2019 might not have been the stellar sales year that online retailers were hoping for but positive growth in the last quarter has potentially paved the way for 2020 to “be a lot more positive for online sales growth than it has looked for a long time”. Conor McGrath, Head of UK Clients at post-purchase communications expert parcelLab, looks at the year ahead.
Retail evolves at a rapid pace, making it important to communicate with customers at exactly the right time, engage with shoppers at all stages of the buying journey and properly segment to understand them better. Michael Poyser, Chief Analytics Officer at Ecrebo looks at how retail marketers can take seasonality to a new level to boost the bottom line instead of simply relying on blanket discounts and promotions that only succeed in attracting short-term footfall and don’t reward for ongoing buying behaviour.
True customer data-based identification, across devices and email accounts, is now essential- and device-specific cookies simply aren’t good enough. Rob Massa, General Manager for BounceX EMEA,
explains why retailers want to give their New Year’s marketing push laser-like focus, effective identification is the one challenge they need to crack.