Consumers have clear brand product and shopping preferences and retailers know this. Digital has largely failed to understand the delicate relationship between the retailer and customer, the best approach starts with a deep understanding of customer and what she likes, dislikes and expects and engaging with a retailer.
One may think that online shopping is recreational and leisurely, but that’s not the case it turns out almost half of the customers are extremely focused and what they want and where they are buying.
Despite media coverage focused on consumer discomfort with targeted advertising, consumers actually welcome it.
Providing targeted and relevant content is critical to converting browsers into buyers. Any channel with increasingly targeted messaging will in turn hold more influence over online buying behavior.