Thinking in the now: How to connect with today’s knowledge shopper

digital retail trendsConsumers are evolving. Mobile devices, social media, and always-on Internet access have set new expectations for their shopping experience. And the speed of this shift has left some retailers struggling to find the best way to connect with this new generation of shoppers in store and online.

Traditionally, retailers have found ways to engage with their customers using historical data, but this is like looking at a photo: It reflects the past, but not necessarily the present. While retailers may be analyzing data and marketing to their consumers, if they are strictly using historical data, they may not be meeting their customers’ current needs. In order to compete, retailers must be able to answer “now” questions: What are customers doing now? Where are they now? What are their intentions now?

Retailers must look beyond historical data and bring in new data sources — social, mobile, and clickstream – to have a relevant and valued interaction with customers in real time.  Continue Reading…

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