本文源引自《Forbes》2024年3月25日的刊文，采用中英双语排版，由ImmersiveTranslate提供翻译支持。
With marketing constantly evolving to keep up with how quickly the fast-paced world of retail changes in the digital era, it is crucial for marketers and advertisers to stay ahead of the curve. Many leverage the latest trends in customer experience to not only help their brands conquer the challenges facing them as technologies and consumer behaviors continue to shift, but also capitalize on the opportunities.
随着营销不断发展以跟上数字时代快节奏的零售世界的变化，营销人员和广告商保持领先地位至关重要。许多公司利用客户体验的最新趋势，不仅帮助他们的品牌克服技术和消费者行为不断变化所面临的挑战，而且还抓住了机遇。
Below, 16 members of Forbes Agency Council each share one trend in CX retail marketers should embrace to ensure they create a positive experience at every touch point on the buyer’s journey. Read on to learn which current trends brands should leverage this year to foster loyalty and forge lasting connections with customers that extend far beyond simple transactions.
下面，福布斯代理委员会的 16 名成员分别分享了 CX 零售营销人员应该拥抱的一个趋势，以确保他们在买家旅程的每个接触点创造积极的体验。请继续阅读，了解品牌今年应利用哪些当前趋势来培养忠诚度并与客户建立持久的联系，而这种联系远远超出了简单的交易。
1. Customer Lifecycle Marketing
1. 客户生命周期营销
Discovering your highest lifetime customer value profile is priceless. These customers account for more than 80% of the profit yet represent less than 10% of the marketing audience. Analyze customer purchases and marketing behavior through customer lifecycle marketing in order to reach these loyal customers, and maximize their experience by activating the right campaigns at the right time. – Ajay Gupta, Stirista
发现您的最高终身客户价值档案是无价的。这些客户占利润的 80% 以上，但只占营销受众的不到 10%。通过客户生命周期营销分析客户购买和营销行为，以吸引这些忠实客户，并通过在正确的时间激活正确的营销活动来最大化他们的体验。 – 阿贾伊·古普塔，斯蒂里斯塔
2. Frictionless Shopping; Leveraging Purchase History Data
2.无摩擦购物；利用购买历史数据
Ensure a frictionless shopping experience, because the faster and easier it is to purchase, the better. Customers are time-pressed in general. Also, for example, as a customer, I always forget to stock up on dog treats. Retailers who leverage purchase history data through related-product suggestions or reminders for repeat purchases not only add value to customers like me, but also increase their sales. – Monica Alvarez-Mitchell, Pulse Creative, LLC
确保无摩擦的购物体验，因为购买越快、越容易就越好。客户普遍时间紧迫。另外，例如，作为顾客，我总是忘记储备狗粮。通过相关产品建议或重复购买提醒来利用购买历史数据的零售商不仅可以为像我这样的客户增加价值，还可以增加他们的销售额。 – Monica Alvarez-Mitchell，Pulse Creative, LLC
3. Seamless Omnichannel Experiences
3. 无缝的全渠道体验
In 2024, retail marketers should prioritize seamless omnichannel experiences that integrate data and technology. This approach enhances customer satisfaction and builds long-term loyalty. – Muhammad Eltiti, BOOST
2024 年，零售营销人员应优先考虑整合数据和技术的无缝全渠道体验。这种方法可以提高客户满意度并建立长期忠诚度。 – 穆罕默德·埃尔蒂蒂，BOOST
4. AI Customer Service Apps
4.人工智能客服应用
As you explore artificial intelligence applications for customer service, vet them thoroughly—not just from a performance perspective, but also considering how they convey your brand. Don’t let cost savings be your determining factor, no matter how attractive that may seem. Keep your customers, and your brand, at the heart of your decision-making process. – Mary Ann O’Brien, OBI Creative
当您探索用于客户服务的人工智能应用程序时，请彻底审查它们——不仅从性能角度，还要考虑它们如何传达您的品牌。不要让节省成本成为您的决定因素，无论这看起来多么有吸引力。让您的客户和品牌成为决策过程的核心。 – Mary Ann O’Brien，OBI Creative
5. Preserving Customer Privacy
5. 保护客户隐私
Preserving the customer’s privacy helps to keep customers loyal to a brand. Today, when technology offers almost unbelievable personalization opportunities and detailed knowledge about customer behavior and needs, a brand that effectively combines implementing this knowledge on a larger scale and preserving individual customer privacy will win customers’ trust, which is essential for winning the market. – Oksana Matviichuk, OM Strategic Forecasting
保护客户的隐私有助于保持客户对品牌的忠诚度。如今，当技术提供了几乎令人难以置信的个性化机会以及有关客户行为和需求的详细知识时，有效地将更大规模地实施这些知识与保护个人客户隐私相结合的品牌将赢得客户的信任，这对于赢得市场至关重要。 – Oksana Matviichuk，OM 战略预测
6. Augmented Reality Try-Ons
6. 增强现实试戴
As a shopper, I’m drawn to in-store experiences—especially AR try-ons. This tech allows me to virtually try products, blending digital convenience with the tangible feel of items. It not only saves dressing room time, but also boosts my purchase likelihood, showcasing an edge over purely online shopping. – Jordan Kaye, Analog Events
作为购物者，我对店内体验很感兴趣，尤其是 AR 试穿。这项技术使我能够虚拟地尝试产品，将数字便利性与物品的有形感觉融为一体。它不仅节省了更衣室时间，还提高了我的购买可能性，展示了相对于纯粹在线购物的优势。 – Jordan Kaye，模拟事件
7. CX-Driven Retention 7. 客户体验驱动的保留
Brands are built when customer experiences are remembered for a long time. The one trend that retail marketers (online and offline) must choose to follow is customer retention. CX-driven retention happens when customers feel happy shopping with you, happy with the products they buy and happy to come back to you when they have a problem with any experience. Focusing on customer retention in CX is the key to building brand loyalty. – Prashanthi Kolluru, KLOUDPORTAL
当客户体验被长期记住时，品牌就建立起来了。零售营销人员（线上和线下）必须选择遵循的一个趋势是客户保留。当客户对与您一起购物感到满意、对所购买的产品感到满意并且在遇到任何体验问题时乐意再次联系您时，CX 驱动的保留就会发生。关注 CX 中的客户保留是建立品牌忠诚度的关键。 – Prashanthi Kolluru，KLOUDPORTAL
8. Influencer Collaborations
8. 影响者合作
Collaborating with influencers who resonate with the brand’s image can enhance both awareness and sales. The trustworthiness of influencers is on the rise, with their recommendations now being viewed as akin to advice from a friend. This significantly influences the audience’s decision-making process, leading to purchases and establishing your brand as a top-of-mind resource for customers. – Michael Kuzminov, HypeFactory
与与品牌形象产生共鸣的影响者合作可以提高知名度和销量。影响者的可信度正在上升，他们的建议现在被视为类似于朋友的建议。这会极大地影响受众的决策过程，从而导致购买并将您的品牌建立为客户的首要资源。 – 迈克尔·库兹米诺夫，HypeFactory
9. ‘Unreasonable Hospitality’
9.“不合理的招待”
Unreasonable Hospitality is both an awesome concept and the title of a fantastic book by Will Guidara that retail marketers should be folding into their framework. They need to get brutal when examining every touch point along the customer journey. Ask yourself if you are providing an unreasonably amazing experience or checking the boxes—if it doesn’t add to the brand experience, rework it until it does. – Bernard May, National Positions
《不合理的款待》既是一个很棒的概念，也是威尔·吉达拉（Will Guidara）所著的一本精彩书籍的书名，零售营销人员应该将其纳入他们的框架中。在检查客户旅程中的每个接触点时，他们需要变得残酷。问问自己，您是否提供了令人难以置信的令人惊叹的体验，或者勾选了复选框——如果它没有增加品牌体验，那就重新设计直到它可以。 – 伯纳德·梅，国家立场
10. Prioritizing The In-Store CX
10. 优先考虑店内客户体验
While seemingly simple, the in-store customer experience is an aspect that cannot be forgotten. This starts with retail staff who are passionate about the products and make the shopping experience enjoyable. When customers shop in-store, staff can also introduce them to new products that they will then keep in the back of their minds for when they are ready for the next purchase. – Jessica Hawthorne-Castro, Hawthorne Advertising
虽然看似简单，但店内客户体验是不可忽视的一个方面。这首先要从对产品充满热情并让购物体验充满乐趣的零售员工开始。当顾客在店内购物时，工作人员还可以向他们介绍新产品，然后他们会将这些产品牢记在心，以便下次购买时做好准备。 – 杰西卡·霍桑-卡斯特罗，霍桑广告公司
11. A Streamlined And Efficient Customer Journey
11. 精简高效的客户旅程
Don’t waste (their) time! We all know the old saying: “Time is money.” It’s more true now than ever; in today’s world, where everything is fleeting and attention spans are short-lived, customers seek instant satisfaction and results. The customer journey has to be streamlined and efficient. Every stop must be relevant so that the customer progresses through their journey with a feeling of accomplishment. – Nhu Khue Ngo, OSK New York Inc.
不要浪费（他们的）时间！我们都知道一句老话：“时间就是金钱”。现在比以往任何时候都更加真实；在当今世界，一切都转瞬即逝，注意力的持续时间也很短暂，客户寻求即时的满足和结果。客户旅程必须精简且高效。每个站点都必须具有相关性，以便客户在旅程中充满成就感。 – Nhu Khue Ngo，OSK 纽约公司
12. Personalized Processes
12. 个性化流程
In today’s world, people are craving authenticity and have the desire to be seen. They don’t want to be treated as just another consumer; they want to feel connected. A brand that speaks to a consumer’s pain points (shirts not fitting right, for example), addresses them (with client testimony) and provides a solution (shows why its shirts are different) is more likely to build brand loyalty. – Trey Robinson, Story Amplify
在当今世界，人们渴望真实并渴望被看到。他们不想被视为普通消费者；他们想要感受到联系。一个能够说出消费者痛点（例如衬衫不合身）、解决这些痛点（通过客户见证）并提供解决方案（说明其衬衫为何不同）的品牌更有可能建立品牌忠诚度。 – 特雷·罗宾逊，《故事放大》
13. Free Gifts With Purchase
13. 购买赠品
A bonus gift or loyalty gift that is associated with the brand goes a long way. People like free things, and it will keep you top of mind after the transaction. – Spencer Hadelman, Advantage Marketing
与品牌相关的奖金礼物或忠诚礼物大有帮助。人们喜欢免费的东西，交易后它会让你首先想到。 – Spencer Hadelman，优势营销
14. Omnichannel Personalization
14.全渠道个性化
One significant trend in customer experience that retail marketers should embrace in 2024 is the integration of omnichannel personalization. This approach ensures that every touch point along the buyer’s journey is not only positive, but also seamlessly tailored to each individual customer, building brand loyalty beyond the transaction. – Joschka Weltgen, Compado
零售营销人员在 2024 年应该拥抱的客户体验的一项重要趋势是全渠道个性化的整合。这种方法确保买家旅程中的每个接触点不仅是积极的，而且可以针对每个客户进行无缝定制，从而在交易之外建立品牌忠诚度。 – Joschka Weltgen，康帕多
15. Immersive Retail Hubs
15. 沉浸式零售中心
Revamp retail spaces into immersive hubs with interactive digital experiences and data aggregation systems attached to each experience, elevating customer engagement. Personalized experiences foster lasting brand loyalty beyond mere transactions. We should be focused on creating positive interactions at every touch point and building brand loyalty through personalized, memorable experiences. – Cagan Sean Yuksel, Dreamspace
将零售空间改造为沉浸式中心，提供交互式数字体验和附加到每种体验的数据聚合系统，从而提高客户参与度。个性化体验可培养持久的品牌忠诚度，而不仅仅是交易。我们应该专注于在每个接触点创造积极的互动，并通过个性化、难忘的体验建立品牌忠诚度。 – Cagan Sean Yuksel，Dreamspace
16. Hyper-Personalization
16. 超个性化
Tailoring the customer journey to individual preferences, behaviors and needs can significantly enhance the overall experience and foster brand loyalty. Customers are increasingly expecting brands to understand their individual preferences and deliver tailored experiences. – Michael Fox, Corberry Digital
根据个人偏好、行为和需求定制客户旅程可以显着增强整体体验并培养品牌忠诚度。客户越来越期望品牌了解他们的个人喜好并提供量身定制的体验。 – 迈克尔·福克斯，Corberry Digital
