Omnichannel: How Retail Analytics Can Help
There are customers literally everywhere -- in the store, on the website, on social networks, in chat apps and on their phones. Retailers who are winning in this new chaotic market are doing so by becoming experts in omnichannel. Doing omnichannel the right way, though, requires a new way of thinking about how retail operations need to be organised. It starts when retailers take a step back and look at themselves from the point of view of the customer.
Traditionally, retail marketing efforts have tended to operate in silos. There might be one group in charge of in-store promotions, while another handles visitors to the website, and a third group is called in to launch mobile initiatives. Meanwhile, e-commerce giants such as Amazon are opening up new lines of competition with brick-and-mortar stores.
The problem with marketing silos is that customers see a retail brand as a single entity, regardless of which channel they use to shop there. Customers may search for a specific brand on mobile, touch the website link to browse the selections, and then stop by the store to pick up what they want, all as part of a single shopping event. Many channels, one brand. That's why customers register disconnects between channels as a failure by the retailer. Market leaders in the retail industry don't let that happen.
Uniting the Channels
Leading retailers have adjusted to this worldview and have seamlessly integrated the varied marketing efforts among these many channels.
Without analytics programs in place, traditional retailers end up sending conflicting messages to their customers. Salespeople in store don't know anything about a text the customer just received, leading to greater customer frustration and cart abandonment.
The good news is that analytics for unifying omnichannel marketing is just one of the many ways retailers are applying this next generation of data tools to boost revenues and retain customer loyalty.
3 More Ways Brands Are Using In-Store Retail Analytics
Here are three more intelligent ways retailers use data now:
- Heat mapping -- Retailers can see exactly how customers are moving through the store, where they stop and what attracts their attention. This is the secret to in-store promotions that customers consider share-worthy on social media.
- Couponing in real time -- What if a customer could be identified based on demographics while they shop so that the most valuable coupons appear in their email instantly? That's not only possible, it's happening now at competitive stores.
- POS integration -- When customers receive discounts or promotions on their phones, whether it's a text, an email campaign or a social share, they want the salesperson at checkout to scan the on-screen barcode and apply the discount. It can be that simple.
- People counting -- Technology can now answer questions such as "How many people shop without buying?" and "How many cashiers will be necessary for the coming week?" The ROI from higher revenues and lower costs makes this one of the most popular applications of retail analytics.
A Customised Solution for Every Retailer
Every retailer is unique, and creative applications of data analytics are needed for each one. That's what Suez Technology does, with an array of advanced technologies at its disposal. Retail has already been disrupted by digital. Now it's time to take advantage of that and pull ahead of slow-moving competitors. Suez Technology has the experts in omnichannel.
Omnichannel defines the new retail landscape, requiring top brands to knock down marketing silos and deploy data analytics from Suez Technology to earn customer loyalty.