Offers that matter

The way we communicate with customers has changed irrevocably due to technology, and retailers must target customers through multiple touchpoints while ensuring that their marketing messages are relevant, engaging and timely. Customers now expect more from the retail experience than just a transaction.

Value: Means different things

Matt Button accurately points out that “value” can mean different things to different customers. Age, demographics and life stages influence priorities. While loyalty money-off schemes might be a focus for someone living on a pension, updates on exclusive offers might be more of a drive for people in their 20s.

All retailers have an audience of scale which is willing and ready to participate in conversations with brands. Retailers must get their messages right and use accurate data to approach consumers with offers and information that tie in with their lifestyle.

Caroline Worboys, managing director, Callcredit Marketing Solutions

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