By now, most retailers understand the importance of personalisation. Customers have become comfortable with brands knowing more about them because it means they will get an experience that is valuable, relevant and interesting. This creates a couple of challenges for retailers.
Firstly, creating a holistic view of customers by using information from the touchpoints during the shopper engagement with the brand. Secondly how do you use this full view of the customer to build business value?
The benefits of an accurate 360 degree customer view
A single source of the truth – Access to a reliable single-view platform available across the business
Personalisation – Develop segmented or tailored campaigns that are relevant dn efficient because they are based on captured real-time behavioural attributes
Data-driven influencers – with events that are triggered by data, brands can engage in real time with customers and influence their purchasing
Omnichannel engagement – by synchronising campaigns across multiple touchpoints, you will get consistent and relevant engagement and messaging
Better data security and compliance – with a single source of the truth, regulations and practices around the protections of customer data becomes far easier to manage.
Is a 360 degree view of the customer on your radar?
Even though the benefits are clear, according to research about the value of a 36o degree customer view, the CDP Institute found that:
90% of marketers think a unified multi-channel customer view is important
20% of marketers have that view today
And then according to a 2017 Gartner study,
10% brands are confident they have a 360 degree customer view
5% of brands can use this view to grow their business
Who is doing it right?
Those few retailers who have achieved this essential customer insight, have invested in unified commerce technology as the enabler, and utilised specialist help to acquire, integrate and align the data to deliver visibility and use that visibility.
The 36o degree view comes alive in store
These companies are able to recognise loyal shoppers when they are in their shops – using smart phone apps, store assistant devices, or loyalty card terminals, and then give relevant service that is synchronised across all channels.
Brands are learning that when the stores are digitised and sales staff are equipped with easy to use and innovative digital tools, they can provide full omnichannel services and drive sales with a single customer view.
With the right clienteling devices in the hands of well-trained sales staff, your people can easily tap into a loyal customer’s purchasing history or loyalty scheme details, and be in a position to give product information and use suggestive upselling techniques and build further insterest in the brand. Your sales people become trusted advisors and brand ambassadors who give an enhanced shopping experience.
Getting it right pays off
A single 36o degree customer view improves efficiencies and costs. It helps you remove friction and deliver heightened experience for your customer. The competitive edge will go to those retailers who truly know their customers and meet or exceed their expectations at every possible point in the shopping journey.
If you would like to know more about achieving a 360 degree view of your customer get in touch.