During the last year, the adoption of digital channels by consumers has accelerated. New forms of shopping have emerged, causing a great impact on the retail industry. Digital marketing is essential for retailers to engage with their consumers online. It is necessary for retailers to adopt digital marketing strategies to stay top of mind, stay relevant to their customers and stay competitive in the retail sector.
Retailers must embrace the opportunities digital marketing offers them and be present where their audience is. In the following article, we will state the key benefits of digital marketing for retailers.
1. Target the right consumer
One of the key benefits of digital marketing is that it allows you to reach the right person, at the right time, through the most efficient channels. As a retailer, digital marketing helps you direct your efforts on the channels that your consumer is using to plan their shopping and impact them throughout their customer journey.
Through digital marketing, retailers can target a hypersegmented audience. Based on online behavior and geo profiling, retailers can send personalized ads to an audience with high purchase intent. Retailers can also target a similar audience to theirs, an audience that is consulting their competitors’ products and offers online.
2. Personalized communication
The key to delivering personalized content is data. Digital marketing gathers relevant data about consumers. Retailers need to analyze this data and use it to create tailored messages for their consumers. Personalized messages enhance customer experience and build customer loyalty. Nowadays, consumers expect personalization and retailers who can deliver it are the ones that will succeed.
When consumers receive personalized communication, relevant to their wants and needs, it’s more probable that they will interact with it. The message you convey and the products and offers you’re advertising must be relevant to your consumer. In an oversaturated environment like the digital world, it is necessary to stand out. Personalized communication permits retailers to influence purchase decisions effectively at the right moment of the customer journey.
3. Seamless omnichannel experiences
When we think about the customer journey today, endless touchpoints come to mind. Let’s imagine you want to buy a new TV. It is very probable that you will search online for different brands, compare prices, read reviews, visit the physical store and after a lot of consideration you end up buying it online and picking it up at the store. This short example goes to show that the lines between online and offline are starting to blur. The shopping journey of the new consumer is non-linear, offering seamless experiences across all touchpoints is essential for retailers to stay top of mind.
Retailers need to be aware of all the devices a consumer can use to plan their shopping. Their content must be able to adapt to digital channels such as mobile, apps, social media, to mention a few. User experience is crucial. A poor user experience can cost retailers potential consumers. Retailers must present a flawless design where consumers can navigate easily and find all the information they need to make a purchase, either online or at the physical store.
Consumers have high expectations when it comes to user experience. To fulfil these expectations, retailers must use tools and platforms that are adaptable to all devices and a design that leads to purchase. Well designed omnichannel experiences can ensure retailers capture the attention of their target audience and increase customer loyalty
4. Sustainability and responsible communication
Consumers are becoming more committed to sustainability. Many of them have been changing their habits and turning to a more sustainable lifestyle. They are more aware of the type of products they consume and what retailers and brands are doing to deliver sustainability.
Retailers are now on the spot. Consumers are looking for companies that are sustainable and environmentally responsible. Retailers must demonstrate that they are committed to the environment and that sustainability is one of their core values.
Digital marketing solutions help retailers to reduce their environmental impact by reducing actions like print. Collaborating with companies that can offer sustainable solutions can help retailers fulfil their needs of developing an eco-friendly strategy.
5. Profitable campaigns and efficient budget allocation
Investing in digital marketing will help retailers identify their strong and weak points. By using the data that digital provides, retailers can gather compelling insights, enabling them to make adjustments to their campaigns and meet their goals.
Through digital marketing, campaign performance is monitored constantly. Retailers can evaluate their campaign by having a 360º overview with real-time data. Through this analysis, retailers can evaluate if the channels they are using are the appropriate ones and which type of ads work better for their target audience.
Making consumer-based decisions through the data obtained from digital will increase the retailer’s profitability by distributing daily budgets efficiently.