Brands have begun to refocus their digital strategies, prioritizing quality content over quantity and integrating content features directly into the purchase path. L2 identi ed several key areas where content investments result in a signi cantly improved user experience—from personalizing the homepage to reducing page reloads in the checkout process.
Digital has long been proclaimed as a harbinger of a new era of hyper-personalized, targeted, and effective marketing. But this is a promise it has yet to deliver upon. Both data capture and personalization efforts have stagnated among brands over the last year, even though there are several easy wins— from improved data collection to better deployment of email campaigns—that brands can use to move the needle.
While international expansion is often seen as an panacea for revenue growth, local variables like language, currency, platform, ful llment, and consumer preference challenge brands to develop offerings that scale effectively across markets. L2’s analysis identi es key digital strategies that reinforce global branding and maximize in-market e-commerce.
Well-executed loyalty programs can drive consumer engagement, facilitate data collection, personalize on-site experiences, and help brands identify the most valuable customers. However, less than half of consumers are satis ed with their loyalty program experiences. L2 identi ed several key areas for investment to improve the user experience and encourage brand engagement, from increasing loyalty-speci c communications to integrating programs across all digital touchpoints.
Although most brands have invested in basic mobile optimization, user experiences continue to be plagued by careless execution and faulty features. Brand strategies have been reactive rather than proactive, and mobile apps regularly fail to present compelling value propositions. As the importance of mobile grows, brands must not only meet baseline expectations, but also innovate with forward-looking, mobile- rst investments.
From its inception, digital has accelerated the opportunities for always-on interaction and sales channels, but it’s taken a while for the retail industry (via infrastructure and technology) and consumers (via behavior and devices) to reach full omnichannel potential. L2’s analysis found that while most retailers are getting the basics right, leaders break away by employing omnichannel tactics and technologies across the entire retail operation.
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