Consumers from different demographics tend to engage with brands differently. Some like to stick to one single channel, others expect a journey that allows them to engage with their preferred brand over a multitude of channels.
The Retail Hive recently invited Braze to host a digital boardroom focusing on Cross-Channel Personalisation. The group, which consisted of leaders from the biggest retailers in Europe discussed various aspects of personalisation, with a focus on the importance of understanding behavioural data. The group concluded that it is imperative to understand differences across demographics, in order to be successful across different markets. Understanding consumer behaviour leads to better segmentation of customers; enabling more targeting communications, one-to-one human dialogue and overall a superior customer experience.
This report summarises the discussions and advice on:
- Thinking global whilst acting local
- Creating a seamless, connected customer experience
- Achieving a single customer view
- Single v multi channel
- Converting eCommerce customers into store through clienteling
To read more, download the report to view the full findings.