Customization and Conversation Is Key In Creating Omnichannel Retail Wins

Whether you're a brick and mortar company or doing business totally online, when it comes to earning shoppers' attention it all boils down to how much and the manner in which you're talking and listening to your customers.

Malissa Nelson, director of marketing and eCommerce at Dean and Deluca, spoke on FierceRetail's webinar, "How Retailers Are Embracing Omnichannel Strategies to Improve Customer Experience," and shared how the foods retailer connects with customers in store and online, and the number one way to get customers to trust brands.

"Don't force the conversation, encourage the conversation," Nelson advised during the webinar, adding that Dean and Deluca relies on their Facebook fans and food bloggers to help spread the word about the company's unique offerings. And when customers reach out via social media, it's important that brands listen and talk back. Since Dean and Deluca began using direct quotes from customer reviews in their emails, the company has seen engagement jump 32 percent, while conversion has soared 64 percent.

Nelson also provided key tips on how brands can appeal to a multi-sensory experience for consumers through strategic use of social media, product photography and even print catalogs. To learn more about how retailers can employ these elements to generate sales, tune in to the full webinar to hear all of Nelson's advice. You can view it on demand here.

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