Digital First consumers, those shoppers who rely heavily on digital communications when they shop, have higher expectations than the average consumer. They are a distinct consumer segment that needs special understanding because that understanding can focus retailer resources on what is most important to their customers.
In an excellent new study by Alliance Datas Analytics & Insight Institute, I uncovered what digital consumers expect from brands when it comes to their marketing and communications programs. I also learned what brands believe consumers want from them. The key, of course, is to be aligned so the retailer successfully meets customer expectations.
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