Braze：2023年零售业客户参与度评估报告（英文版）（20页）.pdf

1、1BRAZEIn todays climate of economic uncertainty,were seeing consumer behavior continue to rapidly evolve yet againthis time,with shoppers shying away from extraneous purchases and embarking on even more complex purchasing journeys in a bid to find savings.And,at the same time,marketers are facing gr

2、eater pressure to deliver increasing ROI even as resources are constrained.These factors make it more important than ever for retail and eCommerce brands to understand the challenges theyre facing,how they can set themselves apart in the evolving customer engagement landscape,and what it takes to dr

3、ive effective monetization and retention going forward.This years report demonstrates the degree to which customer engagement is a universal imperative in business,one that can help organizations generate real results.It is our hope that the information here will help you advance your retail busines

4、s through the present period of market uncertainty,as well as during better times ahead.IntroductionLearn more about what customer engagement looks like today for retail and eCommerce brands,including:Popular Marketing Toolsof retail and eCommerce brands use send-time optimization47%Longer average u

5、ser lifetimes for known users compared to anonymous users(i.e.those who engage without identifying themselves or creating an account)Retention Opportunities4Xmore purchases per buyer when 3+channels are usedBrands seeThe Power of Cross-Channel18%2BRAZECurrent Trends in Retail and eCommerceGiven our

6、current realityweve seen months of record-high inflation and ongoing market instabilityconsumers are becoming more cautious,cutting back on purchases,saving more,and becoming more price sensitive.As a result,the path to purchase has become even more complex,and that means retail and eCommerce brands