siliconindia | | AUGUST 202219sales, and improvisation in product marketing to achieve growth.Securing the FutureThe one thing that brands should ensure is their access to first-party data. Access to accurate, relevant data will help create customer experiences that naturally bring down the brand's customer acquisition cost. Quality real-time customer engagement and retention would seal the future of a brand. Both information and business are likely to be lost with an unhappy customer. Other benefits of first-party data include personalized web and mobile experiences, customer shopping history, and online shopping patterns. Brands that know of these insights can use targeted advertising tools to specific customers, offering exclusive discounts, and more. First-party data helps plan a strategy and deliver real-time quality engagement to the customer. Building a sustainable digital infrastructure is the future for every brand as a digitally native first approach will bring brands closer to the millennials and Generation Z. The data insights will let brands understand these customers using their smartphones for every search and shop move, better.With over 55 percent of the US consumers preferring to shop online according to a 2022 Raydiant study on the US consumer behaviour it is no secret that millennials are the largest shoppers at over 20 percent. And so, building on a digital infrastructure equips brands to meet their long-term business growth sustainably, while getting to know their customers better and also being in control of every step from product design and creation to bettering last-mile customer delivery. The customer data insights available to brands help their marketing and delivery teams make better sense of how they are performing
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