Your customers are.
And it’s happening on Facebook, Twitter, YouTube and thousands of other social sites, retail shopping apps and blogs. Impressions are being shaped more by what your customers read from their trusted network than what they see from your traditional media, direct mail and email campaigns. So what can you do?
Well, for starters, you can make it easy for your customers to be a net promoter. Provide an enriched customer experience. So enriched, in fact, that your customers will tell their friends. This means that your marketing messages need to be as personalized and relevant as your inviting in-store experience and your carefully selected merchandising mix.
This also means that the multi-channel shopping experience must integrate well from digital to mobile to in-store to post-purchase:
- Make it easy for your customers to bring digital data into the store.
- Make it easy to access loyalty data, rewards and coupons on their mobile devices.
- Make it easy to find their size or preference in stock (that’s online *or* in-store).
Oh, and do not forget to make it easy for your customers to brag about their shopping experience to their friends!
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(4. Make it easy for my digital data to automatically calculate the final cost including taxes, delivery (if necessary), options (if desired), and extended warranty (if desired) of any item I am standing in front of so I can weigh different options before I make my decision and buy)(?)
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