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Consumers are more connected to data than ever. They have the ability to research any product they want at any time of the day and virtually just about anywhere there is a signal. The power of information changes behaviors as well as expectations and a recent report by Displaydata confirms that there is a dynamic shift in how consumers in the US look at omnichannel shopping. There are a few interesting stats and an infographic below that truly shows what consumers think.
These numbers should give email marketers some pause because as they head into the busy holiday season. The email team needs to ensure that there are some alignment with offline channels if even to test incremental lift or a new attribution model around email’s influence to the offline world. I get that its sometimes hard to play nice with all of the other channels out there, but at some point, you guys are going after the same customer and a seamless and rewarding experience across all interactions with a brand are expected by today’s consumer.
(infographic courtesy of Displaydata)