In Rapidly Evolving Digital Age, Retailer Success Stems From Personalization
As retailers scramble to keep up with an ever-changing media landscape and constant technological advancement, the need to adapt and embrace new models has become abundantly clear. In order to stay ahead of the curve — and possibly to stay in business — retailers must not only listen to evolving consumer demands and habits, but respond to and anticipate them. Today’s consumers are perpetually omnichannel and “always on” with digital media, so the key to thriving in this challenging retail environment is adaptive personalization within your omnichannel customer experiences.
Every retail business is different and has unique needs. Whether it’s relative to their business model, CRM, website(s), apps or talent, there’s a lot of variables. When you’re looking for technology to help personalize the customer experience, I highly recommend working with a partner that can create flexible and customized strategies. Also, avoid “off the shelf” technology that's designed for scale or single platforms/mediums.
Similarly, from the retailer’s standpoint, each customer is different and must be treated as such. That is, all communications and offerings must also be tailored to suit customers’ unique desires and preferences. With an omnichannel approach, this personalization is achieved through leveraging insights and data to target audiences one-to-one across multiple devices with relevant and engaging content.