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Now that consumers have taken control of shopping - with user created content such as product reviews and blogs helping them make decisions, and the ability to choose their channel allowing them to find the most convenient and relevant experience - multichannel marketing is a must for retailers.
Power has shifted from the retailer to the consumer, and as the holiday season approaches, marketers would do well to offer consumers the things they need in order to make decisions, according to Shop.org, writes DM News. These options include not only product reviews and blogs, but web-to-store opportunities, RSS and live chats.
Mobile is also a large area for development, with the possibility for a text-to-buy feature. For example, according to Joan Broughton, vp of Shop.org, “You could see an advertisement in a magazine with a short list of numbers next to it and then send a text to that number to be able to buy that item.”
Shop.org offers a free holiday Best Practices report, available here.
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