Retail has seen a seismic shift in recent years. Consumers increasingly base their decisions about where to shop and which brands earn their loyalty on their communication with merchants and how closely messages and offers reflect their own preferences. At the same time, the pandemic has permanently altered shopping patterns, with omnichannel shopping becoming the norm. For retailers, a hyper-personalized, omnichannel approach to customer engagement is key to surviving—and thriving—amidst these changes.
The COVID-19 pandemic has changed the way consumers shop—for good
Heightened demand for hyper-personalization, coupled with evolving shopping patterns, has sparked the need for a smarter, insights-led, solutions-driven approach to customer engagement that involves:
Savvy retailers recognize the need to leverage technology to deliver on hyper-personalization and omnichannel engagement imperatives and stand to reap big benefits from doing so.
A unified platform for all initiatives, to
Pushing behavior-driven, personalized, event-based content during its biggest online sale period of the year yielded one of Landmark Group’s brands a 56% uplift in purchases and a 35% uplift in subscriber purchases over a 28-day period. Bonus: Landmark Group also realized a 65% subscriber and purchase retention rate.
The MoEngage insights-led customer engagement platform powers retailers’ customer onboarding, engagement, retention, and growth strategies. Unlike other solutions, the platform is powered by Sherpa, a native AI engine that allows retailers to:
Harnessing a smarter, insights-led approach to customer engagement
to online—and in between
new retail imperatives
Driving customer engagement with an insights-led customer engagement platform
of consumers shop differently now than before the pandemic, using multiple channels to do their shopping rather than just one channel
110% increase in the likelihood of a shoppers' basket being filled with more items if their experience is personalized
But no matter which channel consumers shop in, they crave hyper-personalized offers and messages...
Ensuring that customers are profiled based on their preferences and affinities—and that messages reflect these elements when it comes to content and consistency as well as delivery
Fine-tuning and tailoring messages based on micro-moments, user events, and any other elements that may impact customers’ response/heighten engagement, including frequency with which consumers want to be contacted and how
Employing deep-level personalization of retailer communication and the customer experience at all levels of the customer lifecycle, with all channels well integrated and a consistent customer experience across all channels
Most importantly, using a single customer engagement technology platform that allows for a single view of each customer rather than multiple views (in-store, online, etc.) as well as…. omnichannel engagement with the right message and offers, at the right time and on the right channel
of retailers’ “smart money investments” center on personalization and customer relationship management.
Hyper-personalization and omnichannel engagement require three elements:
Bridal brand Cocomelody has seen a 30% increase in sales in its Try at Home “try before you buy” program, a 27% increase in repurchase rates, a 69% boost in return on online ad spend, and a 5% uptick in higher cost value reconciliation rate. How? The company targets recipients for its campaigns based on an infinite number of customer attributes and custom events and creates multiple workflows for dozens of campaigns, with different trigger conditions to map customers’ journeys and keep them active on multiple channels.
Blibli, a one-stop eCommerce platform and online shopping mall pioneer, has achieved a 70% increase in customer engagement and a 43% increase in its repeat purchase rate by implementing data-backed campaigns based on analyses of customers’ intent and interests.
Engage customers with contextual communication at scale, harnessing connectors to reach target audiences on site, in app, or via mobile push, email, text, Facebook, and many others
1 EY Future Consumer Index, 2 McKinsey & Company, 3 EY Future Consumer Index, 4 Shopify, 5 Boston Consulting Group, 6 MoEngage original research, 7 MoEngage original research, 8 RIS NEWS 30th Annual Retail Technology Study, 9 RIS NEWS 30th Annual Retail Technology Study, 10 Boston Consulting Group Personalization Maturity Index, 11 McKinsey & Company, 12 Boston Consulting Group, 13 Boston Consulting Group
26% of North American and European consumers expect B2C brands to personalize their experience based on their shopping history
30% of North American and European consumers prefer to receive coupons and offers—not newsletters, resources, or information about charity work and social justice. But inconsistent messages across different channels—as well as too many, too few, and/or irrelevant messages—frustrate most shoppers
of consumers have tried a new shopping method and will stick with it going forward
of consumers shop more often online for products they would previously have bought in physical stores
of consumers prefer curbside pickup and will continue to use it post-pandemic
Retailers that personalize the shopping experience across physical and digital channels can achieve revenue increases of 5% to 15%.
of retailers plan “major deployments” of technology, including AI-powered technology, that enables them to improve the customer experience through personalization.
Personalization bolsters the potential for conversions—so it’s no surprise that retailers consistently experience 25% increases in revenues when harnessing advanced personalization capabilities.
Retailers’ net promoter scores (NPS) are 20% higher when their customers experience a high level of personalization than when the level of personalization is lower.
Engagement workflows that:
Artificial intelligence (AI) for:
5 to 15
Glean a clear understanding of customers’ unique preferences
Gain actionable insights into customers’ interactions with their brand and create highly targeted campaigns throughout all stages of the customer lifecycle
Analyze and deliver top-performing content to customers in real time
Hyper-personalize campaigns at scale, ensuring that each experience is unique based on individual consumers’ preferences, behaviors, and/or affinities
Uncovering and acting on the deep insights needed to target and communicate with consumers.
Empower retailers to fix gaps in the process of moving customers from one stage of the shopping journey to another and ensure that shoppers easily complete the intended action—such as making a purchase.
Maintain a complete customer view.
+ right channels
+ right time
= real results
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Ensure that every customer preference and affinity is reflected in customer engagement, no matter the channel.
Allow retailers to use pre-defined, AI-powered logic to map micro-moments, user events, user activity conditions, and more, then implement different engagement strategies at every stage of the customer journey in a logical, seamless way while remaining prepared for all types of actions customers can take—including channel-to-channel moves—as they purchase products.
Easily trigger communication based on consumer behavior and preferences, even as they hop from device to device and from online shopping to in-store shopping and back again.
Enable retailers to continuously engage with customer leads, moving them through the sales funnel and fostering as well as boosting conversions.
It’s no wonder 90% of marketers use AI to optimize the customer journey, transform how they engage customers, and deliver rewarding experiences.
Understanding the best time, message, channel, and frequency of engagement at an individual customer level.
Visualizing user path analysis to uncover consumer patterns so you can tailor your campaigns.
Creating cross-channel engagement workflows, ensuring every individual sees personalized brand communications on their channel of choice, whether that be email, SMS, mobile push, mobile in-app, or other.
Instantly create customer segments based on recency, frequency, or monetary value to identify loyal customers, hibernating customers, or those most likely to churn.
Landmark Group is one of the largest retail and hospitality companies in the Middle East, Africa, and India, with brands focused on apparel, footwear, beauty products, and more. Some of Landmark Group’s brands include Lifestyle, Steve Madden, Babyshop, Viva, and Krispy Kreme, among others
Cocomelody is a retail and eCommerce bridal brand offering haute couture for bridal and wedding parties at affordable rates across the United States, Europe, and Asia
Blibli is a fast growing one-stop eCommerce platform, and a pioneer of the online shopping mall in Indonesia. The brand offers a local shopping experience and products under 16 unique categories such as groceries, fashion, home decor, and automotive products