Technology has allowed consumers to reach out to brands at any time and from any place, and this has resulted in customers looking for more personalized interactions from retailers, as people want their patronage to be valued and appreciated. Merchants throughout Europe are realizing the importance of this trend and are adding more personal elements to their marketing campaigns.

A study by Neolane revealed that retailers know that incorporating personalized components into their marketing materials can significantly boost ROI. Of the professionals surveyed, 54 percent stated they see positive ROI within months of launching their personal marketing initiatives. In addition, European businesses are making these aspects more customized to improve customer satisfaction and loyalty as well as grow their conversion rates. This means that cross- and upselling are not the main goals of these more personal interactions, Neolane discovered.

Mobile is another channel in which retailers can reach out to consumers and make engagement more effective through personalization, according to CMS Wire. Feedback garnered through these devices can then be used to target customers and make them feel valued. This appreciation will help to boost sales as well as loyalty and retention rates.

This entry was posted by Retail Pro on Monday, April 1st, 2013 at 4:41 am .