The world of retail marketing is in constant flux: new channels, new technologies and new customer expectations. Marketers in the sector have to be alert to new ways of reaching their customers at every step of the journey to purchase.
Consumers now want the best of both worlds. They want the tactility of physical shopping and the convenience and choice of digital. For marketers in the retail sector, the priority is now to understand the effect every touchpoint has on sales, and to use that knowledge to deliver better, more efficient and more effective advertising.
Retail sales growth is slowing in Western Europe as the cost of living crisis continues to bite, according to Insider Intelligence. But the company also reports e-commerce bouncing back in the region after a slump last year. It predicts e-commerce will account for 13.7% of all retail sales by 2027, up from 12.6% this year. Meanwhile mobile commerce continues to boom, with retail sales in the UK expected to reach £105bn by 2024, according to Statista.
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