Shoppers habits are evolving and their expectations are rising faster than many retailers can react. In the past the customer’s path to purchase was linear. Now this journey is dynamic and continuous. Customers no longer enter a channel. Instead, they are continuously in the channel.
As long as consumers are in arm’s length of a smartphone, tablet or PC, they are able to participate in any and all components of the channels at the time and place of their choosing. Consumers also move seamlessly between various channel components, both online and physical.
This shift in consumer habits and expectations affects both business-to-business and business-to-consumer relationships, and has strategic implications, not just for marketing activities such as advertising and promotion but also for sales, service and every other function of the channel.
Two of the largest challenges for retailers are how to create a single view of the customer across the channel and how to create better customer experiences.
Traditional campaign management does not account for the real time customer interactions. To create a lasting competitive advantage, retailers must have an omni-channel customer experience strategy. The quality of a customer’s interaction across all channel touch points is more critical than ever in marketing and advertising today.
Optimizing the real-time interaction between the customer, the product and the retailer; delivering the right message, offer, product, recommendation at the right time via the right channel to the individual; all in real-time, is critical.
As customers interact with organizations across physical, digital, and social channels, it is imperative to not only collect behavioral data, but to accurately identify individuals in all touch-points of the channel, and to generate a holistic view of the customer and their circle of influence.
Through value-driven strategies, Wipro helps retailers do business better by operating seamlessly across channels to create delightful experiences for customers.