“The customer journey is constantly evolving and it's not linear.” Ram Iyer, worldwide director of digital strategy and ecommerce at Microsoft, advised on our “Behind the Numbers: Reimagining Retail” podcast.
Think beyond a strictly digital or in-store consumer and meet customers where they are through an omnichannel and cross-platform approach, he said.
Look at the shopping journey “through the eyes of the consumer,” said Iyer, who noted the pandemic accelerated consumers’ comfort with digital shopping.
Think about those shoppers through an omnichannel lens. “Digital can really become the glue that can help us connect across all these channels,” Iyer said.
Social commerce provides another storytelling opportunity.
The Amazon effect: Microsoft leverages its sometimes rival for product discovery. “[Amazon is] not just a sales engine. It’s a sales and marketing engine for us,” said Iyer, noting that 63% of customers start their PC searches on the retail giant’s site.
Microsoft sweet spot: Microsoft’s approach reinforces the fact that the digital shopper is, in reality, an omnichannel shopper. And with each shopper taking a unique journey, what’s most important is reaching and engaging those consumers where they are. Microsoft does this in several ways.
“The holy grail of marketing for us has always been all about attribution and incrementality,” Iyer said.
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