Retailers Find 4 Ways To Digital Marketing Success

Retailers are adopting four ways of using digital marketing to influence consumers. To encourage consumers to visit their stores, retailers are using digital technology to offer local information. Data from Google revealed 75 percent of shoppers who find local information in search results are more likely to visit stores. Once consumers are in the store, retailers use digital to improve shoppers’ in-store experience. For example, Sephora lets shoppers use their smartphones while shopping in-store to search for product recommendations through the company’s Sephora App. Also, retailers are finding out that email is the most effective channel to promote personalized interactions with consumers. Data from Criteo showed 80 percent of retail marketers are using personalized email marketing strategies. Mobile is a vital component of retailers’ digital marketing success. According to Forrester Research, m-commerce is forecast to grow so fast that it may potentially account for 54 percent of total e-commerce revenue by 2018.