Here we go again: The holiday shopping season is fast approaching with Black Friday and Cyber Monday just weeks away. Digital fatigue is a legitimate problem for brands – this, coupled with a growing cost of living crisis puts marketers in an interesting place as we approach the busiest shopping season of the year.
So, how can retail marketers up the ante to stand out and be more competitive than ever to capitalise on consumer spending this year? Is there a secret to avoiding another groundhog day this shopping season?
Theorem believes automation is the key. As channels grow and audiences become increasingly hard to reach, the ability to balance human and machine processes while getting scale via automation has become a competitive imperative. Not only does this offer agility in processing at the back end but also delivers the seamless customer experience that consumers demand.
Jay Kulkarni, Founder and CEO of Theorem Inc explains:
“As we approach the busiest shopping season of the year, brands and businesses have a tendency to panic and overcomplicate things. The fact of the matter is that most marketers have the tools and knowledge they need at their fingertips to ensure this period has a successful impact on the business’ bottom line.
Brands already know what customers expect – a seamless, highly relevant customer experience. And the research backs this up – 72% of consumers say they now only engage with marketing messages that are personalised and tailored to their interests.
This means treating your customers as individuals in order to attract and hold their attention, which will only become more challenging and complex during the holiday shopping season. And today, the only way to achieve this with any real efficacy is to let automated data-driven personalisation strategies lead the way.
As we encounter more proliferation in channels and platforms, brands must do everything in their power to attract customers – both existing and new – which is where automation tools and tech can come into its own, providing a quick, simple and cost effective way to communicate in an ‘always on’ manner.”
And, at a time of increased cost of living where customers might be looking for cheaper prices, being able to communicate information on your latest discounts or incentives in a highly personalised and effective way benefits the consumer and brand alike.”