![]() The consumer shopping experience has seen one dramatic change after another over the last several years: a gradual move online as smartphones proliferated, a sudden online acceleration due to the coronavirus pandemic, and, finally, a resurgence of in-person shopping as a unique experience unto itself. Reach customers, especially Gen Zs, where they shop At the same time, more consumers are returning to in-store locations as e-commerce sales fall from pandemic-level highs, leading to an increased need for a seamless shopping experience that follows customers from one channel to another.īrands should increase investments in omnichannel marketing to reach customers, especially Gen Zs, who are digital natives but also avid in-store shoppers gather the data required to power a modern marketing program and drive customer engagement with personalization across channels. According to research conducted by Adyen, approximately 48% of Gen Z consumers expect to be able to either return or exchange online purchases at physical outlets. Today, customers expect to be able to interact with brands through a variety of channels, whether they be an online marketplace, mobile app, or physical in-store location. As a result, brands should put a renewed focus on omnichannel marketing strategies to not only better reach customers where they shop but also provide a consistent experience across channels. ![]() ![]() As the worst of the global pandemic recedes into the background, Google prepares to phase out third-party cookies, and economic uncertainty looms, 2023 looks to be the year that marketers must prioritize versatility above all else.
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