Retailers have particularly suffered from upheavals brought about by the digitalization of consumer journeys and their increasing volatility. In an increasingly competitive context, retailers are seeing drops in store traffic. The general response provided by retailers has been to intensify marketing pressure, particularly increasing the volume of emails sent and secondly, the massive use of promotions.
In order to find lasting sustainability, retailers now have to start recovering their lost margins by moving towards marketing focused on the time of the consumer rather than on that of the brand and refocus each euro spent on what really brings them value today and in the future.
In short, retailers have every interest in exploiting customer knowledge and artificial intelligence to identify and focus their efforts on high-value customers and to target consumers who resemble them. By creating an individualized and consistent relationship on all contact points, they will be able to increase customer value and regain control of their margins.
Read this infographic to discover how the brands Gémo, Grain de Malice and Eram were able to strengthen the value of their customers.