How Can Retailers Recapture Lost Audiences?
The retail industry needs to catch up with today’s consumer. Shoppers today are ever changing. Yes, they will always buy products, but the
Retailers must properly curate content to personalize the shopping experience. This session identified 4 areas of focus:
“Consumers are becoming more immersive than ever. 48% of consumers abandon websites
Customers require 2-way communication. Instead of cold targeting them based on available demographic and interest targeting, they prefer to opt-in to communication. This session identified this marketing strategy as prediction vs anticipation. Instead of predicting that because a user matches your ideal customer, it’s much better for them to opt-in to your marketing that way they anticipate seeing your brand.
Curating your content is imperative. Your retail business likely caters to several different types of customers. It’s best to consider your audience on an individual level prior to targeting them with marketing materials. An example that was discussed in this session is how Whole Foods allows Prime members to create profiles that allow them to custom
I’m prefacing this next point by saying that brand visualization through VR/AR/MR is likely something that is out of scope for smaller retail businesses. With that said, 75% of consumers who shop with AR want to use it again. Users on Houzz who use the “View in My Room” feature are 11 times more likely to purchase a product on the platform after they see how it would look in their home (if you are not familiar with this feature, you can view a video here). This feature allows you to see what specific furniture would look like in your home via your phone’s camera and AR. This gives customers more confidence in their purchase and helps avoid a costly return if the item doesn’t work out.
Customers want you to be
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