Phy-gital Roundtable: Breakfast Roundup from Germany and Netherlands

02 May '15 | Debjyoti Paul

German Shoppers: Meet Them in the Fast Lane to Phy-gital

15 January '15 | Ralf Reich

Shoppers Will Share Personal Information (But They Don’t Want to be “Friends”)

15 January '15 | Anil Venkat

Modernize or Perish: Property and Casualty Insurers and IT Solutions

14 January '15 | Manesh Rajendran

Benelux Reaches the Phy-gital Tipping Point: Omnichannel Readiness is Crucial

13 January '15 | Anil Gandharve

The New Omnichannel Dynamic: Finding Core Principles Across Industries

13 January '15 | Debjyoti Paul

Technology does not disrupt business – CIO day 2014 Roundup

02 December '14 | Anshuman Singh

Apple Pay – The Best Is Yet To Come

02 December '14 | Indy Sawhney

Digital transformation is a business transformation enabled by technology

01 December '14 | Amit Varma

3 Stages of FATCA Testing and Quality Assurance

06 October '14 | Raman Suprajarama

3 Reasons why Apple Pay could dominate the payments space

18 September '14 | Gaurav Johri

Beacon of Hope: Serving Growth and Customer Satisfaction

05 August '14 | Debjyoti Paul

The Dos and Don’ts of Emerging Technologies Like iBeacon

30 July '14 | Debjyoti Paul

What You Sold Us On – eCommerce Award Finalist Selections

17 July '14 | Anshuman Singh

3 Steps to Getting Started with Microsoft Azure Cloud Services

04 June '14 | Koushik Ramani

8 Steps to Building a Successful Self Service Portal

03 June '14 | Giridhar LV

Innovation outsourced – a myth or a mirage or a truth staring at us?

13 January '14 | Ramesh Hosahalli

What does a mobile user want?

03 January '14 | Gopikrishna Aravindan

2 new-age ways for retailers to engage with consumers

Posted on: 27 January '14

As the usage of mobile explodes and the digital revolution moves to take center stage, retailers are investing to shore up their consumer engagement and commerce capabilities.

But once you attract the consumer and invite them in – likely with an awesome but deeply discounted promotion – the next biggest challenge is in persuading them to stay. Unless they really find something they identify with that creates stickiness, why will they stay on? Habits are tough to form.

Here are 2 ways retailers can improve consumer engagement and emerge past the discounts frontier.

1. Being a Partner
Shouting from the rooftop about your offers and products is trumped by helping the customers find a solution to what they are looking for. Marketing and positioning is transforming as these niche practices become more mainstream. Effective management of content and use of analytics for personalization & targeting are critical to not only touch consumers but also to invite them in. Consumers feel more confident and connected with the channel that guides them towards a decision that’s right for them. The direct outcome of this kind of engagement is higher profitability because you share the ownership of helping the consumer decide what is right for them. In addition, this approach amplifies the effect of the methods already employed to generate stickiness (mobile apps, loyalty cards etc.)

2. Connecting
Branding and promotions are also about associating yourself with an attribute your segments care about. As you tackle this, use of effective data driven segmentation to clearly outline the levers you wish to influence are critical. At the base level, grocery store loyalty can be about habit & proximity, while for a department store, loyalty can be function of fit & price. But the act of connecting leverages, several other emotional factors that make up the consumers identity. Factors such as being ecofriendly, being more contemporary or just being oneself, are critical to identify and apply. And applying them systematically and granularly is the key to consumer engagement.

The above strategies apply broadly to all businesses but are especially critical for retail, i.e. stores, banks, restaurants or any consumer facing business.  Consumer engagement is being tackled on many fronts – great stores, good looking website, more capable mobile app, better inventory control, more commerce options, excellent service, multi-channel interaction, several payment options and the list goes on. Partnership and connect will bring all those efforts to fruition.

Consumers today are being presented with several options for every need. To succeed, retail must move beyond promotions around consumer brands. They must enter the realm of direct consumer trust and partnership.

Mindtree Blog Archives

Mindtree blog Archives are a collection of blogs by various authors who have independently contributed as thought leaders in the past. We may or may not be in a position to get the authors to respond to your comments.