11 March 2015
Kurt Salmon head of digital, Sarah Davis, presented a hugely topical session at RBTE on Wednesday 11th March, detailing how retailers must bring the best of online personal marketing into their physical stores.
Retailers are going to have to introduce innovative new marketing tactics more commonly used to engage with customers online to provide the personalised shopping experience that will drive increased store sales.
"Around 50% of customers leave a store without engaging with a member of staff or a product; less than 20% are encouraged to purchase complementary items and only a handful are even offered products based on their personal history and search or loyalty programme preferences," she explained. "Yet by improving up and cross selling by between 5-9%, retailers could sell an additional 15-25% of product."