Tag Archives: retail
Analyst research shows that only half of enterprises do an ROI analysis of their Information Management investment. Does the other half go on faith?
In the digital transformation to become a data-ready enterprise, information changes from maintained information to managed information. The goal of MDM DAY (May 12 at Informatica World) is to help companies change the way they measure success from “on time and on budget” to using revenue, time-to-market, and customer retention as key values.
13 customers across different industries (retail, distribution, manufacturing, healthcare,
and more) will share their experience on how they master customer, product, patient, supplier or other domains for becoming a data ready enterprise. Get a sneak preview on
MDM Day below and register now. But there are much more sessions…
Spreading Like Wildfire: Fast, Accurate Big Data for Smart, Quick Decisions
Devon Energy is among the largest U.S.-based independent natural gas and oil producers. In this session, you’ll learn how to use Informatica’s MDM and Big Data solutions to provide authoritative and trusted data as it relates to wells, suppliers, and other key master and reference data and to prepare data for Big Data analytics.
Symantec and EMC: Using MDM and DQ to Deliver Trusted Customer Views
Follow Symantec’s journey from realizing it needed to ensure its enterprise ERP system contains trustworthy and relevant data to establishing processes based on Informatica technology and methodology. EMC’s innovation pushed it a step ahead in its MDM journey with a full-blown consolidation hub that generates, references, and publishes single customer ID in the enterprise. EMC was also able to operationalize the MDM with real-time cloud integration services. Their presentations will cover the business case, the establishment of data management processes, key lessons learned, and best practices within the context of both technical architecture and business change.
PartsSource Improve Customer Experience with Product Information
PrtsSource will discuss how it uses Informatica PIM as the foundation for its omnichannel strategy and to support its industry-first one-stop shop online catalog for medical parts. PartsSource will explain how Informatica helped reduce the time needed to launch and update products from 120 minutes to 2 minutes using fewer employees.
Horizon BCBS and Sutter Health: Using MDM for Reference Data and More
Horizon’s master data is consumed by a diverse set of applications ranging from transactional care management systems to analytics systems that compile member risk scores. Its MDM based RDM initiative greatly mitigates, if not eliminates, the pain points of a legacy solution that had limited integration capabilities, data model constraints, data divergence, and governance enforcement.
St. Joseph Health initiated an enterprise information management initiative in support of their analytics program In 2014. Kim Jackson, Director Analytics, Data Warehousing and Special Applications at St. Joseph Health, spoke about how she and her team developed a business case and initiated a data governance program.
CHRISTUS Health: Recovering Revenue through Supply Chain Optimization
The Director of Business Intelligence at CHRISTUS Health explains how a supply chain business intelligence initiative allowed the organization to create a supply chain dashboard that quickly revealed cost containment opportunities.
JDA Software: MDM Journey Soup to Nuts
JDA Software will share its entire MDM lifecycle, starting with identifying MDM need within a large organization and including MDM product selection, vendor selection, team selection, support model, handling ongoing business change requests, upgrading the platform to 9.7, and integrating with cloud offerings like SFDC and Workday as well as legacy transactional systems like PeopleSoft Financials, all using the MDM hub and PowerCenter.
Customer 360 Solution at Nissan Improving Return on Marketing Spend
Discover how Nissan reached this milestone by implementing its Nissan Customer Database, the foundation for a truly sustainable Customer360 view. Learn how to bring data together from multiple heterogeneous sources around Europe (24 countries), ensure data quality, and comply with local regulations.
Johnson & Johnson: Using MDM to Fast Track a Global Workday Implementation
In this session, HighPoint Solutions and Johnson & Johnson discusses how they leveraged Informatica’s MDM hub technology to complete this initiative for a Top Five pharmaceutical company, including techniques used to source country data, cleanse the source data, and integrate it into the Workday instance.
GE Aviation: Scaling MDM to the Enterprise
Master data has quickly become critical to both application and business transformation, but issues arise when large volumes of data need to be loaded into the MDM solution. GE Aviation will share their new approach for mastering data.
Elkjop and Monsanto: Two Best Practices Managing Product and Customer Data
Find out how Elkjop (Nordic’s No 1 consumer electronics retailer) increased both its product range offering and the quality of its product information across its entire portfolio by leveraging the strong embedded Data Quality tools found in the Informatica PIM. Elkjop will also discuss how they reduce their yearly development costs and operating costs.
Monsanto developed a strategy to address customer data quality issues, clearly articulated the business value of implementing the strategy, and successfully implemented the solution leveraging Informatica MDM and a new data governance program.
UPMC and Cambia: Data Governance as an Imperative for Master Data Quality
MDM Implementation Tips & Tricks
Learn from a best practice MDM implementation at Kroton.
The New Age of Proactive Data Governance
Overall Informatica World provides more than 120 sessions to learn from experts how to make great data ready to use. Master Data Management is not complete without rules and their enforcement. In the age of proactive governance, data governance now becomes the ENABLER for business and IT, orechstrating the way how humans colloborate, how processes are exectuted. Data Governance becomes more AGILE.
therefore you may also check out the “Information Quality & Governance Track” with more than 20 session on Wednesday May 13 inlcuding customer use cases, user group discussions, roadmaps, what’s new sessions and much more. Don’t forget to register now and learn more about the dependencies between data governance, stewardship and business roles.
Secure Your Data, Before It Becomes Front Page News
In 2014 we saw many retailers suffer at the hands of hacker’s intent on stealing customer credit card details and personal information. With Target, Michaels, Neiman Marcus, Albertsons & SuperValu, all getting plenty of coverage in the press, resulting in significant financial loss and impacting consumer confidence. Retailers, including JC Penney and Wal-Mart, now list data security as a new risk factor in their annual filings.
Insiders, particularly current or former employees, are cited as a source of security incidents by most Retail & Consumer respondents. PWC
Despite the headlines and damage to reputation retailers still struggle to understand how their data is collected, stored, and used. While a lot of time and money is invested protecting the perimeter on the assumption that higher walls and wider moats will keep intruders out. But what if the intruder is already on the inside?
Last week AT&T paid a $25 million civil penalty assessed by the FFC – for call center employees in Mexico, Colombia and the Philippines accessing personally identifiable information from some 280,000 customer accounts without authorization.
A recent Ponemon study showed that 57 percent of IT practitioners do not know where all the sensitive or confidential data exists within their organizations
As retailers increasingly modernize legacy applications, consolidate systems, digitize the business and outsource IT projects to serve customer s more efficiently and create a great customer experience they are exposed to the ever increasing threat of data breaches. Increased threats and complex IT environments make it difficult for retailers to protect sensitive data especially from the inside, from those authorized to view confidential data.
“Not knowing the location of sensitive or confidential data keeps most respondents up at
night and represents a significant security risk.”
As you look across the IT landscape where are the potential areas of exposure from the inside?
- Test/Reporting Copies: Many copies of production (often full) used for test, training, and analytical purposes
- Development and Support: DBA’s, IT have unlimited access to sensitives data. Many use SQR reporting, Toad, SQL plus to bypass existing security
- Outsourcing: Outsourcers have access to sensitive data in non-production and production systems. Are your contracts stipulating sensitive data is not allowed offshore
- Authorized Users: Store associates, contact center employees are required to view account details in order to answer customer queries or resolve questions and disputes. Commercial off-the-shelf applications not designed to deploy restrictions by data element.
There are many facets to a successful risk mitigation strategy. One way to is to discover and permanently mask confidential and sensitive data from non-production environments, such as test and development environments. Another is to dynamically mask data stored in production systems to provide more tightly controlled access, and give control of this function to the business users who understand the nature and context of the data.
Why now stop by our Booth #S2626 at RSA Conference 2015 where we will showcase Secure@Source, the industry’s first Data Security Intelligence software, which discovers, analyzes and visualizes data relationships, proliferation and sensitivity. Secure@Source monitors data risks and vulnerabilities to protect organizations from external breaches and insider abuse. If you cannot attend you can learn more about Informatica’s Data Security and Privacy solutions here.
For anything on Retail Security, here is the key @INFARetail
In 2015, CIOs will invest in omni-channel integration technologies as a top priority to support growth in the omni-channel shopper sales premium of 30%, due to IDC Retail. Recently attending a retailers’ internal strategy day with Supply Chain Leaders and Commerce Leaders has shown, that omni-channel investements are paired with supply-chain optimizations.
The digital transformation is disrupting the world of B2C retail, in the same way as it is impacting B2B distributors and brands which sell directly to consumers. In this blog you will find some highlights for retailers and wholesalers at Informatica World 2015.
Get Ready for the Omnichannel Trends 2015+
Retail sessions at Informatica World 2015 are focussing around the key trends retailers are facing on become data ready and overcome the Amazon threat.
- Issue of the informed purchase journey: When do they have enough information to buy?
- Turning Big Data Relationships into business value for decision making and customer segmentation for relevant merchandizing
- Store fulfillment & in-store experience will become a big investment area.
- The mobile conversion: revenue spend on mobile is growing. Forrester Research projects sales from consumers shopping on mobile phones will increase to $38 billion this year and sales from tablets will hit $76 billion, or about $114 billion in total in the US.
Learn from Experts in Retail and Distribution
International retailers like PartsSource (United States), Elkjop (Nordics No. 1 consumer electronics retailer) and Farmacias del Ahorro (Mexico) will share their transition to a data ready enterprise.
Retail Business: How to Monetize your customer and Product Data
Meeting with Nelson Enriquez, CTO at Farmacias del Ahorro, you will learn three key takeaways on turning product and customer information into real revenue. First is sharing the business context and challenges of our business, including pains, and the costs of not having a master data management strategy in place. Second is our vision for transforming our business by leveraging customer and products data, and how Informatica technology supports the vision through data quality and cloud solutions. Third is the tangible results and benefits of the proposed strategy. We’ll address retail industry concepts like assortment, replenishment, and customer promotions at a high business-oriented level for IT and business personnel. At the end of the session, the audience will understand how MDM supports retail business strategy
PartsSource Improve Customer Experience with Product Information
Brian Thomas, Director of Application in PartsSource will discuss how it uses Informatica PIM as the foundation for its omnichannel strategy and to support its industry-first one-stop shop online catalog for medical parts. PartsSource will explain how Informatica helped reduce the time needed to launch and update products from 120 minutes to 2 minutes using fewer employees.
Elkjop: Consumer Electronics Experience
Find out how Elkjop increased both its product range offering and the quality of its product information across its entire portfolio by leveraging the strong embedded Data Quality tools found in the Informatica PIM. Thomas Thykjer from Elkjop will also discuss how they reduce their yearly development costs and operating costs.
Learn from eBay & Deloitte
Transforming finance processes, organization, and systems can be exciting, but also challenging for a business. In this collaborative presentation, Alistair Wallace, eBay, and Sachin Khairnar, Deloitte, will share how eBay, one of the world’s largest online marketplaces, led a financial transformation with data to maximize the value of finance and drive functional effectiveness. This session will cover the business drivers, approach, design decisions and lessons-learned governance finance data.
What’s New in Product Catalog App for Omnichannel?
Are you data commerce ready? This session is designed for roles in supply chain, marketing, ecommerce, merchandising, and category management who care about selling more products faster. Learn what’s new with the Product Catalog App, including kits and bundles for better cross-selling, architecture for high data volumes, role- and task-based web interfaces for more efficiency on product content collaboration, the business user dashboard, 1WorldSync data pool syndication for compliant CPG data, and Product Data as a Service for price intelligence and content benchmarking. A short demo by Stefan Reinhardt, Senior Product Manager PIM, will showcase them all. The roadmap will give direction how PIM will turn into MDM fueled product data apps for different use cases and industries, leveraging the Intelligent Data Platform.
Price Intelligence and Product Content Benchmarking as a Service
By end 2016 product intelligence will inform 80% of the top ten e-commerce retailers’ pricing decisions and drive mainstream adoption of high-velocity pricing. Is your offer competition ready? The price battle and the content battle of CPG brands, manufacturers, distributors and retailers are happening now. Informatica Product Data as a Service now enables brands to monitor their minimum marketing price and retailers to monitor their competition’s prices in real time. Users of Informatica’s MDM for product data can now autocomplete their product catalogs with attributes or monitor the content strategy of their competition. Product DaaS changes the world of products with data on more than 600 million products to make product catalogs smarter. Meet the expert Nagesh Kanumury, Principal Product Manager in Informatica.
An Introduction to Data as a Service: Achieving Total Customer Experience Goals with Accurate Contact Data
Throughout 2015, organizations across the world will be working on plans to become more customer centric. In this session, participants will learn how having accurate customer contact data, such as mailing address, email address, and phone numbers, can ensure that they are able to connect with their customers at any time and in the manner that the customer prefers.
This session by my colleague, Thomas Brence, will cover Informatica Data as a Service’s Contact Record Verification suite. This suite includes products from Informatica’s Data as a Service group. Learn how Address Verification, powered by AddressDoctor can help you verify the accuracy of mailing addresses in over 240 countries and territories. Explore how Email Verification can help you safely reach 15% more customers. Discover how Phone Validation can show you which of your customer’s phone numbers accurate and which are invalid.
Turn Big Data Relationship Management into better Customer Segementation
The Data Lake of big data holds great potential for unlocking the value of new data sources while allowing for a more cost effective way of enabling analytics on existing enterprise data. But how can we make sense of that wealth of data so that we can deliver results that can be trusted to drive business decisions and feed marketing campaigns? Learn from the Informatica experts Chris Phillips Director, Product Management Data Quality and Steve Hoskin, Chief Architect MDM.
Retail Discussion – The Path to Maximizing the Shopper Experience
Explore how best-in-class retailers make strategic use of data to overcome their challenges by harnessing data and analytics to better meet customer expectations across all interaction channels. Our discussion with Donal Dunne, Senior Marketing Manager – Retail & CPG, Informatic, will cover the three building blocks retailers must establish and nurture to maximize their performance through the effective use of data.
Omnichannel Customer Experience & Supply Chain Optimization are Twins
Recently attending a retailers’ internal strategy day and takling to Gartner analyst Tom Enright, showed that omni-channel investements are paired with supply-chain optimizations. Supply chain, sourcing and buying teams struggle to get access to a single view of the supplier so they can understand the total supplier relationship across the business. As a result, it’s difficult to achieve their goals, such as improving supplier collaboration or supplier relationship management or quickly and accurately evaluating supplier spend management. Taking personalization to the next level requires are 360 view of all customer interactions to fuel any marketing and sales touch points and systems. During this session by Jakki Geiger and Manouj Tahiliani , you’ll hear about our new master data fueled applications: Total Customer Relationship and Total Supplier Relationship.
Are you ready for Retailers Age of Engagement? Get Ready for your digtital transformation with Informatica World 2015.
PS: If you tweet, use #INFA15
Shoppers want and expect a consistent experience regardless of the sales channel they choice. They also expect an ever increasing assortment of products with detailed descriptions and will go were their needs are met.
39% of US online adults cite that they would consider buying from an online retailer they had never previously purchased from if the retailer offered detailed product information. Forrester
I was recently looking to purchase a new bike and came across the following two descriptions for the same bike at different online retailers;
Retailer 1: “With sturdy 700c wheels the Specialized Crosstrail Disk is where the street meets the trail. With the efficiency of a road bike and the versatility of a mountain bike this is a hybrid that is ready for adventure.
The sturdy but light A1 aluminum frame offers a comfortable, well balanced ride and has lugs ready to take mudguards and/or rack. Bumps on rough tracks are smoothed out by the suspension fork which can also be locked out, for efficiency, on smooth roads.
Hydraulic disk brakes offer efficient reliable performance in all weather conditions giving you the confidence to ride all year round. The triple chain set combined with a 9 speed cassette gives a very wide range of gears so you can take on all terrain; from steep country lanes to fast city streets.”
Further tabs on reviews, technical specs, etc.
Retailer 2: Specialized Crosstrail Disc 2015. Your Price: €690.00 (with redirect to Specialized website)
Which retailer would you contact first?
Deliver trusted, consistent and rich product data were, and when it is needed in the right format.
As your business expands across all sales channels e.g. in-store, kiosk, you may have multiple e-commerce sites, full price, discount and clearance or sales via third party site like Amazon, Facebook, etc. or add a contact center to take telephone orders. Add in, an ever growing assortment and increased number of suppliers, with recent EU legislation on product labeling (no. 1169) adding another dimension for retailers and consumer goods manufactures to adhere to, the task of managing product data becomes very complex and onerous.
Managing thousands of products with multiple attributes in Excel or home grown tools is no longer feasible. And with business users e.g. marketers, merchandizer now making the decision on Product Information Management tools, they are looking for the same ease of use they experience in Excel. But before deciding on or implementing a product information management tool you need ask yourself;
- What does good product information look like for your business?
- What do you want your product information to achieve?
- How does your organization synthesize this information?
- What product data should be highlighted in each channel?
- How are your competitors presenting product data?
- Where is yours currently underperforming?
Once you have answered the above you need some guiding principles for great product data that will ensure your PIM implementation will deliver the benefits you expected. These include;
Think ‘customer experience’ – Product information isn’t a by-product of selling. It’s an essential service, for your customers and for other users of product data. Customer experience pivots around product information
Up to standard – Treat product data with the same care and diligence as the product itself.
It goes without saying that it needs to meet: The category-specific industry standards (like ETIM or Eclass for electronic products or GDSN/GS1 for consumer packaged goods). The legal requirements for compliance (e.g., for organic food or pharmaceuticals)
Customer-centric – Great product information answers every question your customers will ever ask. Don’t forget that this includes internal customers – like shipping or fulfillment – who often need very specific information (e.g., in the U.S., compliance laws for certain products can vary significantly between states).
Join us at Informatica World 2015 to hear from your peers and Informatica experts on how to get the best from your Product Information Management.
Follow us @INFARetail
80% of companies surveyed said that they offer superior customer service, but only 8% of their customers agreed with them. (Source: Bain & Company)
With numbers like that there is plenty of room to improve. But improve what?
Traditionally retailers have measured themselves against year over year increase in sales for like-stores, increased margins and lower operating costs. But, retailing has changed, customers can interact and transact with you across multiple touch points along their path to purchase and beyond. Poor performance at any one of these interaction points could lose you a customer and damage your brand.
A better measure is to calculate the customer experience across the omni-channel landscape. This will provide better insight into how you are attracting and retaining customers, and how well you are serving them. However, many retailers lack the technology and processes to deliver on a plan to improve the omni-channel customer experience.
Once you have decided to do something, what are you going to measure? Is it time spent on website versus sales? Speed to resolve problems in contact center versus number of repeat transactions from customer? Number of touch points before purchase? But what about the softer measures like how well your staff interact with customers in-store or social channels? How many “Pins” you have, or how do you assign value to them?
Organizations need to account for (CHURN, ATTRITION, LOYALTY and LIFETIME VALUE) to be able to evaluate their performance from a holistic view of their customer, not just in the confines of their own operational silo.
In an up and coming webinar Arkady Kleyner, from Intricity will break apart key components of the Omni-Channel Customer Experience calculation. Additionally, Arkady will identify the upstream components that keep this measure accurate and current.
Attend this webinar to learn:
- The foundational calculations of Omni-Channel Customer Experience
- Common customizations to fit different scenarios
- Upstream components to keep the calculation current and accurate
- Register here to receive a calendar invitation with the webinar details.
- Join us for a 1 hour webinar and Q/A session. The event will occur March 19th at 2:00PM EST.
On our recent webinar with Omer Minkara from Aberdeen Group , we learnt that“94% of companies are not satisfied with their use of customer data”, yet retailers still want more data to gain valuable customer insights to drive improvements in the shopper experience. But the top challenge they face when managing customer data as part of their business activities is the quality of the data. Data-Driven retailers are characterized by their ability to balance quantity and quality of data effectively.
Shoppers expect consistency in their interactions with you, whether it’s the same price across channels, accurate shipping information or when they are calling a contact center. However, one of the top frustrations for consumers is the need to provide the same information over and over as they interact with the retailer. This data is already captured in multiple systems but is not connected or clean. Fragmented views of customer data across multiple systems makes it harder to personalize shopper interaction and enhance the overall customer experience.
Bring your data management to today’s omni-channel world
By standardizing customer data across the organization and having a centralized repository of product and service information available to all customer facing roles, data- driven retailers have enjoyed increased margins, higher returns on marketing investments, shorter delivery times and improved time to market for products and services.
Data-driven retailers are not just meeting customer expectations, they are exceeding them.
In my next blog I will look at some of the questions we did not get to answer during this session. In the meantime, why not register for our next webinar “Calculating Omni-Channel Customer Experience – March 19 Webinar” with Arkady Kleyner, Solution Architect, Intricity.
Don’t to follow us on twitter @INFARetail.
As Valentine’s Day approaches and retailers & restaurants prepare to sell millions of cards, teddy bears, bottles of champagne and for the lucky few, some expensive jewels, I started to think about my love affair with data and the many ups and downs we had over the years!
Our first date together was arranged by a third party and everything I was told was from their perspective. I had many questions; could I trust data, was I getting the complete picture from the third party, would we be compatible and ultimately “fit for purpose” or would data break my heart!
As we shared information we were both apprehensive, not everything was fitting together, there were gaps in data’s story, and I just could not make an informed decision, this lead to mistrust between the two of us. I stated to ask other friends and associates for their information and tried to reconcile with my view of data. I wanted it to work but what could I do?
A close friend, Stewart, recommended I get some professional advice to help with my issues with data and pointed me towards Doctor Rob, one of the leading authorities on data, specialising in data governance.
The first bit of advice Doctor Rob gave me was; it should never have been about data, the dream must be about your long term goals together, your commitment to get it right, your interactions with others in your circle of friends and dependents.
The second piece of advice was to decide what roles and responsibilities each of us would take on in the relationship. Evaluate if we have the right skills or do we need external support or training to succeed.
While we are still on our journey together data and I are now in a long term committed relationship and look forward to many years on Cloud 9.
Now all I have to decide is will I go to Tiffany’s or Claire’s for that piece of jewellery!
The latest North American B2C e-commerce market report is out now. For my followers I took the freedom to summarize some “Magnificent Seven Facts on B2C eCommerce in North America” in a short blog. The report covers United States, Canada and Mexico, but as well comparisons to Europe and Asia. According to this report, North American B2C e-commerce market is expected to reach $494.0 billion in 2014.
The Magnificent Seven Facts
- 122.5 million households in North America
- 336 million internet users in North America
- North America makes up 29.2% of the total global online sales ($1,552.0bn) in 2013.
- In terms of global B2C e-commerce, North America ranked third in 2013, behind Asia-Pacific and Europe
- North American consumers spent on average$2,116 online in2013. This is significantly above the global average of €1,280.
- With an average spending per e-shopper of $2,216, American consumers spent most online in2013. Canadians ranked second with an average spending of $1,577, while Mexican e-shoppers on average spent $1,133 online in2013.
- Canadians are more likely to shop mobile
Mobile Commerce: Canada Leads the Pack
Within North America, mobile commerce is most popular in Canada, with more than half of the online purchases per week being made through a mobile device. At 38.2%, US Americans still make their mobile purchases in the safe surroundings of their homes.
What are the barriers preventing mobile purchasing?
Free downloads available now
Would you like to find out more about global e-commerce? The free light versions of our Regional/Continental Reports can be downloaded here.
Reinventing the store was one of the key topics at NRF. Over the last three to four years we have been seeing a lot push and invest for ecommerce innovation and replatforming ecommerce strategies. Now the retail, CPG and brand manufacturers are working on a renaissance of the store and show room, driven by digital. And there is still way to go.
Incremental part of the omnichannel strategy of our PIM customer Murdoch’s Ranch and Home Supply is digital signage for in-store product promotions. This selfie was shot with my dear colleague Thomas Kasemir (VP RnD PIM & Procurement) at the NRF booth of Four Winds Interactive.
Four Winds serves about 5,000 companies worldwide and I would consider them as one of the market leaders. Alison Rank and her team did show case how static product promotions work and how dynamic personalized product promotions can look like, when John Doe enters the store.
John Doe’s Personalized Purchase Journey
John Doe and his wife are out and about in the city; with the advice from his son, John has created a pro-file on Facebook and Foursquare with his new generation smartphone enabling him to receive any special offers in his vicinity. Mr. Doe has voluntarily agreed to share his data for the specific purpose of allowing retailers to call to his attention any special offers in the area. As both of them have interest in visiting the store they respond to the offer.
At the entrance to the store he is advised to start up the special store app and is promised a “personalized shopping” experience. As John Doe enters the store, a friendly greeting appears on his digital signage screen: “Welcome Mr. Doe, the men’s suits are on the 3rd floor and we have the following offers for you.” Upon reaching the 3rd floor, the salesperson is already standing there with the right suit. The suit is one size smaller than usual, but it fits John Doe. After the fitting, the salesperson even points out the new women’s hat collection in the women’s department. Satisfied with their purchases, Mr. and Mrs. Doe leave the store.
For me it is clear assuming that the future of shopping will look something like this, due to the fact that all of these technologies are already available. But what has taken place? The reason why John Doe receives location-based offers has already been explained above; the point that needs to be made is that there is now the ability to link personal and statistical data to customers. By means of the app, the store already knows whom they are dealing with as soon as they enter the store. Or can messaging services be used to send an alert to a shop assistant that a A-Customer with high value shopping carts has just entered the store.
To this point, stores can leverage both personal information as well as location-based information to generate a personal greeting for the customer.
- What did he buy? In which department was he and for how long?
- When did he purchase his last suit(s)?
- What sizes were these?
- Does he have an online profile?
- What does he order online and does he finish the transaction?
All of this analytical data can be stored and retrieved behind the scenes.
Catch Me if I Want
The targeted sales approach at the point of interest (POI) and point of sale (POS) is considered to be increasingly important. This type of communication is becoming dynamic and is taking precedent over traditional forms of advertising.
When entering the store today, customers are for the most part undecided. Based on this assumption, they can be influenced by ads and targeted product placement. Customers are now willing to disclose their location data and personal information provided there is added value for them to do so.
Example from Vapiano Restaurant
A good example is the Vapiano restaurant chain. Vapiano restaurants take an extra step further than the tradi-tional loyalty card by utilizing a special smartphone app where the customer can not only choose the nearest restau-rant along with special offers and menu, but also receive a kind of credit after payment via barcode. After collecting 10 credits, the restaurant guest receives a main course for free on the 11th visit. Sound good? It sure does, and from the company’s perspective this is a win-win situation. These obvious benefits move the customer to disclose his or her eating habits and personal data. The restaurant chain now has access to their birth dates, which is rewarded as well. This data aggregation is definitely recommendable, since it requires the guest’s explicit consent and assumes a certain degree of active participation from the guest to be eligible for the rewards offered by the restaurant.
If John Doe allowed my as brand manufacturer in my showroom or as a retailer to catch him, companies will need to ensure that they are really able to identity John Doe wit this all channel customer profile to come up with a personalized offer on digital signage. But this needs to be covered in an additional blogs…
From marketing automation to analytics software, there were countless technology offerings showcasing how to best assist the modern marketer in making every customer interaction personal. Throughout the week, I had numerous conversations with retail professionals about the importance of personalization in marketing and what it means to their organization’s future plans.
At the heart of their plans was the need to understand the data that they have today, and how to verify the data that they will inevitably acquire in the future. If it’s accurate, if it’s reliable, if it’s complete – customer data can fuel your ability to engage and interact.
The data driven marketer derives insight and ultimately provides a personalized experience by leveraging this valuable data for each customer.
And why is this important?
Well, according to McMurrayTMG, 78% of buyers believe that organizations providing a personalized experience are interested in building good relationships. But it all starts with accurate data.
Knowing who your customers are, how you can contact them, and what they are interested in are essential in order to engage with your customers. With the abundance of data available today, you have to figure that if you aren’t ensuring that your customer interactions are personalized, then your competitors are gaining ground. Every interaction, every correspondence counts towards a positive perception as well as increased sales and customer satisfaction.
By fueling your interactions with Data as a Service (DaaS) for accurate customer data, you will ensure that your customers have a personalized experience with your brand and ultimately accelerate your business.