Red Balloon<\/a>‘s new chief executive Nick Baker, says online retailers need to “get into customers minds”.<\/p>\n\u00a0<\/p>\n
“Welcome to the digital age. To me an experience isn’t just real until it’s been digitised. That is our lives,” he says.<\/p>\n
\u00a0<\/p>\n
According to Baker, the transition to mobile continues to be a big challenge for online retailers and digital savvy customers were highlighting the role of “digital Darwinism”.<\/p>\n
\u00a0<\/p>\n
“Mobile has cried wolf until now, I think in last 18 to 26 months we’ve now seen this come together as primary engagement tool,” he says.<\/p>\n
\u00a0<\/p>\n
“For many companies now there are customers who are now evolving faster than we are… they’re the ones who are trying things out at light speed and we’re playing catch-up with digital and social.”<\/p>\n
\u00a0<\/p>\n
The new battle ground is not around transaction but evaluation and interaction, Baker says.<\/p>\n
\u00a0<\/p>\n
“Reaching the customer at the moments that matter is the most vital thing that everybody needs to do, it’s the Holy Grail of what you’re trying to do,” he says.<\/p>\n
\u00a0<\/p>\n
He says in the face of such challenges Red Balloon rallies around three key things – personalisation, socialisation and mobilisation.<\/p>\n
\u00a0<\/p>\n
“We believe those three things are the fundamentals to how we are shifting.”<\/p>\n
\u00a0<\/p>\n
This article was originally published on SmartCompany.<\/p>\n","protected":false},"excerpt":{"rendered":"
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