The growing prominence of mobile and online shopping has challenged marketers to refine and tailor how they target the ‘always on’ consumer.
Retail hours are a thing of the past and the individual lifestyles of consumers are becoming relevant to targeted campaigns.
The optimisation of brand websites and email marketing content for mobile devices is becoming ever more sophisticated as a result, and is increasingly tailored to smooth the customer experience.
This new 24-hour retail market means marketers have to engage customers across a range of devices at all stages of the purchasing journey.
Customers can decide to make a purchase at any time of the day or night, and marketers must be ready to help guide these decisions.