by Harald Mühlbacher
with data analysis to an individual customer experience
A customer-specific approach – across all sales channels? To achieve this, not only a lot of preparatory work, but also exact planning is necessary. The magic word is "data analysis". Because your customers tell more about themselves than you might think.
Six to do's for a customer-centric communication
Clean up your mess
Information about your customers is available everywhere – online and offline. All you have to do is find them and form as complete an image as possible. Pack shopping cart data, log files and web tracking data into a uniform form and thus determine your target groups.
Read the (digital) body language
Big data analytics for retail is nothing more than web shop data from the field of real-time data transmission. Online and social media channels produce large amounts of data that help you make important marketing and sales decisions. Analyze – anonymously, of course – the behavior patterns of your prospects and observe where your customers are online.
Keep an eye on the customer as a whole!
Don't forget to keep a close eye on your customers even in the offline world. For example, identify your customers using a customer ID and request all relevant information. You win the jackpot as soon as your customer buys something: Because a shopping basket says more than a thousand words: Product groups, purchase frequency, prices and purchase amounts also tell you how high the future customer value and the probability of repurchase is, in order to be able to give tailor-made product recommendations.
With data analysis to an individual customer experience
A customer-centric – across all sales channels? To achieve this, not only a lot of preparatory work, but also exact planning is necessary. The magic word is "data analysis". Because your customers tell more about themselves than you might think.
Real-time data transmission is critical to the success of centrally-played Omni Channel campaigns. Track reactions and answers without gaps and control all follow-up actions depending on them.
Numbers, numbers, numbers
The shopping cart enables you to carry out a detailed needs analysis for each needs segment at product group level. The focus of all campaign analyses is on a large number of key figures. Here an attribution model helps, which breaks down all customer orders on the basis of the real customer journeys proportionally on the channels. Nothing more stands in the way of exact order planning.
The complete article is published in "Handbuch Handel mit Zukunft" (German only).
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Christian FeilmeierManaging Director and CEO
Christian Feilmeier is responsible for our German, Austrian, Swiss, Chinese, and North American markets at rpc. Before joining our company in 2011 to concentrate his efforts on retail performance, he last served as CFO of BMW Group Canada. Previously, he held various roles in BMW Group’s financial division.