Even before the rise of ecommerce, customers could reserve stock in one store at the till of another. Now the key to retail success is making it easy to access the right channel at the right time – and having a product worth buying.
Online retailers need to balance a simple user experience with sufficient product inventory, reacting to trends accelerated by Covid.
Customer experience is important, but the problem for high street retailers rushing to ecommerce may be higher up the funnel.
Companies need to focus on being useful and offering great service first, otherwise bells and whistles seem just that.
Just as consumer confidence is so important at the moment, digital services need to breed user confidence. That’s where content design plays a role.
How is AI being utilised in marketing? How might it be used in the near future? And what does this mean for marketers?
Improving digital business models is an imperative, but multichannel retailers should recognise that good user experience alone is not a marketing strategy.
Amid a plethora of mawkish ads and emails, an effortlessly rewarding app experience is a much more soothing escape from the stresses of the Covid crisis.
As the coronavirus crisis worsens, brands would do well to remember people just want access to the services they need and signs that brands are helping.
Those brands that can show their humanity to customers will succeed because consumers want to feel something.
Anyone who has worked on design knows how human the process can be, but artificial intelligence can help bring some rigour to what can be seen as a subjective area.
From the future of third-party cookies to the dearth of digital talent, there is plenty of opportunity and challenge in digital marketing this year.