Digital First consumers, those shoppers who rely heavily on digital communications when they shop, have higher expectations than the average consumer. They are a distinct consumer segment that needs special understanding because that understanding can focus retailer resources on what is most important to their customers.
In an excellent new study by Alliance Data’s Analytics & Insight Institute, I uncovered what digital consumers expect from brands when it comes to their marketing and communications programs. I also learned what brands believe consumers want from them. The key, of course, is to be aligned so the retailer successfully meets customer expectations.
What does the Digital First Consumer Expect?
The Digital First consumer has clear and specific needs. Those needs include simplicity in communication and personalization. They are generally satisfied by how brands are executing on these two needs, however they do seem concerned about how frequently they receive communications from brands and the fact that the content of messages loses its relevance.
Read more about the Digital First Consumer in article by Forbes News contributor Walter Loeb on the Forbes website HERE
