Four steps to enhance personalised shopper experiences

Brands are facing more complexity than ever with the growing needs of customers and the multiplying number of sales channels. With online sales growing threefold during the last four years, online channels are no longer just a nice-to-have — they’re a necessity in an always-connected world. 

Each consumer has a unique preference. The shift from a one-size-fits-all model to personalised products creates demand for development of new brands, expanded product portfolios and nuanced marketing activities. As a result, consumers are expecting customised products marketed with relevance via their preferred medium. 

Here are four steps brands can take in order to deliver the best shopper experiences for the APAC market. 

Track the customer journey

Understanding customer purchase behaviour and creating customer journey maps are vital to track the activities involved in finalising a product. But, in an ideal world, brands can’t create thousands of shopper journey maps for each customer or invest in disjointed marketing programs across various sales channels. 

This is a time when brands turn to develop customer-centric, platform-neutral content to maximise reuse and operational efficiencies across every stage of the content lifecycle. 

Create omnichannel experiences

The rising trend of using omnichannel experience extends sales channels, and an array of media options for marketing activities to be rolled out. Developing influential touchpoints requires a strategic and integrated approach because marketing messages and engagement efforts need to be a cross-functional effort. 

For example, in Hong Kong, HKTVMall offers a ‘shoppertainment’ online platform. As HKTVMalls’ online sales increased rapidly, the company launched brick-and-mortar stores to amplify its reach to its consumers further. 

HKTVMall installed 50 tablets at its offline retail store to encourage customers to continue their omnichannel shopping behaviour. It was also a means to promote inclusivity for those who may not have access to the online shopping experience. 

Optimise e-commerce content

Online retail touchpoints include the creation of digital assets to promote e-commerce sales.  While offline touchpoints heavily rely upon brand experience to provide a wholesome retail experience for consumers, consistency of brand assets and marketing information across both platforms instills confidence in the brand and product.

Developing accurate and informative online content is essential to convert shopping into commercial sales. Digital assets created for targeted repetitive exposure amplifies personalised shopper experiences and encourages customers towards the brick-and-mortar store to enjoy the hands-on experience. 

Connect with packaging

Enhancing offline retail store experiences elevates product desire and connects the brand story with customers. It includes engaging customers through influencer campaigns, building a community or members-only networking events. Such activities create a sense of exclusivity, brand relevance and affirmation that the brands are genuinely hearing their customers feedback. 

Agnes Law works at Marketing & Branding Specialist SGK.

Complementing the retail experience is the packaging, a key communication tool that reaches the customers. Younger generations are expecting a much different relationship with brands — a more connected one. If the product sits on a shelf in-store or online, the content should be connected to the packaging, and the packaging to the content. 

Remember, content is king

Developing meaningful content to excite customers at retail stores is paramount to brands as much as creating a space for customers to congregate and share their views with the brands. 

Brands need to continue to strive in elevating the retail experience, understand their customers’ needs, geographical preferences and create compelling content to stand out amongst the sea of other retailers and marketplaces.

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