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On “Get to Know Your Customers Day:” 10 Recommendations for Marketers to Reach 80% of Customers

The Optimove Insights 2024 Consumer Summer Shopping Report reveals that 8 in 10 consumers Research Online, Purchase In Store (ROPIS)

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Discover the latest email strategies to grab the attention of your customers

Why It Matters:

This post gives marketers ten recommendations for reaching customers who are primarily researching online, purchasing instore.  

The Big Picture:
  • Learn the importance of Omnichannel strategies 
  • Get insight into how consumers shop by product categories 
  • See shopping trends by demographics and how younger consumers set trends 
  • Download the Optimove Insights 2024 Consumer Summer Shopping Report to get more insights. See the trends below.

Recommendations for Marketers

Here are the recommendations for marketers based on the insights from this report: 

  1. Enhance Omnichannel Strategies: 

Develop seamless online and offline retail experiences. With 83% of consumers checking prices online while shopping in-store, ensure your platforms are user-friendly and informative. 

  1. Optimize for Product Categories: 

Soft Goods: Maintain a strong presence both online and in-store. 

Hard Goods: Emphasize in-person shopping experiences. 

Beauty, Health, and Cosmetics: Keep an in-store presence for tactile experiences, support online sales for replenishments. 

Travel: Focus on online marketing and booking platforms. 

Download Now: 9 creative email tactics

  1. Focus on Digital Payments: 

Promote digital wallets and ensure a smooth, secure checkout process. Preferences for digital wallets rose from 14% in 2023 to 22% in 2024. 

  1. Prioritize Quality Over Price: 

Maintain high product standards, as 77% of consumers prioritize quality over price. Highlight quality and durability in marketing messages and leverage user-generated content. 

  1. Personalize Customer Interactions: 

Use data analytics to tailor marketing messages and offers, creating personalized shopping experiences. 

  1. Cater to Gen Z and Millennials: 

Focus on value-driven purchases, technological integration, and sustainability. Highlight deals, loyalty programs, thorough product information, and experiential rewards. 

  1. Adapt to Generation X Preferences: 

Highlight convenience and efficiency, blend online research with in-store purchases, and focus on family-oriented products, home improvement, and wellness offerings. 

  1. Leverage Baby Boomers’ Economic Power: 

Tailor strategies to emphasize quality, reliability, and value. Cater to their preferences for email, news websites, and traditional platforms like Facebook. 

eBook: 9 Creative Email Tactics

Download this eBook to find new ways to “wow” customers and cut through the clutter with engaging, relevant emails.

  1. Capitalize on Economic Confidence: 

Align marketing campaigns to capture increased spending, emphasizing value and quality to appeal to both budget-conscious and confident consumers. 

  1. Promote Sustainability: 

Highlight sustainability efforts and ethical practices to appeal to Gen Z and Millennials who prioritize corporate responsibility and environmental stewardship. 

By implementing these strategies, marketers can build deep, loyal relationships with customers and effectively respond to the evolving shopping behaviors. 

In Summary 

For a deeper understanding of how the Research Online, Purchase In-Store (ROPIS) trend is gaining significant momentum, download the Optimove Insights 2024 Consumer Summer Shopping Report.   

P.S. “Get to Know Your Customers Day” is a recurring event on the third Thursday of each quarter. See past celebratory posts for this day:  

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Rony Vexelman

Rony Vexelman is Optimove’s VP of Marketing. Rony leads Optimove’s marketing strategy across regions and industries. Previously, Rony was Optimove's Director of Product Marketing leading product releases, customer marketing efforts and analyst relations. Rony holds a BA in Business Administration and Sociology from Tel Aviv University and an MBA from UCLA Anderson School of Management.

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