Customer Lifecycle Marketing

According to McKinsey’s The state of Fashion 2018 report, proliferation of digital channels and raised expectations on experience are the top two trends for fashion retail. Customers expect brands to engage with them in a consistent fashion and tune their engagement in real-time based on current context. What does this mean for marketers? It follows that selling is not the sole motive today, but just one of the milestones. This shopper’s journey starts early: When she is just toying with the idea of buying those beige wedges, or perhaps simply researching the options. The journey also continues beyond a sale. That is where Lifecycle marketing comes into picture.

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