The 2020 Guidelines for Retail Marketing

By: Retail CIO Outlook | Thursday, February 06, 2020

The new era of retail brings with it new rules in marketing and customer engagement. But digital connection will still play a crucial role in enhancing customer experience and removing obstacles during the shopping journey and pushing retailers on the next level of growth.

FREMONT, CA: The growth of online shopping is bound to see some significant changes. However, the expectations for increased in-store sales will depend on how retailers can improve the customer experience to keep their brick-and-mortar stores modern. The fear for retailers comes from the understanding that consumers would go back and forth between online and in-store, whenever convenient for them. The channel for consumer's choice is no longer one or the other but all. By accepting this underlying shift, retailers can turn their digital marketing strategies to adapt to the new rules of retail marketing that are taking shape.

Implement a Mobile Makeover

In-stores will continue to play a major role in consumers' shopping experiences, and the use of mobile technology in-store is where the idea of a "mobile makeover" comes in. When customers visit a store, retailers should make it easy for them to find the same amount of choices, value, and convenience available online by engaging them through their smartphones and mobile app. Introducing interactive markings or shelf labels, providing product and service information or recommendations through geo-location, in-app messaging, and push notifications can make for a smoother experience.

Implement a Click-and-collect Service

A click-and-collect service merges the benefit of both online and offline shopping. Shoppers can pick up products instantly or within a short span of time. Not only will customers save money on shopping costs and time waiting in queues, but they will also gain the satisfaction and fulfillment of buying in-store.

Implement Rewards Program or Promotions

Retailers with physical stores can offer rewards or loyalty programs and promotions that can be redeemed either in-store or through mobile apps. It provides for a more convenient way to earn rewards or access promotions as compared to online stores.