Five Ways Customer Intelligence Benefits Retailers

Feb 7, 2019

With the emergence of new devices and platforms for e-commerce, retail marketers have to optimize their strategy across more customer touchpoints than ever. The customer journey isn’t the linear path to purchase it once might have been—today’s customers switch between smartphone to laptop to voice-activated device, between the brand’s website and social media platforms, all before visiting a physical store.

The multitude of touchpoints can result in a fragmented view of the customer, which makes it difficult for retail marketers to understand who their customers are, what they want to purchase, and where and how they’re shopping for it. A lack of understanding inhibits marketers’ ability to personalize their approach to each customer—which, in 2019, can be a real deal-breaker. Research shows that 87% of consumers say that personalized content positively influences how they feel about a brand, with 75% of consumers more likely to buy from a retailer that recognizes them by name, recommends products based on past purchases, or knows their purchase history.

So how can retailers optimize their strategy to ensure that they’re delivering the best possible customer experience?

Many retail marketers are turning to Customer Intelligence to better understand their customers, generate sales, and optimize the customer journey. Here are some of the ways retailers can implement Customer Intelligence to maximize their marketing strategy.

  1. Remarket to potential customers. Someone might have shown high engagement on your website, even placed several items in their cart, but ultimately left without completing a purchase. With Customer Intelligence, retail marketers can target those customers with display ads that offer a discount or promotion on the products in which they showed interest. By building upon the customer’s past interactions with the brand and demonstrating knowledge of their product interests, marketers can go a long way in building engagement and brand loyalty.
  2. Deliver data-driven recommendations. It’s one thing to show your customers an ad for a product that they’ve already considered. Marketers can take this one step further by leveraging their pool of customer data to offer recommendations of other products that have proven popular with similar customers—with Customer Intelligence, marketers can create custom audience segments and identify customers with similar attributes. By connecting demographic data and consumption trends, retail marketers can offer data-driven product recommendations to provide customers with options that could better suit their needs and preferences.
  3. Engage in real-time. Personalized interactions are only effective if marketers are sending the right message at the right time. With Customer Intelligence, marketers get real-time insights into each customer’s products of interest, level of engagement, and stage in the customer journey. These insights ensure that marketers are sending effectively personalized messages at key moments of consideration, providing value right when the customer needs them.
  4. Leverage geolocation data. Personalization isn’t just about knowing who your customer is. It also requires knowledge of where they are in the customer journey; this generally applies to the customer’s stage in the purchase process, but can also extend to their physical location, too. Geolocation technology allows marketers to pinpoint where a customer is at a given moment and send them targeted offers or promotions specific to their region. This messaging can be further personalized by integrating first-party data of a customer’s product interests, delivering special offers for those products in nearby stores. In this way, retail marketers can make the customer journey more convenient and more interactive, boosting both sales and engagement.
  5. Create an omnichannel experience. Despite the customer journey spanning multiple channels, customers expect a seamless experience throughout. This means consistency across channels, with integrations that recognize each customer as the same individual, no matter the channel or device that they use. With Customer Intelligence, marketers have the identity resolution capabilities necessary to ensure that their interactions with each customer build upon that individual’s unique relationship history with the brand. Cultivating continued conversations with each customer is the key to building brand loyalty and retention.

As the retail industry continues to adapt to the digital era, retail marketers need to embrace technology that maximizes the range of customer touchpoints now available to them. The IgnitionOne Customer Intelligence Platform helps retail marketers deliver a seamless omnichannel strategy that boosts customer engagement and builds lasting customer relationships. Get in touch today to learn more.

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