Page 17 - AeM_July_2021_edited
P. 17
RESEARCH, ANALYSIS & TRENDS
pick-up options on the roadside or buy online, pick • The ability to connect with customers at home has
up in-store are now standard. It only took a few been the key to success over the past few months.
months for consumers to find the use of these ser- This will continue in 2021 as the advancement of
vices to be very convenient, not only due to the retail technology ensures that merchants can deliv-
pandemic. Today, the way in which customers and er the kind of experience customers long for. Iden-
employees perceive these offers varies greatly tifying and fulfilling (new) customer needs shows
from brand to brand, especially since consumer that retailers, even if the traditional ways to the
behavior changes so quickly. While technology customer are currently on hold, still feel connected
integration, customer data and their processing in to the “core of the trade”: awakening loyalties, and
real time are at the heart of optimized experiences, thus boosting sales.
ongoing tests can help to optimize digital offers
and channels again and again. The goal must be All the predictions made by the experts mentioned
that the customer experience works at every turn. above outline a bold vision for the future of customer
loyalty and engagement. The projections go beyond the
• A contemporary mobile-first omnichannel approach time of the pandemic and show how mobile communi-
is crucial for success in 2021, because customers cations are moving even further into the center of con-
will rely on brands that have interlinked their online sumers' lives, stimulated by the fact that online shop-
and offline strategy well and are always able to ping is currently the order of the day. In addition, con-
choose the right channel. Omnichannel customers sumer expectations are evolving rapidly. They are not
are up to three to four times more valuable than only shaped by competitors, but by experience from
single-channel customers; even more important other industries, such as grocery stores or banks. Mar-
are cross-channel consistency and the insights keting teams should further intensify their commitment
gained from these interactions. Brands that are in the mobile area and implement solutions and appli-
cation examples to continue to meet the already high
directly digitally networked with their customers customer expectations for mobile experiences. Espe-
and prioritize smooth omnichannel experiences cially since proactive, even predictive service on an
can better understand the needs of their custom- individual, one-to-one level is quickly becoming a must
ers, and thus create added value over the entire for retailers. Anyone who not only wants to survive but
customer lifecycle. To achieve this, brands need to also wants to thrive must now set the bar higher. ◊
use interaction data so that they can react dynami-
cally to reach customers in the right context, via By Daniela La Marca
the right channel and at the right time: this is the
only way to optimize the experience.
July 2021: Mobile Marketing & Analytics 17
