The One-Word Change That Can Make Retailers See Things Differently
Is 2015 the year retailers start seeing operations differently, simply by changing one word?
It’s happened before. Years ago, we used to say “multichannel” when referring to customer touchpoints across many different platforms. The new buzzword is “omnichannel,” which focuses on all customer touchpoints working as one to appeal to digitally-connected consumers. Omnichannel provides a cohesive brand experience that helps create customer loyalty and communication.
For 10 years, STORES Magazine has been making insightful predictions about the retail industry. This year, STORES predicts that leaders in the retail industry will stop saying “ecommerce” and just call everything, in all channels, “commerce.”
Would you see your operations differently if you were to call everything “commerce,” instead of breaking out each channel by where the consumer makes a purchase?
The “e” in “ecommerce” stands for electronic. But retail order fulfillment cannot always be electronic, nor can all customer service be electronic, or your supply chains, or every channel. Ecommerce as we define it today is growing, and while its growth is often a favorite topic in the retail industry, it’s just part of the picture. In the US, $10 out of every $11 is spent by consumers in-store, according to e-Marketer.
Keep in mind that it’s the growth of ecommerce that gets the attention of retail industry leaders. Because of this growth, do you see ecommerce becoming a bigger part of your business and your revenue? You would not be alone in this expectation. Online retail sales in the US will reach $294 billion this year, and by 2018 are projected at $414 billion, according to Forrester Research’s US eCommerce Forecast published last May.
Retailers will plan to focus on ecommerce more and more as its growth – and importance to revenue – continues. What retailers may not be ready for, especially retail marketers, is that a plan to focus on ecommerce is by definition a plan to focus on data quality. Ecommerce is driven by customer communication. Retailers successfully drive sales via email marketing, SMS mobile messaging, and direct mail. Response rates to this communication drive the success of ecommerce by driving sales.
For example, email marketing triggers mobile purchasing more than any other communication method, including social media, app traffic, and paid search, according to a 2014 Custora report. The same report found that over one-third of all visits to ecommerce websites originate from mobile devices. Valid mailing addresses ensure that a customer’s order arrives on-time as expected, which is important when same-day delivery is becoming a bigger and bigger way for retailers to stay competitive.
A customer’s email address, phone number, and postal address lead retailers to a better understanding of that customer. Better communication that leads to loyalty and revenue starts with contact data that is valid and reliable.
All retailers know the value of acquiring and retaining customer data. Keeping that information correct and up-to-date is an ongoing challenge, however. Verifying and correcting customer contact data using a real-time service that is reliable, up-to-date, and authoritative on data quality is essential for retailers to succeed in growing revenue through ecommerce.
To learn more, join Informatica’s Data as a Service and Retail experts Thomas Brence and Donal Dunne in this recorded webinar.