Here’s all the great stuff we’re reading this week!
Sometimes I think merchants overthink and over-research customer experience management. While it certainly makes sense to look at your competitors’ websites to ensure yours is up to par, sometimes we forget that we are also customers that experience stuff every day. It may as an audience member in your child’s band concert, or sitting on an airplane listening to a flight attendant teach you how to work your air mask, or it may be a trip to the zoo. What’s important is recognizing what you liked and feeling empowered to try to create a similar reaction for shoppers that visit your store or website.
Big Data for Marketers
This article does a great job in describing all the activities that are involved in tracking customer journeys and what great insight they can provide. The tricky part is then acting on that data…making decisions…making a difference. The example the author points out is perfect: that multichannel is not an invention – but a reaction to consumer wishes. That’s why Amazon is opening physical stores. Gathering the data can be difficult, but being bold enough to act on what you’ve learned is the real challenge for retail marketers.
Differentiating Your Product Pages
Everyone knows how important good product detail is to convert customers. But here are some great tips for what product information merchants should include on their eCommerce pages to differentiate themselves from the crowd. Not only will these retailers stand out, but each offers just enough information to keep the shopper on the page longer without having to hunt for information elsewhere on the site – making it much more likely to hit the Add to Cart button and eventually make the purchase.