4 steps for retailers striving to be customer-centric

RON JACOBS | September 3, 2018

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It's not easy for retailers to keep up with the pace of marketing innovation. One challenge is their inability to keep up with the changing ways people want to shop for products and connect with brands.Consumer behavior has shifted to smaller, more customer experience-oriented retailers, with e-commerce perceived to offer better choice, convenience and price. Consumers want to feel connected to the brand and expect to receive the same experience they've come to know in brick-and-mortar locations. More and more, consumers want to reach out digitally. Consumers expect a customized and personal shopping experience with seamless and immediate support.Consumers are demanding that retailers change, yet so many are still not investing in the technologies and strategies necessary to meet this demand. Most retailers are still focused on merchandise, price, promotion and traditional ways of going to market. That no longer moves the needle far enough.  And, marketers work at a breakneck pace pursuing myriad opportunities to acquire new customers and keep existing ones happy but they are missing the mark on the most fundamental ways to increase sales and enhance the customer experience.

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