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Forrester: Optimove’s Total Economic Impact
Why it matters:
This post gives marketers ten recommendations for reaching customers who are primarily researching online, purchasing instore.
Key takeaways:
Here are the recommendations for marketers on Get to Know Your Customers Day, based on the insights from this report:
Develop seamless online and offline retail experiences. With 83% of consumers checking prices online while shopping in-store, ensure your platforms are user-friendly and informative.
Soft Goods: Maintain a strong presence both online and in-store.
Hard Goods: Emphasize in-person shopping experiences.
Beauty, Health, and Cosmetics: Keep an in-store presence for tactile experiences, support online sales for replenishments.
Travel: Focus on online marketing and booking platforms.
Promote digital wallets and ensure a smooth, secure checkout process. Preferences for digital wallets rose from 14% in 2023 to 22% in 2024.
Maintain high product standards, as 77% of consumers prioritize quality over price. Highlight quality and durability in marketing messages and leverage user-generated content.
Use data analytics to tailor marketing messages and offers, creating personalized shopping experiences.
Focus on value-driven purchases, technological integration, and sustainability. Highlight deals, loyalty programs, thorough product information, and experiential rewards.
Highlight convenience and efficiency, blend online research with in-store purchases, and focus on family-oriented products, home improvement, and wellness offerings.
Tailor strategies to emphasize quality, reliability, and value. Cater to their preferences for email, news websites, and traditional platforms like Facebook.
Align marketing campaigns to capture increased spending, emphasizing value and quality to appeal to both budget-conscious and confident consumers.
Highlight sustainability efforts and ethical practices to appeal to Gen Z and Millennials who prioritize corporate responsibility and environmental stewardship.
By implementing these 10 strategies for Get to Know Your Customers Day, marketers can build deep, loyal relationships with customers and effectively respond to the evolving shopping behaviors in 2024.
For a deeper understanding of how the Research Online, Purchase In-Store (ROPIS) trend is gaining significant momentum, download the Optimove Insights 2024 Consumer Summer Shopping Report.
P.S. “Get to Know Your Customers Day” is a recurring event on the third Thursday of each quarter. See past celebratory posts for this day:
Forrester: Optimove’s Total Economic Impact
The Forrester Total Economic Impact™ Study shows that Optimove’s Positionless Marketing Platform drives an 88% boost in campaign efficiency.
Rony Vexelman is Optimove’s VP of Marketing. Rony leads Optimove’s marketing strategy across regions and industries.
Previously, Rony was Optimove's Director of Product Marketing leading product releases, customer marketing efforts and analyst relations. Rony holds a BA in Business Administration and Sociology from Tel Aviv University and an MBA from UCLA Anderson School of Management.
