TalkingData:2016年中国移动互联网行业发展报告.pdf
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1、n add a whole new dimension to gamification. For retailers, AR games stand to generate a wealth of information about customers preferences and behavior. Games will help brands see which items are considered in the purchase cycle, see how a customer shops, and gain additional insight on what drives t
2、he final purchase. For the customer, AR promises to bring to life or virtual life information on product features and benefits, promotions and price-scanning features.3With the rise of mobile, social and cloud technologies, customer expectations of the brands they engage with are constantly on the r
3、ise. The pursuit and expectation of unique and memorable retail interactions makes customer experience the new battlefield for brands. Those brands that deliver a winning experience will attract new customers and keep them.Cutting out the middlemanWhen manufacturers sell through retail distributors,
4、 their ability to influence how their product is sold is often limited. Theyre essentially at the mercy of the distributor to ensure that every shopper leaves the store whether thats online or offline a happy customer. In 2017 we expect to see a stronger push from brands to cultivate direct relation
5、ships with their consumers. Theyll offer more focused brand experiences that build their brand story, and will be able to deliver more targeted messaging. By selling directly to consumers (DTC), brands can determine how the customer journey should be, and work to make that vision a reality. Going DT
6、C provides not just a sales channel but can also give a huge boost to the lifetime value of consumers; brands can gather information about their customers and use it to provide personalized shopping experiences. Nike and Under Armour are leading the charge on DTC. This year, therell be more entrants
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