Beginning on Monday, March 26, Retail TouchPoints will host the 2018 Connected Consumer Series, a weeklong webinar series designed to provide insights into how retailers can help improve each point of contact with their target shoppers and meet their demands.
Speakers include executives from retailers such as The Wireless Experience, Pandora and La Jolla Group, owner of the O’Neill, Spiritual Gangster and Hang Ten brands, and solution providers Oracle + Bronto, Toshiba, Hitachi, 4R Systems, Reflektion, Axonify and Clientricity.
Greg Zakowicz, Senior Commerce Marketing Analyst at Oracle + Bronto, kicks off the series on March 26, at 12 p.m. Eastern with the webinar: Increased Expectations Means Better Email Marketing: Are You Prepared? Zakowicz will share strategies retailers can use to help their email marketing exceed consumer expectations.
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For example, different generations have varying attitudes about how retailers should use data to shape the customer experience. Only 32% of Baby Boomers expect brands to use consumer data to make product recommendations, but half (49% of Gen Xers and 51% of Millennials) expect these product recommendations.
Unsurprisingly, these younger generations expect brands to connect the online and in-store experience much more than Baby Boomers. While only 20% of Boomers expect brands to use data for this purpose, 45% of Millennials expect it.
These generational differences also appear when it comes to using mobile devices in the store. The top reason Millennials use mobile devices in-store is to compare a product for a better price than the one in-store. Gen Xers and Baby Boomers mostly want to use mobile devices to look up the retailer’s promotions or discounts.
In the webinar, Zakowicz will share four email marketing strategies designed to create relevant consumer experiences, along with real-world examples explaining how these strategies can be successful.
Product recommendations are one of the major drivers of relevant email experiences, but they also drive other important metrics, such as click rate and revenue per email (RPE). Zakowicz notes that retailers using product recommendations saw a 13% lift in click rate over those that didn’t. Shoppers tend to like these recommendations, with 44% becoming repeat buyers after personalized experiences.
Register here to access the full week of #CCSeries webinars, which start Monday, March 26, 2018.
