Are You Meeting Your Customers Where They Are?

By Ross Halliday, VP Sales CRM, Zeta Global. Customers no longer follow predictable paths to purchase; instead, they navigate fluidly across platforms, devices, and channels, creating a web of interactions that’s as unique as they are.

According to Statista, global retail e-commerce sales reached an estimated $5.8 trillion in 2023 and are projected to grow by 39%, exceeding $8 trillion by 2027. This surge highlights the need for brands to adapt to evolving consumer behaviours and market trends.

Yet, many brands still rely on traditional, one-size-fits-all marketing strategies. Promotions are pushed, content is blasted, and products are highlighted—not always at the right time or place.

But here’s the truth: your customers expect more. They want brands to meet them where they are, not where the brand assumes they should be. When brands get it right, the rewards are significant—higher engagement, stronger loyalty, and sustainable growth.

Why “Push Marketing” is Holding You Back

Retail marketers are no strangers to the power of promotions. Discounts, offers, and campaigns have long been staples of engagement strategies. But what happens when these efforts miss the mark?

For example, imagine a customer receiving an email advertising winter coats just after purchasing one—or worse, in the middle of summer. These irrelevant interactions don’t just fail to engage; they actively erode trust. A 2023 survey by Klaviyo found that 39% of consumers unsubscribed from marketing emails due to irrelevant content.

The issue is clear: too many brands prioritise their own marketing objectives over their customers’ actual needs. The solution lies in shifting to a customer-centric, data-driven approach.

Embracing Data-Driven Marketing

Start with data. Every interaction a customer has with your brand—whether they’re browsing, purchasing, or even abandoning a cart—provides invaluable clues about their intent and needs. Capturing and activating this data in real-time allows you to replace guesswork with precision.

Hyper-Personalised Experiences: The Future of Customer Engagement

Personalisation is no longer a “nice to have.” It’s the standard by which customers judge their experiences. But personalisation isn’t just about including a name in an email or sending a birthday coupon. It’s about crafting a journey that feels uniquely relevant to each individual.

According to a 2023 report by Epsilon, 80% of consumers are more likely to make a purchase when brands offer personalised experiences.

Making Data Actionable

To get there, brands need to adopt a smarter approach to data activation. It’s not enough to collect data; you must make it actionable.

Start by breaking down silos. Too often, data sits scattered across departments, leaving teams with an incomplete picture of the customer. Accessibility to integrated data enables marketers to identify patterns, predict needs, and deliver meaningful experiences that resonate.

Platforms like the Zeta Marketing Platform unify customer data, enabling brands to identify patterns, predict needs, and deliver personalised experiences that resonate. Accessible, integrated data ensures more effective, real-time decision-making.

Enhancing the Omnichannel Strategy

Implementing an effective omnichannel strategy involves more than just being present on multiple platforms. It requires seamless integration where customer interactions are interconnected.

For example, if a customer adds a product to their cart on a mobile app, they should receive a personalised email reminder. Upon visiting a physical store, staff should have access to their online preferences to offer a cohesive shopping experience.

Prioritising Privacy and Data Security

With increasing concerns about data privacy, brands must prioritise transparency and security in their data practices. Implementing robust encryption methods and clearly communicating data usage policies can help build and maintain customer trust, ensuring that personalisation efforts do not come at the expense of privacy.

Regulatory Compliance:

Ensure compliance with regulations like GDPR and CCPA by adopting strict data governance policies. This not only protects your customers but also safeguards your brand from potential legal repercussions.

The Future of Retail: Emerging Trends

To stay competitive, brands must embrace emerging technologies that enhance personalisation:

• Artificial Intelligence (AI) & Machine Learning: AI-driven insights predict customer needs and automate personalised content delivery.
• Augmented Reality (AR) & Virtual Reality (VR): These technologies create immersive shopping experiences, allowing customers to visualise products before purchasing. (Source: Forbes)
• Voice Commerce: As voice-activated devices gain traction, optimising for voice search will be crucial. (Source: eMarketer)
• Blockchain for Data Security: Blockchain can enhance data security and transparency, strengthening consumer trust. (Source: IBM Blockchain)

Addressing Challenges and Solutions

Transitioning to a data-driven, personalised marketing approach comes with challenges, but they can be addressed:

Overcoming Data Silos

One major challenge is overcoming data silos. To address this, brands can adopt integrated data platforms that centralise information from different departments, ensuring that marketing, sales, and customer service teams have access to consistent and comprehensive data.

Implementing a Customer Data Platform (CDP) can help unify customer data across various touchpoints, providing a single source of truth that all departments can access and utilise effectively.

Building Expertise and Investing Wisely

Investing in training and hiring data-savvy professionals can bridge the expertise gap. Additionally, adopting scalable technologies allows brands to manage costs while expanding their personalisation efforts.

Practical Solutions:

• Audit Your Current Data: Assess the quality and sources of your existing customer data.
• Invest in the Right Tools: Choose platforms that support data integration and real-time personalisation.
• Train Your Team: Ensure that your marketing team is skilled in data analysis and personalised marketing techniques.
• Test and Iterate: Continuously test different personalisation strategies and refine them based on performance metrics.
• Prioritise Customer Privacy: Implement strict data governance policies to protect customer information.

Conclusion

Building lasting loyalty in the modern retail landscape requires a fundamental shift from push marketing to a customer-centric, data-driven approach. By understanding your customers’ unique journeys, leveraging the right tools and technologies, and prioritising data privacy and security, you can deliver personalised experiences that resonate deeply and foster long-term loyalty.

Remember: In the race to meet customers where they are, those who harness the power of data and embrace personalisation will not only survive but thrive, achieving higher engagement, stronger loyalty, and sustainable growth.