The age of the connected consumer has rapidly changed many industries (especially retail) as their demands and expectations evolve and rise to the highest of standards. Retail organizations know that connected consumers use the power of information to drive prices down, demand a high level of service and expect personalized experiences. In order to obtain those personalized experiences, consumers have to be willing to share personal information and we find that more often than now they are willing to do so. Recent studies show that 85% of consumers purchase products/brands that allow them to engage and control the when, how, and where the interaction takes place.
Retailers need to be utilizing and analyzing complex data to understand customer expectations and service responses as well as insights to exceed the expectations of their consumers in all channels and creating a personalized, seamless experience. Consumer engagement requires a combination of campaign planning, marketing operations and execution. This combination powered by analytics will not only enable engagement but engagement that is meaningful, driving consumers to purchase and increase loyalty conversion.
IBM’s commerce solutions allow retailers to help transform the customer journey by facilitating engagement through provision of personalized brand experiences and actionable insight across all channels. These solutions enable retailers to capture customer data and events across all channels and use it to design the customer journey. All of this affects the customer experience. IBM’s customer experience management solutions help provide critical and clear visibility and feedback so retailers are able to influence the path to purchase and engage with consumers across different channels seamlessly.
The merging of physical and digital channels is forcing Retailers to invest in driving consumer engagement across all channels and develop effective commerce solutions. The lines between physical and digital are blurred as more digital channels are driving in-store traffic. Endless amounts of data show the radical shift in consumer behavior so its very clear that in order to stay competitive, retailers need to market opportunities and adapt quickly to their consumer’s preferences. Leading and successful retailers are outperforming their competitors because they differentiating their presence in the market with leveraging effective technologies and tools enabling their teams to understand consumer behavior, personalize messaging an influence the customer journey.
Implementing IBM Commerce solutions allow our clients to understand their clients in a detailed manner: products that consumers responded to, ones they ignored, liked or disliked, items that they abandoned, number of site visits, etc. These actionable insights are then used to send relevant, personalized and timely offers which lead to an increase in conversion rates and overall performance of offers and promotions.
To learn more about how IBM Commerce solutions can help you, click here.
