FIGARODIGITAL.CO.UK
The Perfect Customer View
Chris Clapham, Managing Consultant EMEA, Silverpop, an IBM company
One of the biggest challenges is often obtaining a truly unifi ed single customer view, where you can treat customers as individuals and communicate with them across multiple channels, based on their actual behaviours. A single customer view brings with it the opportunity to intelligently target key segments and engage with customers on a one-to-one basis. However, with customers interacting with your brand across multiple touch-points, it can be hard to achieve a perfect view. But don’t let perfect get in the way of good.
This brings me onto one of the biggest opportunities for digital retailers which, with the aid of the right technology, is the ability to better engage your customers with the right message at the right time and via the right channel.
Omnichannel customers are becoming
more receptive to receiving automated and behavioural-driven messages from the brands they love, provided they are relevant, timely and adding value. This could mean sending a targeted mobile app push notifi cation to a customer as they enter a physical shopping location, prompting them to view a product they previously browsed online. Of course, careful planning is required to
get your technology mix and customer communications strategy right, but if you can pull it off, the rewards can be huge.
silverpop.com
View the agenda and register at fi
garodigital.co.uk/conferences.aspx or call 020 7870 3380
agenda 32
the issue 24 may 2015
Show Them You Care
Matthew Diss, Managing Director UK & Ireland, Intershop Communications AG
Innovation and customer experience are the key to making your ecommerce site stand out from the crowd. Engaging your customers both on and offl ine and targeting them with relevant, engaging material is crucial to making your site sticky. Mister Spex is a good example of
innovation with a great interactive experience allowing you to see how you’d look in a pair of glasses - a crucial addition to buying online. It involves understanding the customer and almost reading their mind, showing
them what they are looking for without them having to fi nd it.
All this shows you care about more than just
extracting conversions. Giving your brand advocates an app which does more than just look like the website will encourage loyalty and help spread the word, but the app has to give them something special that they can’t get elsewhere. Providing the right delivery option is also key to conversions. Click-and-collect has proved popular and there
are now a growing number of options allowing orders to be picked up rather than missing deliveries to the door. All these innovations are only possible if you have the right platform and technology at the back-end. Flexibility, stability and speed to market are the things to look for in your technology choices.
intershop.com
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