Marketing Automation and the New Omnichannel Journey
Staying one step ahead of the customer has gotten a whole lot harder recently. Whereas a customer journey once represented a swift trip from A to B and then perhaps to C, it now resembles something of an alphabet soup, with customers taking many a meandering route towards a purchase.
Here are three examples of customer journeys that are considered to be typical today; and three examples of how marketing automation helps us to be prepared.
A customer is passing your store and they step inside to take a look at your product range. They select a bulky product but use their mobile device to compare prices and find it cheaper elsewhere. It is only after the product arrives that the customer realizes that your ‘Free Delivery on Items Over $75” policy would have rendered your store the cheaper option.
This represents a way in which the omnichannel approach can be used to poach customers. Statistics show that Customer Retention – The Lost Art (And Science) Of Marketing
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