Retail trends changing how marketers approach customer relationships

Posted February 27, 2013

Consumers have spoken, and they are showing that they want a point of sale system that they can interact with on ecommcerce sites, as well as in physical locations when they head out to their favorites stores. Retailers are hoping to improve the customer experience by changing many of the ways they are marketing and selling their goods, as well as moving to several digital processes. With Experian Marketing Services set to release its 2013 Digital Marketer Report, marketers will learn how to better meet the needs of their client base.

A multichannel approach is becoming a necessity
According to the research, 74 percent of marketers surveyed have either coordinated, or are in the process of coordinating, customer interactions on ecommerce sites, as well as in retail stores. Brands are going to need to cater to customers on many platforms to keep them loyal to the company. In some instances, those efforts won’t be enough, with showrooming forcing brick-and-mortar stores to either lower prices to drive customers away from online shopping opportunities or try new marketing tactics to get more people in the stores. Americans are continuing to look online for the best prices on the products they intend to purchase.

“The way consumers gain information from brands – the means by which they get it, even the ways in which they process it – is constantly evolving given the complexity of our multichannel world and evolving consumer behavior driven by economic variables,” said Bill Tancer, general manager of global research for Experian Marketing Services.

Retailers must learn to cater to ‘always on’ consumers
Smartphones, tablets and laptops give Americans the ability to constantly be online, and therefore, always be connected to their email, text messages and social media platforms. The survey revealed 59 percent of adults send and receive emails from at least two devices each week, while a similar survey from Experian showed 36 percent of U.S. organizations are using five or more channels to connect with their customer base.

“With the recent retail numbers coming out of January, retailers can anticipate consumer hesitation, making it imperative that marketers create integrated customer experiences and maximize digital marketing opportunities and return on investment,” said Tancer.

In fact, mobile marketing is beginning to gain traction with consumers, with the 2013 Digital Marketer Report showing nearly half of adults in the U.S. feel that a conversation over a text message is just as meaningful as talking on the phone. This provides another opportunity for marketers to reach potential customers at their convenience.

Filed under: Point of Sale