I don’t need to go into detail on how fierce competition is for digital marketers in the retail space. They are constantly determining how to outmaneuver other retailers and better engage shoppers.
Simply spending more to box out competitors is not the long-term answer – nor is it viable for most retail businesses. The solution is to simultaneously invest in more personalized marketing approaches as well as the customer experience. That’s because investing in the customer experience cycles back into propelling the effectiveness of your marketing and advertising efforts.
A renewed focus on the customer experience is what will define successful retailers moving forward. Here’s a look at four retailers excelling in key areas of the customer experience, and the marketing lessons to learn from each of their approaches.
Ulta
Excelling in: Loyalty programs
Loyalty programs have become so commonplace that many retail marketers treat them like a checkbox without thoughtful execution and continued optimization. These programs usually exist in the form of coupons for first-time shoppers and other generic incentives in exchange for signing up to receive the retailer’s newsletter.
