Omnichannel communications, which allow customers to switch between online and offline channels seamlessly, are the leading priority for US customer experience professionals, according to an April study from SurveyMonkey.
Analyst insight: “When retailers are thinking about how to build out these channels, both digital and physical, they need to think about them as how they complement each other, and how they work together,” said our analyst Arielle Feger, on a recent “Behind the Numbers: Reimagining Retail” podcast.
Retail media offers valuable in-store opportunities
Retail media is the second-fastest growing media channel in the US this year, after connected TV (CTV), reaching $45.15 billion ad spend this year and $106.12 billion by 2027, according to our forecast. The in-store opportunity is small but growing, reaching $240 million this year and $880 billion by 2027.
Analyst insight: “There's just such a huge opportunity to finely tune each of those locations within the store to the individual consumer or types of consumers who go to the store,” said Stambor.
Experiential and experimental tech is luring people into stores
As more than a quarter of the US population currently uses augmented reality in some capacity, according to our forecast, and many of these purchases take place in stores, it’s important to leverage this technology effectively to create memorable experiences.
Analyst insight: “It really comes down to the most basic principle: Know your customer, and know what your customers are interested in or might be inclined to engage with,” said Stambor.
This was originally featured in the Retail Daily newsletter. For more retail insights, statistics, and trends, subscribe here.
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