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Study: Customers Are Finally at the Core of Retailers’ Marketing Efforts

When it’s deliver-or-die, supply chains become the lifeblood of a company. To that end, the fashion industry has embraced technology to navigate today’s hyper-complicated supply chain, with myriad solutions shaping the first, middle and last mile. Call it Sourcing 2.0.

Retailers are placing customers first when it comes to their business initiatives now that it’s clear consumers are running retail today.

According to Altify’s 2017 Business Performance Benchmark Study, 87.3% of retailers said customer retention, over revenue, was their top strategic imperative for 2017, and 83 percent also agreed that customers are in more control of the buy/sell process than ever before.

As digitization continues to disrupt the retail market, retailers are revamping their marketing and sales efforts to be more customer-centric. Considering customers can now shop on multiple devices and buy items in-store, they are demanding a more seamless shopping experience—all the time, anywhere. To adapt to changing customer purchasing behavior, retailers are focusing their business plans on customer retention and aligning their sales processes to suit.

Read more at Sourcing Journal.

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