Retailers are striving to connect with price-conscious shoppers by taking a more customer-centric approach to their marketing strategies.
To help organizations tackle this new business necessity more effectively, Responsys, recently introduced Interact Marketing Cloud. The platform includes new features and capabilities that span across the entire Responsys product line.
Interact Profile allows marketers to build comprehensive profiles for individual customers based on a variety of data including: demographic, campaign response, social and behavioral. A new feature called Interact Preference now allows marketers to better identify customer contact preferences and compliance.
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Responsys also has introduced a new mobile capability that helps marketers collect insights regarding mobile visitors, such as click behavior, overall conversions, pages viewed, and device operating system and type.
Using detailed shopper data, retailers can design more personalized messages and offers, and tailor cohesive marketing programs that extend across digital channels including display ads, email, mobile and social. To help determine the effectiveness of campaigns and initiatives, Responsys is developing an “incremental lift” testing and reporting framework, which is expected to help retailers isolate and measure the effect of a specific marketing channel.
“In order to gain competitive advantage in the relationship marketing era, companies must reorient their businesses around building individualized relationships with their customers at massive scale, or else they will get left behind,” said Scott Olrich, President of Marketing and Platform at Responsys. “Marketing is no longer about maximizing the number of people brands reach with a campaign, it’s about creating individualized interactions that engage customers and lead to long-term revenue growth and value.”
