The walls continue to crumble dividing digital and in-store retail. Not so long ago, online retail was viewed as the enemy of the brick-and-mortar store, a digital upstart which was upending the way retail traditionally operated. But, rather than competing with each other, it is becoming increasingly evident that digital is complimenting in-store retail purchases. According to a recent report by Deloitte Digital, digital interactions are expected to influence 64 cents of every dollar spent in retail stores by the end of 2015, amounting to a whopping $2.2 trillion. The same report found that shoppers who interacted digitally while they browsed in a store converted at a rate 20% higher than those who don’t use digital while they shopped.
Marketers are always looking for the next, best way to measure where sales are coming from. The leading system for figuring out what marketing tactics are influencing and driving purchases is multi-touch attribution (MTA), which is shaping up to be one of the most important digital marketing tactics of 2016. Why else would big names like Google, AOL, and Nielsen be investing in MTAs to help clients optimize ad spend? But, David Rekuc, Marketing Director for Ripen eCommercewrites in Marketing Land this month that looking for the perfect attribution model is a fool’s errand.
It’s fair to say the hospitality industry aims to welcome guests to its properties the way a host welcomes visitors into his or her home. Greet the guest by name, make them feel like you’re glad they’re there, and try to accommodate their needs the best you can. Accomplishing this is a lot easier with a houseguest than at a multi-room hotel or resort. But being big shouldn’t be a barrier to creating loyalty through customer service.
Deloitte Digital recently released the results ofits survey of thousands of consumers. This is the third year Deloitte has conducted this survey, which is designed to understand how consumers are engaging with digital when shopping, as well as quantify how these interactions influence their in-store purchase behavior. Deloitte concluded that the divide between consumers’ digital expectations and retailers’ ability to satisfy those expectations is growing wider and wider.
At ENGAGE.cx, we believe that with the right cx tech, it doesn’t have to be this way.
Nearly 1 in 3 shoppers say they spend more when they use digital as part of their shopping process. Yet beacons, apps and RFID tags all continue a path on the outskirts of the next “big thing”. But the digital door has been blown open by giants like Target who share that consumers are indeed showrooming through On-Location WiFi, and spending more while doing it, buying when and where they are: Your location!
Imagine this dream scenario when planning your next vacation or business trip. You jump online to check out the availability with your favorite hotel company at your targeted destination. While you are checking out the property, the company website recognizes you and your preferred customer status, remembers you like a corner non-smoking room, and extends you an offer of an additional 10% off because of your long-standing loyalty. Before booking the room, you want to check a few details about the property, so you make a call to the company’s customer service department.
Purpose built CRM technology highlights strength of Georgia’s technology community and further positions the state as a hotbed of entrepreneurial activity and innovation
ATLANTA – September 18, 2015 –ENGAGE.cx today announced that it has been selected as a presenter at Venture Atlanta 2015, Georgia’s premier event connecting technology innovation and investment capital, to be held October 20-21 at the Georgia Aquarium. The 32 early and later stage companies chosen to present reflect a wide range of technologies and diverse markets, while highlighting the innovation of Georgia businesses.
One of the buzzy topics at VentureBeat’s GrowthBeat conference in San Francisco last month was figuring out how to integrate all of a company’s different views of a customer. With mobile marketing, SMS, the online experience, credit card transactions, social interactions, email marketing, in-store experience, and call center interactions (whew!), it can be incredibly difficult for any company to get a single, cohesive view of the customer from this myriad of physical and digital touch points. Companies both large and small are dealing with this issue.
Companies continue to dump truckloads of dollars into marketing efforts to try and attract more and more customers. On the surface, the goal appears to be worthwhile. Every company wants to increase revenue and boost the bottom line. But, tactically, this approach may not deliver the most bang for the buck.
Companies can achieve a higher rate of return by focusing on customer relationship building to keep good customers than by trying to lure new ones.
What if your business could have a never-ending conversation with your customers – where the business continuously gets to know them and can better meet their needs over time? What if your business could replace the halting, segmented communications with the people who keep you in business – those that typically only happen when customers initiate it – with an ongoing dialogue? What if your business’ customer relationships could evolve into a singular, measurable process that can be perpetually improved? Wouldn’t that process be the one your business values above all others?
No business in its right mind would answer “no” to these questions. At the end of the day, that’s why we’re all in business: To meet the needs of our customers to the best of our ability in order to grow and attract new customers.