6 Digital Marketing tricks for the Retail Sector

Thanks to the perpetual evolution of digital technology, the retail sector has experienced profound changes in the past two decades. As the lines between technology and humanity continue to blur, there are substantial challenges and opportunities for retailers to address.

In this article, we’ll explore current trends in an increasingly competitive retail sector, characterized by digital technologies that enhance customer experience and drive profits, as well as the tricks that retailers need to know to remain successful.

Embracing Omnichannel Marketing

While a multichannel approach involves different roles performing different functions and working towards the same end, the omnichannel method streamlines the marketing process, with all facets doing the same job for the same end. This improves integration and so provides a consistent experience throughout the customer journey.

For retailers, the omnichannel approach is primarily concerned with linking online and in-store shopping experiences. This means consistency at every turn: from marketing campaign materials to customer support.

Omnichannel marketing has become a popular technique within the sector. Adobe research found that 25% of respondents from the retail sector indicated that they would make omnichannel marketing a priority in 2019.

But what does this mean in practice?

The omnichannel approach encourages retailers to map the customer’s journey, identifying touchpoints that can make the difference between a sale and a missed opportunity.

Retailers are encouraged to undertake this exercise and decide how an integrated approach can be encouraged throughout the business, both online and in-store.

Take customer support, for example. Customers might seek in-store customer service if they’re looking for an immediate resolution, or they may prefer the convenience of accessing support online or by phone.

There should be no inconsistencies between the various channels. Offline and online teams must present a unified message and identical standards.

Finding Novel Ways to Integrate AI and Voice

Artificial intelligence technology has gradually been established and embraced by retailers. One of the most widespread applications has been customer service chatbots.

AI bots are used to resolve simple queries quickly, and when an inquiry requires a human touch, bots can direct them to the appropriate channels.

As chatbots become more intelligent – and more useful – they are growing in popularity with customers. Research has shown that the top three benefits are 24-hour service, getting an instant response, and answers to simple questions. In short, convenience.

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