Brands Recognize Realities of the Customer Journey

eMarketer – The store experience is a significant focus for retailers, which are looking to leverage digital tools and technologies to make in-store shopping more personalized and relevant, according to eMarketer’s new report, “Customer Experience 2017: The Journey Toward Customer-Centricity Continues” (available only to eMarketer PRO subscribers).

In December 2016, Digimarc and Planet Retail found that 44.0% of retail executives in Germany, Japan, the UK and the US said improving in-store experiences was a strategic priority for the next year, making it the most common such priority.

But customer-facing technologies aren’t the only way for retailers to work on the in-store experience.

The in-store experience—and how it connected with digital—was a major focus of the ecommerce redesign product agency Work & Co. did for shoes and accessories retailer The Aldo Group.

 

At Aldo, online shopping carts aren’t just connected to mobile, but also to in-store tech at the fingertips of employees who are able to assist with a final try-on, he explained.

Many of marketers’ goals for the customer experience include deeper connections between channels. For example, the No. 1 digital experience goal among senior marketers worldwide surveyed by the CMO Council and IBM in H2 2016 was better connecting campaigns into a comprehensive experience. No. 2 was tying the customer journey together across digital and traditional media.

Those kinds of experiences must be powered by data, of course, and 29% of respondents noted they planned to bring on more resources and tech to manage it better and help automate experiences.

On the flip side of the channel divide, omnichannel integration was also the No. 1 priority for retailers in North America at the point of sale, according to a January 2017 report from Boston Retail Partners and Manhattan Associates.

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