DIGITAL RETAIL CONFERENCE
Setting the agenda…
Making Personalisation A Priority
Rolf Anweiler, Regional Leader International Marketing at Teradata Marketing Applications, explains why data holds the key to a more personalised relationship with consumers in the retail sector
Customers have never been more in control or connected. No matter what the sector, customers today are deciding why, when, where and how they interact with a brand, and they expect brands to respond accordingly. The growth of digital and the resulting multichannel engagement opportunities have driven this shift, and presented retailers with new complexities around how they can continue to deliver the best experience possible to their customers. Get it right and you can build a loyal customer base and a high level of positive engagement. Leave the wrong impression, at any point in a customer’s interactions with you, and it can trigger an immediately negative impact which can be harmful to the business’s reputation and customer base in the long-term. So what can retailers do to navigate this complex, omnichannel world? Ultimately it all comes down to the data
they hold, and how effectively they use it. The Holy Grail for any brand is achieving a single customer view. That’s the lynchpin of any successful CRM campaign. But whilst retailers have no shortage of data on their
agenda the View the agenda and register at fi
garodigital.co.uk/conferences.aspx or call 020 7870 3380 35 issue 24 may 2015
customers, from their email address to purchase history, simply having that data is no longer enough. You need to make sure all your fi rst-party data is connected and paired with other third-party assets, to provide you with a fully rounded view. You then need to understand what that data is telling you and extract the necessary insights required to target those customers personally, with communications that will meet their specifi c needs and resonate at any given time. If you don’t know your customer and understand their needs, you are not going to be able to add value or infl uence them to buy at key points in the customer journey. The next challenge is how to actually
deliver that. Retailers need to look at how their organisations, particularly their marketing departments, are structured and then identify whether or not they have the skills and resources required to run multiple data-driven marketing campaigns at once. Whilst digitalisation may have fundamentally transformed the way brands think about their inbound and outbound marketing strategies, many are failing to look progressively at how they can build long-term campaigns based on key insights and behaviours. Whatever the size of your retail enterprise,
standardising operations and activity should be high on the agenda. This is vitally important to ensuring a consistent message is presented to your audience across all channels, and that you are working as collaboratively as possible internally. If you invest in putting the right processes in place you can dramatically improve the effectiveness of your campaign development, execution and delivery. It also allows you to mitigate the risk of misleading or inaccurate messages being produced and communicated, which may breach industry standards, as well as allowing for scaling up your activity as the business grows. Marketing operations is the term
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