More and more retailers are embracing online marketing as it directs shoppers straight to their website. In today’s cross-channel world, providing service through the channels that customers prefer has never been more crucial. When it comes to digital marketing for retail, retailers need to deliver a consistent experience across every channel, at the right time, and with the appropriate message.

As customers grow more accustomed to using different devices and channels to access information and communicate in their everyday lives, they expect retailers to act similarly and to intelligently respond to their needs in real-time. For retailers, this requires a deeper understanding of their customers and the ability to deliver the most relevant, timely and optimised messages based on all that they know about each customer.

By evoking data-driven strategies that leverage a mix of channels, retailers are able to make more informed decisions and develop ways to connect and engage with their customers – while inspiring them to become loyal brand advocates. Thus, more retailers embrace what state-of-the-art technology has to offer to reach more consumers, generate sales, boost conversion and encourage recurring purchases.

1. Personalisation

Customers expect to receive targeted, relevant and personalised messages from retailers. The data collected from cross-channel customer touchpoints is the base for your marketing. This customer data, consolidated from multiple channels, is the base that enables retailers to deliver personalised customer experiences via email and marketing automation. Personalisation should also be able to deliver customised on-site messages and highly relevant content through pop-ups, overlays, and product recommendations.

2. Customer engagement

True customer engagement is based on data. Smart retailers pool customer data centrally, analyse customer behaviour with machine learning, and engage customers with the right content across all channels. Online behavioural data can be merged with CRM data to create a personalised experience. Retailers should also activate and enrich website data with information from other relevant marketing channels. Customer insight isn’t just about knowing who the customers are, it is about knowing how they behave. Demographic and transactional data needs to be combined with customer intelligence from a multitude of data sources.

3. Mobile Optimisation

Retailers should look for ways to enable the optimal experience for mobile customers. According to an internet retailer,  shoppers make more than half of their online purchases on a mobile device and over 50% made purchases on mobile devices!

Learn more about retail digital marketing and how it plays a crucial role in a cross-channel world by downloading booking a free digital marketing consultation today.