Windsor Marketing Group is a Suffield, Connecticut, firm that offers a full host of merchandising solutions aimed at helping clients succeed in increasingly competitive retail markets. Dedicated to customer success, Windsor Marketing Group offers a host of in-depth resources on marketing approaches.
A recent article focused on achieving success in the realm of omnichannel marketing. This begins with ensuring that both the physical store and the retailer’s website offer simple, effective navigation, with logical pathways to a sale in place. A particular challenge involves maintaining one-on-one buyer-seller relationships within a brick and mortar or an online landscape.
Online retailing has provided opportunities in this sphere, with companies able to intimately interact in ways that are both meaningful and optimize resource allocation. Through obtaining information from consumers at the point of sale or when creating an account, companies can pursue data-driven solutions. Whether this involves understanding spending patterns, buying preferences, or other attributes, offers and loyalty programs can be tailored to the individual. A true omnichannel experience replicates this intimate customer knowledge to provide a superior experience in store as well.
It is important to remember, however, that technology-driven strategies alone such as maintaining an up-to-date and well-managed database are insufficient to achieve meaningful customer relationships that drive long-term engagement and sales. Execution through superior merchandising and service make the customer knowledge come to life as an experiential differentiator.