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Customer Insight:Oct 2011
Now every retailer must have a strong idea of who their customers are and what they want.
But it’s not just technical developments and lower costs driving it – there are several trends making it necessary to have some kind of customer insight operation.
- Retailers are still struggling to create single accounts for multichannel customers across the different channels, but clever examples are starting to trickle through
- Loyalty cards are an easy way of getting good data and linking up online and offline customers
The technology exists to make good use of phone calls, emails, and documents, even deciphering the tone and sentiment conveyed. There’s currently no way of linking up retail customer data with the preferences shoppers exhibit on social sites.
In the future, this process of enriching customer profiles with social data may become more systematic.
The relationship between customers and retailers is evolving, and a decent insight operation is an integral part of keeping up with the pace of change. With up-front investment costs becoming ever more manageable, it’s work that is well worth doing!
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This issue looks at everything from department store Christmas windows to the meaning of value.
Adapting to the multichannel age. Google’s Peter Fitzgerald explains mobile technology aids retail.
A single view. How to link customer data across different shopping channels.
