1、The CMOs guide to customer engagement in retail REPORT NOVEMBER 2024Winning new customers and keeping them engaged remains a top focus for retail executives.In fact,a Gartner executive study found that CEOs rank customer acquisition,retention and engagement as the number one priority for their CMOs.

2、Yet,retailers face mounting challenges.More than half of retail leaders expect significant obstacles attracting new customers and building stronger brand loyalty,according to a 2024 Forrester Consulting study,How retailers can drive growth with revenue diversification,commissioned by Mastercard.So,w

3、hats the secret to a successful customer engagement strategy?In this guide,we explore four interconnected pillars of customer engagement:understanding your customers,personalizing their experiences,enhancing your loyalty program and optimizing success through testing.Read on to learn more!INTRODUCTI

4、ON2301Understanding customer preferences and behaviorpage 0404Optimizing success through testingpage 2202Delivering a personalized customer experience across channelspage 0905Putting it all together page 2703Building an engaging loyalty programpage 16 CONTENTS401Understanding customer preferences an

5、d behavior UNDERSTANDING CUSTOMER PREFERENCES AND BEHAVIORUnderstandPersonalizeEngageOptimizeBrands recognize that understanding consumers is paramount to making smarter decisions around pricing,promotions,merchandising and more.But todays rapidly changing retail landscape brings evolving shopping h

6、abits.As a result,75%of retailers are struggling to transform at the rate consumers expectations are changing,according to the Forrester Consulting study.To keep pace,retailers must analyze the emotions,attitudes,preferences and motivations of customers to understand their current needs and anticipa