Advertising Week

AWNewYork_OfficialGuide-2017

Advertising Week 10th Anniversary Official Guide

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Source: Google/Greenberg, U.S., "Rising Expectations in Consumer Experiences," n=1,501 consumers aged 18–54, Mar. 2017. Sixty-two percent of people expect brands to deliver a consistent experience every time they interact with a brand. But only 42% believe brands actually do provide a consistent experience. Walgreens provides a good example of seamless, consistent experiences in action. The brand's team recognized that mobile could help it remove barriers between online and offline. Its mobile app connects consumers with a doctor or pharmacist online, and consumers can then pick up prescriptions in-store. Likewise, beauty advisors are armed with tablets, so they can quickly pull up past purchases online and make recommendations for offline purchases. The approach is paying off. Customers who interact with Walgreens in- store and on mobile are six times more valuable than someone who only visits the brand's physical stores. Bringing it all together As consumer behaviors shift, it will be important to rethink the investments we make in the user experience. Removing friction and bridging the gaps between channels—all while treating each customer as a unique individual—will be key. Ultimately, creating great digital customer experiences is not solely a product challenge or a marketing challenge. It's a business opportunity.

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