Email remains "one of the best techniques for engaging audiences" (Dave Chaffey) . An email allows you to talk to your audience in more detail than with SMS. To personalize your email communications use conditional content, based on purchasing behaviour or contextual data (like geo-location or climate) for example.
Converting prospects into clients thanks to the first purchase
Retaining existing customers and improving their repeat purchase rate
Increasing their average cart value
All while deploying a retention strategy for inactive contacts!
On top of these, the digitization of Points-of-Sale (POS) and new technologies are revolutionizing the sector. Consumers are more informed and more demanding – visiting multiple POS, using internet search and social networks, purchasing in-store and online. These behaviors generate much more data that e-retailers must collect and respond to to engage in a long-lasting customer relationship.