It is no secret that many fashion companies have been slower to adopt certain digital practices than companies in other industries, but the COVID-19 pandemic has forced retailers to take a hard look at their digital strategies and to re-imagine them.
Retailers have been devastated by the pandemic; initially, with
the closure of brick-and-mortar stores and then with less overall foot-traffic
in-store given capacity restrictions and customer concerns about
shopping in public spaces. As a result,
online shopping has increased during the pandemic, a trend that is expected to
continue in the future. It is
anticipated that e-commerce may rise from 35% to 55% with customers shifting
towards digital channels and social media platforms and purchasing most often
on their mobile devices. Consequently,
fashion brands need to ensure a seamless digital experience for their
customers. They need to customize content
on their digital channels and ensure that digital functionality provides a
consistent experience across devices from desktop to tablet to mobile.
Fashion brands have an opportunity to leverage consumer data
to beat out the competition and ensure that customers, who are more selective than
ever in uncertain times, choose to shop with their brand over other options. The use of data analytics and AI will allow some
brands to outshine others as they monitor real-time customer tastes and
preferences to develop digital marketing content and campaigns that are delivered
to the right target audience at the right time to drive brand awareness, traffic,
and overall conversion.
Article referenced: https://norna.ai/news/?p=294
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