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How to regain customer loyalty across multiple channels

Fourth Source 28 Dec 2018 09:00

Endless queues, stock shortages and unmasked frustration: this is a sight which has been all but erased by online shopping. Gone are the days when customers would have to worry about closing hours. Now, customers are only a click away from ordering a product at their own convenience.

More shopping than ever is now conducted online, with figures from the British Retail Consortium indicating that almost a quarter of all non-food purchases now take place online. This poses a significant challenge not only to high street brands, who must overcome the daunting prospect of translating brand loyalty online, but also for online-only brands, as the marketplace for ecommerce becomes ever more crowded. Whether a household name or an emerging e-tailer, brands are finding it increasingly tough to cultivate brand loyalty online.

A large part of this is down to the poor quality of their online marketing efforts, according to our recent study which revealed that only 6% of consumers believe that the offers they receive are fully relevant to them, demonstrating just how far brands are from delivering on the promise of digital marketing – a personalised experience for each individual consumer. Many brands are beginning to turn to artificial intelligence (AI) to better target consumers, but are still finding their feet in figuring out how to make the most of the technology.

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AIBritish Retail Consortium
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