Reaching the 21st Century Retail Customer

Digital marketers can learn from this approach to design engaging digital experiences. Progressive engagement, playful interactions, a high level of production value and a sharp focus on the enjoyment of the user are all things that will further this aim, driving engagement and ultimately sales.

The Customer Comes First
Whether a customer interacts with a brand in-store, online or via mobile, they expect the experience to be consistent across every channel. The unfortunate reality is that experiences across each channel still vary wildly, both in quality and function. This difference is jarring and can often push customers into choosing a platform that doesn't suit their needs well or doesn't benefit the brand or retailer.

A common example is a customer that would like to use a smartphone but finds the experience too confusing and just gives up on searching for an item. Regardless of channel, consumers shouldn't encounter challenges. If they do, it will increasingly hinder their satisfaction, thus impeding on sales. Consumers don't want to face obstacles; they want their experience to be seamless across interfaces. Brands, and especially retailers, need to start thinking about delivering content fast and seamlessly across channels in order to cater to this mentality.

With retailers and brands having more opportunities to engage with customers and prospects than ever before, the winners will be those that have adapted to this new omnichannel model. Ultimately, this means being able to create the most engaging experiences that satisfy customers and keep them returning for more, no matter what channel they happen to purchase in. Only by achieving this will retailers be able to cater to today's new breed of "super shoppers."

Rory Dennis is the chief marketing officer at Amplience, a SaaS-based platform that enables brands to produce digital campaign and product media.