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The In-Store Imperative for Brands in the Digital Age

The In-Store Imperative for Brands in the Digital Age | MarketingHits |

Cus­tomer is no longer a good enough word to describe the many indi­vid­u­als in rela­tion­ship with a brand. We’ve called them fans and audi­ences, col­lab­o­ra­tors and par­tic­i­pants, vis­i­tors and users, try­ing to cap­ture the nature of cus­tomer inter­ac­tions in the dig­i­tal age. But a sin­gle word may never be enough, because touch points and oppor­tu­ni­ties for engage­ment keep mul­ti­ply­ing. The once lin­ear sales fun­nel is now an evolv­ing, cir­cu­lar process with active and informed men and women enter­ing through var­i­ous channels.

For exam­ple, the cus­tomer that sets foot in a store today is a very dif­fer­ent ani­mal from the one that walked through the door more than a decade ago. Chances are the cus­tomer knows a good deal about your prod­uct before approach­ing a sales­per­son. The sales­per­son needs to under­stand the cus­tomer well enough to make broader rec­om­men­da­tions (for exam­ple, sug­gest­ing new design­ers or acces­sories to a fash­ion­ista). We no longer live in a product-driven world. The customer-centric sell is per­son­al­ized to unique and spe­cific cus­tomer lifestyles.

What Dig­i­tal Started, Mobile Is Dri­ving In-Store

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