A study on digital enabled shopping patterns was recently completed by marketing research firm Synchrony. It handed down some important pointers such as the fact that shopping using smart phones is no longer the prerogative of younger users, but indeed has spread across demographics. Nearly three-fourths of the US market now uses them to at least search for products and compare with rivals. Customers now expect digital marketing channels to be proactive and the entire process to be seamlessly integrated into the actual buying. Majority of marketers are aware that instead of channels, the final experiences is what matters, thus it is needed to do away with narrow silos. Yet, few organizations are following such maxims. Marketing and sales goals to be aligned together as customers do not differentiate between digital channels and in-store experiences. For them it is the overall connect that matters leading to the final purchase.



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