to places of experience, to showcase products and engage consumers.
- Social commerce
Social platforms are essential to connect with customers, and the advent of social commerce was unavoidable. The challenge for your brand is to show up in the social feed with the right content at the right moment.