Leaving Consumers Out in the Cold – Why Retailers Don’t Remember Us
Posted by Marcus LaRobardiere on Dec 19, 2017
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I spend entirely too much of my commute time in a brand’s app or on their mobile site. Thankfully for my bank account (but unfortunately for my wardrobe), I generally have to jump off the train before my casual browsing gets serious enough for the “Add to Cart” button. But the time constraint bestowed upon me by public transit doesn’t mean I’m not interested in the items I was taking a look at – if they caught my eye once, chances are they would again. Yet not even one-third (31%) of brands remind me, or other customers, of items that once piqued our interest. (Source: NewStore Mobile Retail Report)
This is exactly the type of scenario that causes retailers to miss a selling opportunity. And in a time when there’s more competition than ever for retail dollars, brands have to be proactive about catering a shopper’s experience at every turn.
Personalization is everywhere else – from Alexa knowing what news I like to hear in the morning to the Instagram ads that always seem to know what I’ll find most tempting – and it’s long past the time when retail should have embraced it as well. While personalization should go much further than showing recently viewed products, this is a basic place to start and will foster your customers’ engagement when they do find themselves back on your site or within your app.
