Marketing

Top 10 Retail Digital Marketing Trends in 2015 – and beyond!


The retail industry is always changing, and if your business wants to stay ahead of the curve, it can be hard to know where to start. We’ve compiled a list of the top 10 Industry trends that may be new to you, and should be considered implementing this year and in the future.

1. Multi-channel marketing

Multi-channel marketing, or sometimes referred to as Omni-channel marketing will be a big focus this year and beyond for retail marketers. Retailers and their marketing teams that understand the benefits of multi-channel marketing will be able to harness custom data and apply it in innovative ways. A multi-channel marketing plan that focuses on customer data will surely place email marketing at its core, as automation, customer engagement and data collection can be easily implemented.

2. The ‘always on’ customer

As we have discussed in previous webinars and blog posts, we know that the way people shop has changed fundamentally in the last ten years. From pre-purchase research, through to post purchase feedback, social media reviews and shopping on mobile devices (m-commerce), retailers are now expected to be connected at all times to the ‘always on’ customer. In practical terms  this means marketers need to evolve their marketing to be timely and relevant for the ‘always on’ customer and are expected to deliver a 24/7 brand experience.

3. Transferring the offline experience online

As technology moves and continually changes retailers must start looking at how they can replicate their offline experience online. Traditionally customers looked for an easy, clean and stress free shopping environment, and your online processes should be the same. The ‘human’ experience of shopping with a particular brand can be replicated online successfully and even enhanced if the online experience is implemented correctly through marketing automation and email campaigns.

4. Focus on your mobile users

For retailers, your mobile users may have or may soon overtake your desktop users. As more mobile users open and engage with email campaigns, these users will expect a coherent experience with your website and throughout the sale process too. A responsive website design, cart and email campaigns are must-haves for retailers in 2015 and beyond.

5. Utilising technology in store

Whilst we know it’s important to replicate the offline experience online, retailers can also consider utilising technology in their bricks and mortar stores. Technology such as geo location, which identifies devices such as mobiles or tablets if they are in close proximity to your store, is being introduced to engage contacts in a new and interesting way. Mobile apps are being used to allow marketers to target customers both within the shop and within the vicinity by using automation and email to deliver timely and relevant communications.

6. Focus on personalisation

Customers now expect to receive communications that are relevant, timely and personalised to the contact – and retailers that don’t follow this trend will soon get left behind. Personalisation should occur both on the website and in the email inbox to create an individual relationship with the contact.

7. Using ‘big data’ to add value

Converting customer data for use within marketing campaigns is no mean feat. From speaking to customers in store, mobile behaviour and email marketing engagement to online behaviour and purchases, the information available to marketers has never been greater. Using this information to deliver value through profiling, segmentation and automated campaigns will help retailers increase conversions.

8. Automate marketing to increase conversions

By automating your marketing, retailers can see an uplift in online conversions. By re-engaging contacts that abandon your site whilst browsing or abandon their cart before purchasing through automated campaigns, you can deliver a message that is sent at the right time, contains relevant content and you will convert previously lost site visitors.

9. Social influencer marketing

Social media success is now moving away from how many followers or likes you have, and is moving towards how you influence your community. Retailers need the tools and know-how to understand their prospects, customers and advocates based on their social media influence, and convert this into insight and added value.

10. Differentiation

How retailers stand out in their industry is becoming more and more critical. Three key factors can ensure a retailer stands out include: customer service, delivery of goods and the overall user experience. This means marketers have the opportunity to deliver a consistent user experience that adds value to the customer, and ensures conversions for the retailer.

Conclusion

In conclusion, retailers must focus their efforts towards using customer date to deliver a relevant journey for the contact. Insight can be taken from a wide variety of sources, and as long as this is captured correctly can be applied to email campaigns, automation and your marketing efforts across the website and social media.

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