New Research From RSR: Why Marketing Doesn’t Work Anymore

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Marketing 'to' a customer may have worked 10 years ago. Now it's not just about what you want to say.

Artificial Intelligence is about to transform retail irrevocably

According to RSR’s newest research on Customer Engagement, marketing “to” customers just doesn’t work anymore. What’s more, retailers are being asked to spread the same resources they’ve always had across far more touchpoints, just to maintain their relevancy with consumers. This presents problems – but surprisingly – retailers say it also generates some opportunities going forward.

“Ten years ago, it didn’t really matter what the customer wanted to say,” said Nikki Baird, Managing Partner at RSR and co-author of the report. “A retailer could present to them via a website, some television and print campaigns, and the consumer’s only real choice was whether to buy – or not - online or in the store.” Today, all of that has changed.

The report contains 24 charts and 28 pages of analysis. Some key findings:

  •     Retailers fall into 2 camps – those who think that price is the only driver of customer loyalty, and those that think customers increasingly identify with brands
  •     The retailers who have faced the competitive juggernaut of Amazon for longer appear to be placing their bets on the side of brand identity over price
  •     They overwhelmingly believe better coordination with both marketing and stores will help their cause
  •     The best performers believe that Artificial Intelligence is about to transform retail irrevocably

Download the full report to learn more.

https://www.rsrresearch.com/research/beyond-promotions-reinventing-retail-customer-engagement

OR

If you don’t have time to read the full report: Check out our eBook on the topic.

https://www.rsrresearch.com/research/retail-customer-engagement-2017-the-ebook

The report and accompanying eBook are both part of RSR Research's ongoing efforts to provide market intelligence on retail technology trends. The research is sponsored by Zmags.

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steve rowen
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