MarTech Interview with Jenna Cason, Director of Brand and Communications at Glassbox

Could you provide an overview of your journey to Director of Brand and Communications at Glassbox?
Before joining Glassbox as Director of Brand and Communications, I spent many years in corporate communications and brand marketing, specializing in high-growth B2B tech companies. Having always had a deep passion for storytelling and strategic communication, I’ve found particular success in leveraging owned and earned channels to establish brands as industry frontrunners throughout my career. When the opportunity arose to join Glassbox, I was drawn to the company’s commitment to innovation – particularly within the AI space – as well as its customer-centric approach. Now, I’m thrilled to be here shaping our brand narrative, driving global communications strategies, and fostering meaningful connections with our audience.

What strategies have you found particularly effective in adapting to the continuously evolving landscape of digital shopping experiences?
We like to keep our finger on the pulse of digital trends here at Glassbox, so we conducted a study to uncover the most effective strategies for retailers in 2024. Our two focused surveys revealed a game changer: mobile apps. As it turns out, 60% of consumers now prefer them over old-school websites. Why? Because they’re all about convenience. A 2023 Statista report further underscores the rise of mobile commerce (m-commerce), revealing that m-commerce sales hit a whopping $2.2 trillion in 2023, accounting for 60% of global e-commerce sales. So, retailers, listen up: push those app downloads, especially during key moments such as holidays or the peak shopping seasons such as back-to-school. Shoppers want convenience at their fingertips, and their phones are where the action is.

How can retailers enhance customer engagement through mobile apps during peak shopping seasons?
When it comes to peak shopping seasons, retailers can stand out by flexing their digital muscles. Despite the critical shopping months remaining the same as years past (November and December are still the holiday MVPs, according to McKinsey), our survey revealed an interesting development: 70% of consumers kick off their shopping journeys online. No surprise there —why bother with crowded malls when you can browse from your cozy couch? For retailers, the golden timing lies in the pre-shopping period. That’s the moment when retailers can position their mobile apps front and center to show off their value – make them smooth, snappy, and irresistible to keep engaged customers coming back to finalize purchases and eventually shop there again. Keep them hooked during the pre-shopping phase, so when they’re ready to hit that “buy” button, they think of you.

What are two tactics you recommend for encouraging app downloads?
Based on our survey findings, there are two tactics I’d recommend to boost app downloads:
1. Exclusivity Rules: Want to roll out the red carpet for customers? (hint: you should) give them exclusive deals, limited-time discounts, and VIP access. When they feel they’re part of an exclusive club, they’ll be more inclined to hit the download button. Think about this, a positive customer experience is hugely meaningful to a retailer’s success: it yields  20% higher customer satisfaction rates.
2. Incentives That Shine: Brand loyalty matters. McKinsey reveals that three out of four top-performing loyalty program members change their behavior for more value. Offering app-specific rewards and experiences that are unique and enticing can increase the likelihood of app adoption and engagement, and it just may make your app the hottest ticket in town.

What role do technology solutions play in reducing cart abandonment, fostering loyalty, and ensuring a seamless shopping experience?
For retailers, the online game isn’t just about having a flashy website anymore. It’s about keeping customers hooked, loyal, and coming back for more. According to our survey, a staggering 70% of consumers wouldn’t give retailers a second chance after a lousy shopping experience. Now, enter technology, the unsung hero of modern retail. With the right tech tools, retailers can dive deep into data, uncovering invaluable insights to tailor the customer experience. It’s like having a backstage pass to customers’ shopping habits. Armed with the right metrics and insights, retailers can create an experience so seamless, that it’s practically second nature for shoppers. And when customers are happy and things are running like a well-oiled machine, loyalty goes up, cart abandonment goes down, and everyone’s a winner.

How vital is data-driven personalization for retailers?
McKinsey paints a clear picture: personalization isn’t just a nice-to-have, it’s make-or-break for retailers in 2024, with 71% of consumers now expecting tailored experiences, and 76% getting frustrated if they don’t get them. That’s not a trend; that’s a retail revolution. Investing in a deep understanding of the mobile shopping experience, retailers can stay ahead and dominate peak season sales like never before. Monitoring and analyzing customers’ digital experiences can help retailers craft experiences so tailor-made, that consumers feel like they have a personal shopper in their pocket. Think about Black Friday and Cyber Monday – those high-stakes moments where every click counts. With data-driven personalization, retailers can arm their customers with deals that speak directly to their needs and desires. It’s not just about selling; it’s about connecting on a level that turns customers into lifelong fans.

How can retailers leverage AI to enhance the consumer experience of certain audience segments, particularly that of younger consumers?
Retailers are increasingly recognizing the power of AI in revolutionizing the retail landscape. AI isn’t just about boosting revenues; it’s about pinpointing untapped opportunities among different audience segments, particularly younger consumers. AI can play digital detective, uncovering insights into customer struggles on websites or apps, analyzing conversion rates, and flagging any irregularities. By leveraging AI, retailers can tailor experiences that resonate with Gen Z and Millennials. When retailers prioritize this level of personalization, it’s not just about making sales; it’s about fostering lasting loyalty. And in today’s competitive retail environment, that’s the key to staying ahead of the curve.

Can you share insights on minimizing friction in the digital shopping journey and the impact of customer engagement on retail promotions?
Our pre-BFCM survey uncovered a startling truth – 45% of consumers are ready to bail if they encounter even a tiny hiccup during checkout. That’s a big red flag for retailers. Those who pay attention to abandonment rates and dig into the ‘why’ behind them are the ones who stand to gain: think enhanced brand reputation and improved customer retention rates.

Another eye-opener: 55% of shoppers hit the brakes if they have to re-enter their credit card or shipping details. It’s these seemingly small annoyances that are keeping retailers up at night, wondering why their ROI isn’t hitting the mark.

Yet there’s light at the end of the tunnel. Once retailers understand why customers are ghosting their carts, they can take concrete steps to turn the tide. It’s all about transparency throughout the shopping journey, streamlining the checkout process, and knocking down any barriers that stand in the way of customer trust, especially when it comes to payment. These tweaks can make all the difference in keeping carts rolling smoothly and customers coming back for more.

What action is needed to help cultivate lasting loyalty amidst evolving shopping trends in today’s marketplace?
It’s all about bridging the gap between the physical and digital realms. Take a look at the m-commerce landscape – it’s exploding, with marketplaces projected to hit a $2.1 trillion by 2024.
Today, brands are able to reach larger audiences than ever before. With platforms like Facebook, X (Twitter), and TikTok wielding unprecedented influence, social selling has never been bigger. In this fast-paced world, seamless transitions between mobile apps and websites are non-negotiable. Customers should be able to seamlessly navigate between platforms without encountering any glitches or interruptions. This isn’t wishful thinking; it’s the result of synchronized customer profiles and marketing systems operating in perfect harmony.
By embracing this fluidity across channels, retailers can cement lasting loyalty in an ever-changing marketplace. It’s not just about keeping up with trends; it’s about setting the pace and winning hearts (and consumer dollars) along the way.

Lastly, what 2023 opportunity do you think was missed that retailers must correct in 2024?
In 2023, there were a total of 257 billion mobile app downloads, according to Statista. Now, here’s where things get interesting: our data revealed that before Cyber Weekend, 84% of consumers would be willing to download and shop through a retailer’s mobile app if it meant snagging better deals; however, only 31% actually took the plunge.

There’s a goldmine of opportunities waiting to be unearthed through app downloads. By fine-tuning processes and meeting customers’ expectations for mobile apps, retailers can solidify their position in the market. And I firmly believe that those who embrace this shift will be the ones standing tall come the 2024 peak shopping season and beyond.