As the modern shopper has matured, and their expectations with it, the personalized experiences they receive can often feel stuck in an era of dial-up. Throw in the paradigm shift that is the COVID-19 pandemic and the instantaneous shifts in purchasing journeys it has affected, coupled with years of digital advancements happening in mere months, and it’s never been more vital that retailers have the right marketing technology to traverse the void between customer expectations and experience..
However, retailers are rightly frustrated with what is on offer, with a multitude of vendors all presenting similar but slightly different solutions to challenges that sound universal but aren’t.
With a landscape that is seen as being too abstruse and confusing, complexity is an ongoing challenge. Martech’s proliferation of data and tools can be overwhelming to the savviest of CMOs, making it difficult to keep technology current and staff apprised on how best to utilize components.
With the software tides perpetually changing, there is a tangible sense of dread for retailers that current infrastructure cannot hold pace. Retail CMOs are all too keenly aware of these challenges — spinning plates, trying to deliver truly excellent digital experiences to customers, while being cognizant of the need to coordinate these efforts with their CTO to ensure the organization is evolving in sync. For CMOs, implementing landmark digital projects when customer expectations are evolving faster than their go-to-market can feel like a somewhat Sisyphean task. But that is the job specification of the CMO — doing something that’s right for the consumer, which makes that all-important connection in the moments that matter.
Of course, to get even remotely close to realizing this utopia, CMOs need to have the right marketing systems in place — systems that are natively integrated, eliminate silos, are accessible and actionable, and seamlessly connect across the entire business.
This ebook will attempt to bridge these widening gaps by furnishing retail CMOs with the knowledge and tools to identify, implement, and make the best use of the marketing technology that is available and connect experiences and data to turn one-off customers into loyal brand advocates.
In this ebook, you can expect to learn about:
Digital transformation
Continuing and building upon the work started by the surge in digital transformation, given a jolt by COVID-19, we’ll examine the importance of having the ability to pivot in real-time to unfolding events whether daily or seasonal.
True personalization
Personalization is fundamentally a data problem and being furnished with the right tools is the only way to address this. Once you get your data in order, the opportunity to wow the customer with true personalization becomes actualized.
Connected membership
Even though retailers have some of the best loyalty programs available, if these brands haven’t been focusing on the inflection points in consumers’ lives and the moments between transactions, they may find their offering is lacking.
