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The world of retail marketing just got a lot more personal. Consumers are embracing new technologies and expecting their retailers to take advantage of those innovations to create a more individualized shopping experience. Retailers have many more creative channels available to customize their interaction with customers, and new tools keep emerging. Though technology has not always been a retailer's friend, new advances have reduced the burden both in skilled resources and cost. These advances allow retailers to quickly respond to changing customer expectations and offer creative encounters that can improve brand loyalty and bottom-line sales. These new trends increase the channels through which retailers can reach customers. But as retailers begin to embrace these new channels, they must ensure consistency across products, service, and messaging.
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