Bluecore joined WWD in discussing digital strategy and keeping new buyers engaged.
In a WWD-produced webinar, Sherene Hilal, senior vice president of marketing and operations at the retail technology solution Bluecore, joined WWD executive editor Arthur Zaczkiewicz in discussing expedited digital trends, how brands are able to drive recovery with consumer behavior insights, and retention strategies.
Hilal also pointed out that while many, or most, retailers were preparing to make investments for e-commerce to represent about 15 percent of sales in January of this year, e-commerce has since become the primary or sole revenue generator that has exposed many vulnerabilities about the state of digital retail. “We’re seeing retailers believe so strongly in the future of online that they’re restructuring their debt because they think digital will save their business,” Hilal said.
Luxury and beauty retailers are experiencing an increase in first-time buyers amid quarantine. Courtesy Image. But why is personalization so critical to digital retail? Because retention is a primary lever for retail recovery. One-time purchase consumers cause brand acquisition costs to be higher. However, personalization technologies can be automated to act on real-time signals that convert consumers to make second purchases and drive revenue without the cost of acquisition.
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