Standing out in the market competition has never been this challenging. In today’s fast-paced technological advancement, there are so many consumer touchpoints that you have to consider, both offline and online, to ensure that you deliver the right message to your target audience at the right stage in your customer’s journey.

To help you deliver a more complete customer experience that boosts acquisition and conversion, you have to study and pay attention to your customers’ omnichannel retail patterns.

Near’s vice president, global customer Success, Michelle Zhou, shared her top three strategic considerations for data analysis that can boost retailers’ bottom line.

1. Understand a Single Customer View

A single customer view is the aggregation of all meaningful and reliable data from every customer touchpoint. With the use of right tools, you can aggregate troves of data available which you can analyse to develop an effective single customer view. Location data with or without integrating with other data sources can help to glean insights into:

Digital world touchpoints:
  • Favorite social media platforms
  • Brand and number of connected devices
  • Content consumption
  • Search patterns
  • Physical world touchpoints
  • Commute patterns
  • Home location
  • Mobility rating
  • Household income
  • In-store visits
When properly gathered and utilised, a single customer view can help make strategic decisions from the top down.

2. Measure Offline Attribution

Analysing data on offline attribution can reveal shoppers’ preferences. Location intelligence makes it possible to utilise real-time offline data so you know how your customers prefer to shop. Utilising digital advertising will help provide a holistic view of the customer experience.

3. Leverage New Technology to Increase ROI

Adopting and implementing the latest technology on your business will play a major role in measuring your success. Through analysing real-time audience engagement, you’ll be able to create a winning marketing strategy to boost your ROI.

These tips should serve as a jumping off point for your omni-channel retail strategy. Understanding your customer journey and utilising all means to create a winning customer experience is the only way for your business to strive in the ever changing and competitive industry.

Source: Bandt.com.au

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