Shoppers venture through multiple stages during the browsing and buying journey. Over time, they evolve from casual browsers, to comparison shoppers and, eventually, loyal brand advocates.
To turn one-time buyers into brand enthusiasts, retailers need to deliver more individualized messages and experiences across multiple channels, including email, mobile and even in the store.
During the upcoming webinar, titled: Measuring Engagement And Revenue Throughout The Customer Lifecycle, executives from Silverpop will coach retailers on how to boost shopper engagement and improve bottom-line results with personalized marketing.
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Retailers can create more relevant marketing campaigns by using a mix of engagement and POS data. In fact, marketing is most effective when data is at the heart of campaign ideation, creation and execution. Marketers should leverage analytics to track customer behaviors and the overall path to purchase. This will help them create more compelling and relevant offers and messages.
“Being able to combine engagement data with purchase history is key for creating the perfect customer experience,” noted Adam Steinberg, Director of Emerging Apps at Silverpop.
As retailers continue to track the browsing and buying journey, they can create a scoring model for rating consumer actions being completed online and in stores. Offers, incentives and marketing messages can then be tailored based on an individual consumer’s score.
Want to learn more about how to engage shoppers throughout the browsing and buying lifecycle? Attend tomorrow’s webinar sponsored by Silverpop. The event will take place March 26, 2014, at 1 PM ET/10AM PT.
