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Harnessing omnichannel data to deliver personalised experiences online and in -store


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prepared for your regular shoppers. Omnichannel payment data lets you map


consumer behaviour and identify trends. For example, ‘shopper origin’ data will tell you where the majority of your in-store shoppers are coming from. Are they local? Or are they tourists from overseas? Knowing this will ensure you’re catering to the tastes of your most frequent shoppers. You can use this information to determine which items to display, or which payment methods to support. If your in-store shoppers are Chinese tourists, for example, you should consider supporting China UnionPay, Alipay, and WeChat Pay.


You can also use payment data to answer questions like: • How many repeat shoppers do you get in-store?


• Which shoppers buy online and return in-store?


• How many in-store shoppers also bought online?


• How much do they spend in each channel?


4. Make relevant recommendations online 24% of US shoppers want product recommendations based on past purchases. Omnichannel data makes it easy to view the purchase history of your shoppers. So, whether they buy online or in-store, you can greet them with a targeted selection of items based on their previous purchases.


HelloWorld found that 55% of millennial


respondents like surprises. So, if you’re targeting millennials, offer personalised surprises like discounts at the checkout.


3. Use payment data to anticipate shopper needs Some 30% of US shoppers want sales associates to know their preferences and have the items available. So, make sure your store is


WHERE TO START? With an array of new technology to choose from, it can be daunting to know where to start. You’ve got chatbots, facial recognition technology, image recognition, and robotics all vying for your attention. But omnichannel data insights beat the latest technology any day. Focus on ways to get the most out of your data before investing heavily in the latest tech. And finally, retailers should focus on small


changes, rather than attempting an entire overhaul. Aim for small wins, measure your results and keep on iterating your way to success.


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