Ubiquitous data and mass adoption of mobile technology are creating a shopping experience that is distinctly personalized, engaging, contextual and omnipresent. This digital transformation has also led to a much more fragmented value chain and complex purchasing process. Retailers that can leverage innovative technologies to reduce friction as customers migrate across this changing landscape will retain customer loyalty and capture more sales. Contextual communications will be an important piece of new strategies to compete across the emerging omnichannel.
This paper identifies current and future opportunities for retailers to integrate communications into their strategies to improved customer engagement and loyalty.