The evolution of shopping has created consumers who expect buying to be simple, no matter when or where they start or resume their journey. New consumer research reveals the preferred ways people want to shop and engage in 2022.
Jen Bailin, Chief Revenue Officer, SAP
Joanna Milliken, CEO at Emarsys, an SAP company
Rather than taking down physical stores, huge investments in e-commerce over the past two years have empowered customers to pursue their perfect shopping experience.
New consumer research by Emarsys shows that shoppers switch between a huge variety of channels as they need – so brands can’t skimp on preferred channels at the expense of smaller ones.
To deliver a consistent and engaging experience, retailers must treat digital and physical retail as branches of the same strategy.
Their marketers need to centralize data from every channel to understand their customers as individuals – that’s the key to delivering personalized campaigns that engage shoppers on a one-to-one level, and that stay with them across channels.
Some insights covered:
Links you might be interested in:
Omnichannel versus multichannel: What's the difference, and who is doing it?
Omnichannel examples: Brands creating their own luck
The future of commerce: 3 trends shaping how we buy and sell