Personalization continues to play a critical role in retailers’ engagement strategies. But over time, customer journeys continue to grow more complex.
They span different devices and entry points, new channels and advertising platforms and myriad sources of influence. Moments of inspiration no longer occur only in a single channel; shoppers discover products on social media, in voice and text search, in-store and on blogs. Their purchase decisions also increasingly happen through all of those channels. This makes true personalization difficult to maintain.
Now, retailers must navigate shopper behaviors and expectations that have emerged and accelerated as a result of COVID-19. For example, demand for buy online, pick up in-store (BOPIS), curbside pickup, same-day delivery and other services have skyrocketed — and the desire for quick, contactless transactions will continue.
Marketers need to leverage their existing customer data as well as powerful AI and machine learning advertising technology. This blended strategy enhances personalization capabilities to inform, inspire and empower these discerning consumers throughout their entire brand experience.
Access this iPaper to find out how data-driven retail and brand collaboration can power user-centric shopping experiences.