Lessons for Back-to-School Marketers in 2022
Top-of-the class relationship marketing strategies across the entire customer lifecycle, from acquisition through to loyalty.
To win the dollars of today’s digitally savvy consumer, rather than leave everything to the last minute, retail marketers need to implement relationship marketing strategies that put the customer at the heart of everything.
Consumers are clear: they will give you the data you need to deliver better-personalized marketing, and are more engaged in loyalty programs than ever before. So while this may be a time of great flux for retail marketers, the opportunity to build meaningful relationships and win in this short window of sales is there.
A sizeable 42% of back-to-school shoppers will make all purchases online
Retail brands must deliver a true omnichannel experience that puts the customer at the heart of everything, where all channels and touchpoints revolve around them, not merely the product.
Yet personalization initiatives are not scoring top marks
Almost half of consumers have felt frustration at receiving irrelevant content or offers. Personalization is fundamentally a data problem and being furnished with the right tools is the only way to address this.
Those that get this right are winning in this short, frenetic selling season
Well over half of consumers are not only loyal to their favored retailer, but will pay more to shop with them. The retailers delivering true-personalization and rewards that go beyond points-for-prizes will engender lasting loyalty.