A newly released report from eMarketer highlights the seismic shift that is occurring in how consumers shop, and consequently, how multi channel retailers need to market to them.
Digital media, technology and content have dramatically altered the multichannel retail shopping experience. eMarketer outlines how retailers can use technologies to target consumers during their three shopping phases: pre-shop, in-store and post-shop.
Pre-shop: Make the shopping experience as easy and convenient as possible for consumers, by equipping them with a variety of digital shopping tools to help them save money, grant them access to deals or provide the product information they are looking for quickly. At the heart of this is your ecommerce store, which should give customers everything they need at their fingertips and a foundation for their purchase path.
In-store: eMarketer highlights several technologies that retailers can incorporate into their stores, such as self-checkouts or kiosks, but they emphasize the most notable of these is mobile. In addition to store staff, location-based check-ins and in-store mobile tools and apps such as price comparisons will offer retailers an additional opportunity to engage and interact with their customers in the final moments before they make their purchase decision.
Post-shop: Once a customer has made their purchase, retailers should look for creative ways to encourage customers to share their stories via social media or other online communities.
As eMarketer notes, more touchpoints for consumers along their purchase path mean more opportunities for retailers to get creative in how they engage with them. Start by thinking holistically about the customer purchase path and how your various retail marketing initiatives impact their decision process every step of the way.
Copyright 2010, Official Blog of Blueport Commerce
Digital media, technology and content have dramatically altered the multichannel retail shopping experience. eMarketer outlines how retailers can use technologies to target consumers during their three shopping phases: pre-shop, in-store and post-shop.
Pre-shop: Make the shopping experience as easy and convenient as possible for consumers, by equipping them with a variety of digital shopping tools to help them save money, grant them access to deals or provide the product information they are looking for quickly. At the heart of this is your ecommerce store, which should give customers everything they need at their fingertips and a foundation for their purchase path.
In-store: eMarketer highlights several technologies that retailers can incorporate into their stores, such as self-checkouts or kiosks, but they emphasize the most notable of these is mobile. In addition to store staff, location-based check-ins and in-store mobile tools and apps such as price comparisons will offer retailers an additional opportunity to engage and interact with their customers in the final moments before they make their purchase decision.
Post-shop: Once a customer has made their purchase, retailers should look for creative ways to encourage customers to share their stories via social media or other online communities.
As eMarketer notes, more touchpoints for consumers along their purchase path mean more opportunities for retailers to get creative in how they engage with them. Start by thinking holistically about the customer purchase path and how your various retail marketing initiatives impact their decision process every step of the way.
Copyright 2010, Official Blog of Blueport Commerce
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