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Omnichannel is no longer just an ambiguous buzzword, it’s becoming a reality for digital marketers thanks to three key online retail trends: mobile devices, millennials and beacons – devices that bring digital into physical retail.
This infographic from Elastic Path illustrates how these forces are driving demand for seamless digital experiences across channels and will continue to do so in 2016.
Mobile apps are not just smaller versions of a retailer’s website, but research and shopping assistants in the palms of consumers hands at all times – even in-store. They’re both an opportunity and a threat for retailers – get it right and the customer can find the right information at the right time. Get it wrong, and it could hurt your brand and drive customers to competitors.
Tech-savvy millennials have tremendous purchasing power, and expect businesses to satisfy their appetite for digital experiences across channels.
Mobile apps that interact with marketing beacons support augmented in-store experiences, making it easy to quickly access relevant product and pricing information, and special offers, with minimal friction. You can also read our recent Smart Insights alert on Facebook's new Beacons.
For more information on how digital marketers can prepare for this shift, Elastic Path offers a free ebook : The New Customer Journey: The Convergence of Content, Context, Channels and Commerce.
By Robert Allen
I was the Editor of Smart Insights between 2015-2017. I managed the blog and you will find blog articles on a range of subjects- Marketing Technology trends and latest tech developments are a regular focus, as well as exploring key marketing concepts. You can get in touch with me on Twitter and connect with me on LinkedIn. The new Editor is Carolanne Mangles.
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