Technological capability, business strategy and consumer expectations are coming together to fuel a truly unprecedented rate of change. Right now, the confluence of consumer tech adoption, retailers’ need to meet and market to customers in the “now,” and Canadian consumers’ willingness to share and engage via digital channels is creating new customer acquisition and retention opportunities.
Canadian retailers might once have embraced analogue, paper-based coupons and loyalty cards for their ability to cross and upsell to a ready-made customer base, but now they have a new—and much more effective—channel for identifying, accessing and targeting the right customers. Between the customer data generated by their stores and social, ecommerce and other digital channels, retailers have the necessary tools to meaningfully engage them.
in which he discusses the opportunities social media presents to retailers, especially when connected with other marketing channels.