In retail, customer experience drives awareness, loyalty, and revenue. Content – on your website, your social channels, or even driven by your customers – plays a huge role in building a superior customer experience. Building a top-notch content program starts with understanding the nature of today’s consumer-centric retailing, where every potential customer is more knowledgeable and more skeptical than ever.
For the Retail Technology Insider Podcast, we talked with Sean Rusinko, Global Director, Industry Business Leader – Retail & Hospitality at Sitecore, about the “pampered consumer” and how they are shaping retail today. Retailers in every vertical, from clothing to groceries, online behemoths to fast food chains, are incorporating tools such as AI and machine learning to power omnichannel strategies that move them closer to a one-to-one relationship with their customers.
“There’s usually a huge lever that’s not being pulled from retailers and brands on the UGC – the User Generated Content,” said Sean, whose web content management platform powers thousands of retail and corporate sites. “We’re seeing online, branded communities build interest in trial, in purchase, in loyalty. …That’s users and content being created to help build customer satisfaction.”
As Industry Business Lead for Retail and Hospitality, Sean called on his expertise in market trends to spell out just what today’s pampered consumer expects from retailers, along with real-world examples of how companies from Amazon to Microsoft to Ulta Beauty are using content strategies to generate greater loyalty and repeat business. Listen to the conversation here:
Interested in learning more about how the pampered consumer is shaping the retail world today? Register for this upcoming webcast with Sean Rusinko at Sitecore.