In the era of the connected customer, having a big data
strategy to collect, store, organize and analyze the trail of deep
customer data is critical to the delivery of timely, personalized
customer interactions. Fortunately, with the right technology,
infrastructure and analytics in place to unlock the full potential of
this data, driving deeper engagement with your connected customers is
anything but guesswork.
Consider these 5 ways using big data analytics can help drive your connected customers’ experiences:
1. Know more about your customers by finding “hidden” big data insights.
In the early days of big data, insights gleaned from email and
website clicks re-shaped campaigns, initiated new ones, and led to more
personalized experiences – often in the form of product recommendations.
Now, new data types and more sophisticated tools, technologies and
analytics can uncover deeper, more relevant customer insights, based on
behaviors and fact-based predictions. The result is that marketing is
able to move from speaking to large customer segments to a “segment of
one” and deliver highly targeted, relevant messaging and content –
exactly what connected customers expect.
2. Interact more effectively with your customers using a data-driven strategy.
Being data driven isn’t simply about understanding customer purchase
histories. It’s about digging into the deep data around behaviors,
interests and preferences. The pivot points that push customers to the
point of purchase. How, where, when and what messages you deliver are
based upon big data analytics across multiple touch points and
timeframes – not simply intuition and knowledge of experienced
decision-makers. Customer experience is improved and more personalized –
online, on mobile devices and in-store. Retailers can provide their
customers with the convenience of shopping wherever and however they
prefer with the assurance that the products they want will be available,
thanks to total visibility of inventory across the enterprise. The
results are increased customer engagement, satisfaction, and long-term
3. Connect different types of data by developing an analytic ecosystem.
In today’s world of new and different data types and vast volumes
of data, retailers must consider the “right” platform to store data
based upon type, volume and even use. It is critical to develop a big
data strategy and architecture to enable an analytic ecosystem. It’s a
complete, agile ecosystem where data is readily available and easy to
Easy access to a wide variety of data enables retailers to
efficiently and effectively “connect” data for analytics regardless of
where the data is stored – or where it originates. Agility is key. With
the support of this ecosystem, retailers can quickly explore data,
discover new insights, and drive rapid time to value (fail fast or
succeed). Retailers also benefit from operational systems, such as an
integrated marketing application, that can quickly operationalize new
insights and enable marketing teams to move from managing campaigns to
managing customer interactions across the brand.
4. Apply deep data insights to connected customer strategies across the company.
Becoming data driven is not just about marketing. Data-driven
strategies apply across all areas of the company; merchandising,
ecommerce, finance, supply chain and stores. Leveraging advanced
analytic methods, merchandising can drive customer-focused assortments,
improve pricing and promotions. Flexible fulfillment options across
channels provide the ability to buy, pick-up or ship from anywhere and
can be optimized to select the best shipping location.
Store operations can leverage sensor data and analytics to better
understand traffic flow and staffing requirements. More informed,
technology-enabled sales associates offer more extensive and timely
product and inventory information in near real-time. Cyber security and
networks are consistently monitored for immediate response to any
potential threats or issues to protect customers’ valuable, personal
5. Freely explore new capabilities and technologies….. Innovate, innovate, innovate
According to Forrester, digital will account for or influence 60% of
customer spend by 2018. The growth in mobile continues to drive
innovation, and retailers are developing new and exciting capabilities.
By understanding that a customer is in a store or their actual location
in the store, delivering real-time, personalized offers,
recommendations, messaging, rewards, and local promotions is now
possible. Retailers are testing mobile payments and linking loyalty to
the mobile experience. With a deeper understanding of their customers’
behaviors and preferences, retailers can help guide customers through
their shopping journey and provide the convenient, seamless experience
that the connected customer expects.