By Alicia Fiorletta, Senior Editor
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Relevancy motivates shoppers to purchase certain products and remain loyal to specific brands and retailers. However, the entire notion of personalizing browsing and buying experiences can seem like a daunting task, even for the largest of retailers.
Retailers shouldn’t through in the towel, though! Research from SDL confirms that it’s more important than ever for retailers to prioritize personalization, and focus on creating seamless experiences across all channels and devices.
In the fourth installment of its “Five Truths For Marketers,” SDL confirmed the importance of language in driving buying decisions. We already talked the importance of content; language is a natural extension of that.
The survey of Millennials indicated that 82% of people are more likely to buy if promotional materials are in their language. Online shoppers also are more likely to buy (75%) if web site content is in their language. When it comes down to language’s overall impact on sales, 56% of consumers said language was more important than price. Yes, you heard that right; at the end of the day, retailers should focus on localizing their shopping experiences instead of their discounting strategies.
Although this research is compelling for brands and retailers with an international presence, U.S. retailers also should be taking note. After all, one in four Millennials living in the U.S. speak a language other than English at home.
Language is driving success for best-in-class retailers, but let’s get down to the good stuff: Omnichannel demands and expectations.
In the fifth and final installment of the survey, SDL focused on how consumers see brands, and what they are seeking in terms of the overall experience.
More than half (60%) of Millennials said they expect a consistent experience from brands, whether they’re shopping online, in-store or via mobile.
With 30% of Millennials admitting that they touch more than four devices over the course of 24 hours, it’s no surprise that 58% said they expect to engage with a company whenever they choose and through which ever channel or device they want.
Now is the time for retailers to pump up the omnichannel volume, and tailor their experiences by consistently tracking customer behaviors and attitudes.
At the conclusion of the survey, SDL encouraged executives to ask themselves the following questions:
- Are you tracking where and how customers interact with your brand?
- Is your customer experience consistent across different devices and platforms?
- How can you continue to connect internal silos to ensure access to all the critical data you need?
