Each Thursday at 11am EDT, marketers from around the world join theExactTarget Nexus partner ecosystem on Twitter for a conversation about trends and campaign ideas across the interactive marketing industry. We call the virtual coffee chat the Nexus Café.
Our guest for a recent #NexusCafe chat was Elizabeth Music Industry Marketing Manager, Retail here at ExactTarget. Elizabeth has over 7 years of experience in the retail industry with a passion for helping retailers improve their digital marketing programs. We discussed how to meet the demands of a hyper-connected consumer. Here's a summary of our discussion:
@ETNexus Q1 How has the retail consumer evolved since the digital marketing revolution?
@elizabethmusic A1: The new customer is more sophisticated and more intelligent. They know what they want and they want it now!
@kkestler A1: Retail consumers have the ability now to do in-depth research on alternatives even from within a single brick & mortar store.
@elizabethmusic 58% of consumers perform online research before they make a purchase
@brandColby A1: the retail consumer is much more informed. they can easily compare prices and read reviews
@Kristeneal A1: Consumers can share good and bad reviews of any product.
@lizsingleton A1: Online retail consumers are educated in price, quality and look to each other for product reviews.
@kkestler A1: So much feedback is now in the public domain that companies live in glass houses, so to speak. Nearly all actions are public.
@murphygj: A1 Content from social channels such as Twitter & FB influence consumer purchase decisions on par with advertising
@ETNexus Q2 What is your definition of the “Hyper-Connected Consumer” and do you feel that is the correct label for today’s consumers?
@elizabethmusic A2: Yes! An “HCC” consumer is one that has access to info about a brand and the ability to make a purchase via multiple channels.
@brandColby A2: A consumer who has the ability to engage with a brand or product, however and whenever they decide to.
@kkestler A2: Someone who is within a search/tweet/post/... of just about any information they could want. (Intelligence x Google)^mobile
@brandColby A2: The term "hyper connected" is interesting. "Hyper" makes it sound like "over" connected but its now the norm.
@Kristeneal Most consumers become HCC with larger purchases - Electronics, Houses, Cars, Appliances, Furniture etc
@dneff84 A2 - HCC to me means business never stops. Delivering options to purchase across any channel at any time.
@ETNexus Q3 In your opinion what is the main technology vehicle that is driving consumers to be more connected? Mobile, social, tablet?
@elizabethmusic A3: It’s a mobile world. From the time we wake up until the time we go to bed we are constantly on email, games & social networks
@Candicelyn A3: I would say mobile because a mobile devise is what makes consumers more "socially" active
@brandColby A3: it's a combination of all of them. I am influenced by my friends via social, constantly informed w/ a smart phone, etc.
@brandColby A3: Hyper Connected is "Hyper" because its not just one tech. It's a combination of them. Only one would be "energetic" at best.
@elizabethmusic 2.5 billion mobile shoppers will buy more than $170 billion worth of physical products by 2015 http://t.co/Te4XESxG
@brandColby I love that I can buy instantly via mobile. Anybody know the impact of mobile on impulse buys?
@elizabethmusic @brandColby Mobile becomes critical for impulse. 41% of mobile shoppers use it for impulse buys http://t.co/jp8h8Y05
@ETNexus Q4 What do you believe are the expectations of the “Hyper-Connected Consumer”?
@elizabethmusic A4: Communication that is personalized, unique, formatted to the correct device, relevant and timely
@gina_mueller A4 Personalization. Best prices. Free shipping
@Candicelyn A4: Always being in the know before others, always finding the best deal, never paying full price .
@csabbarese A4: Needs to be optimized for mobile. So annoying when you can't find what you want on mobile. should be seamless.
@elizabethmusic retailers need to invest in their mobile sites even if they don't see immediate ROI
@ETNexus Q5 What are the major challenges retailers face when trying to market to today’s retail customer?
@elizabethmusic A5: Tracking consumers from a multi-channel perspective. Being able to see a common view of the consumer
@Candicelyn A5: Having time and resources to reach out on every avenue to reach every customer as well as managing all of those customers
@gina_mueller A5 The balance between too much communication and too little
@ETNexus Q6 What are some examples of retailers who have been able to connect with the technology savvy consumer across multiple channels?
@elizabethmusic @Sephora great job of capturing info online & at POS. Beauty Insider great loyalty program. Segmented email and birthday hook up!
@Candicelyn Apple and I personally like Gap Inc.
@elizabethmusic @Oakley sends email receipts making it more convenient for consumers to track purchases
@csabbarese @ETNexus A6: I think http://t.co/rQTUeZfQ does a great job connecting across multiple channels
@ETNexus Q7 What resources can you share that would assist retail marketers with their consumer engagement in our technology driven world?
@elizabethmusic A7: Check out @ExactTarget white paper, 3 Quick Wins for Retailers http://t.co/xxxWQPah and follow my blog http://t.co/Pj3ABFnT
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