This article originally appeared on 1to1 Media.
In today’s competitive retail market, customer experience never sleeps, requiring constant attention and reinvention to maintain the advantage. Retailers continue to struggle with the industry’s digital transformation, as well, for the rapid evolution of consumer behavior generates added pressure to innovate with great speed. Yet, while leaders realize this need to keep pace with their customer bases, many remain in the early stages of strategic development.
According to Aaron Rudger, senior director of product marketing for Dynatrace, digital channels now act as the face of many retail brands. Consumers, he says, typically turn to these platforms as part of the average customer journey. But, while these channels offer opportunities for better customer engagement and increased sales, retailers have yet to master their internal digital strategy.
Thus, in 2016, most companies will begin to build upward and outward on the foundational strategies they’ve already adopted in an effort to satisfy these changing demands. Rudger emphasizes that, most importantly, retailers must learn how to adapt quickly to digital disruption and embrace new digital trends, all while successfully maintaining positive customer experiences on existing digital properties.
Here we examine three priorities retailers must have at the top of their 2016 to-do list if they wish to preserve their competitive edge and complete their own digital transformations…