Modern complexities have made retailing faster and sleeker, while sales opportunities and complexities have grown with each new channel and technology. Now, instead of focusing on one channel to extend offers, most retailers have to communicate and manage offers across the web, email, mobile, social, live agents and in-store via point of sale. Extending and evaluating the results of an offer is the most underrated thing a retailer does in the world of multi-channel commerce, and the most important. According the “Retail Email Blog,” 2009 saw record email volumes from retailers. Top online retailers sent an average of 132 promotional emails to each of their subscribers, a 12% increase over 2008 — and 39% increase over 2007. That means top online retailers sent more than twice the amount of offers to customers over the past two years. That offer represents the mechanism through which customers will ultimately make the decision on whether or not to pull the trigger on a purchase. Unfortunately, for many retailers, this all important lever continues to be sent without testing, process evaluation or overall analysis.
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