Customer expectations for personalized, relevant communications have made the management of customer experience touch points increasingly complex in the retail space. Retail marketers who once counted on a single mailer to drive sales are now expected to engage with customers through ecommerce, email, social media, mobile messaging and through numerous channels within their stores.
Retail marketers need to capture the attention of today’s less loyal and increasingly distracted customer with a customer experience that truly sets them apart.
They face numerous hurdles to achieve successful execution, including managing online and offline approvals and maintaining brand consistency while deploying marketing campaigns across hundreds of stores.Overcoming these hurdles requires a combination of the right technology and the right partnerships.
DATA Communications Management DATA Communications Management has specific expertise in managing end-to-end retail marketing campaigns, including marketing campaign management and production of any print or digital collateral.
We combine the best marketing collaboration software and workflow management technology with best practices we have developed over more than 25 years of experience working with retailers. This helps maximize the ROI of every campaign.
Here’s a look at how we use each of these two elements to contribute to more efficient, cost-effective and successful campaign management.
1. The Right Technology: Marketing Collaboration Software
The sheer volume of materials required for omni-channel marketing campaigns makes content and workflow management solutions a must. Consider the steps a multinational phone provider must take before introducing new products. The company must consider not only the marketing materials and displays it needs in stand-alone stores, but also have consistent displays across its mall locations, kiosks, digital signs, bus stops, billboards and more.
And those only factor into the in-person experience.
An image of a single product needs dozens of appropriately-sized variations for its website, email banners and smartphone app. Keeping track of the specifications for each and managing the information collected at each customer touch point quickly becomes a logistical nightmare.
For these reasons, more retailers are turning to marketing collaboration software to store unique attributes for each of their locations, allowing them to execute campaigns more quickly and cost-effectively. Such software typically includes content management, data management and intelligent kitting. Search functions allow marketers to easily find store attributes and provide specifications quickly to designers.
These systems also provide document visibility to geographically dispersed teams, speeding up the review and approval process. Rather than funneling every request through corporate, store managers can re-order new materials quickly by accessing high-resolution PDFs and digital templates with fillable form fields that can be customized with details specific to their location.
2. An Experienced Marketing Execution Partner
Even the best technology is only one part of the equation.
Once printed collateral has been customized and approved, it still needs to be printed, assembled and shipped. Digital assets need to be developed and prepared for distribution. Customer data from multiple sources must be sorted, combined and validated. This is the point at which marketers typically turn over control to third-party vendors—and it’s when embarrassing errors are most likely to occur.
Retailers often work with multiple vendors and must vet them carefully to ensure they meet expectations and deliver on time and on budget.
Vendors should have a well-established track record, industry-specific expertise and efficient, automated workflows that reduce the chance of human error as much as possible. Reducing the number of vendors involved can also substantially reduce errors while saving time.
The right technology and the right partnerships allow retailers to automate many of the complexities that consume too much of their time now, allowing them to spend more time developing strategies and less time executing them.
To ensure your next marketing campaign includes all the right elements, download our latest eBook, “5 Secrets to Launching a Successful Retail Marketing Campaign.”