Making Contextual Connections with Retail Customers

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Data Analytics
Marketing
Ongoing changes in consumer shopping behavior continue to place pressure on retailers. For instance, while retailers saw a projected 4.1 percent lift in holiday spending by consumers, U.S. retail store sales fell 8 percent during the 2014 holiday season, according to respective reports by the National Retail Federation and RetailNext.

Ongoing changes in consumer shopping behavior continue to place pressure on retailers. For instance, while retailers saw a projected 4.1 percent lift in holiday spending by consumers, U.S. retail store sales fell 8 percent during the 2014 holiday season, according to respective reports by the National Retail Federation and RetailNext.As 1to1 Media Editor-in-Chief Mila D'Antonio notes in a blog post this week, shifts in shoppers' buying habits have prompted retailers such as Macy's, JCPenney, Abercrombie & Fitch, and others to shutter a number of stores.

As retailers look for more effective ways to engage with consumers, new technologies and techniques continue to emerge that enable merchants to provide customers with highly targeted and personalized messaging. For instance, at the National Retail Federation's Big Show in New York this week, Adobe has introduced a new set of capabilities across its Adobe Marketing Cloud that enable retailers to engage with consumers in more personalized and relevant ways.

For example, by capturing contextual data about a consumer's purchase history, interests, time and location, and demographic information using Adobe tools, retail marketers can send emails with content that can change at the time that a customer opens it. The content can be optimized at the time the email message is opened based on the consumer's location, the time of day, the person's interests, and other characteristics, says Kerry Reilly, director of product at Adobe Campaign.

Studies have shown that consumers not only prefer custom content, it can generate higher conversion rates.

As customers continue grow more comfortable with sharing information about themselves so long as there's value for them in return, the use of consumer data will enable retailers and companies in other industries to find new ways to connect with buyers.

EXPERT OPINION
EXPERT OPINION