Successful marketing is about reaching a consumer with an interesting offer when he or she is primed to accept it. Knowing what might interest the consumer is half the battle to making the sale and this is where customer analytics comes in. Customer analytics has evolved from simply reporting customer behavior to segmenting customers based on their profitability, to predicting that profitability, to improving those predictions (because of the inclusion of new data), to actually manipulating customer behavior with target-specific promotional offers and marketing campaigns. 

Retailers needs a single view of the customer in real-time that will enable marketers to deliver personalized experiences. Data can come from transactional systems, CRM systems, email data, app impressions, operational data, facial recognition software, wearables, iBeacons, clickstream data, amongst a whole host of other places. In practice, all of these channels should work in concert with each other; an email campaign can promote a sale at an event, which can be blogged and tweeted about through social media. PR can also promote the event through their typical news channels. Coupons for the event can be disseminated through the company’s mobile app and SMS messaging. Banner ads will appear on the company’s website, while Google ads and SEO will drive buyers and potential buyers to the retailer’s website or its social channels. Hopefully, viral marketing then kicks in, with customers and potential customers sharing on Facebook, Instagram, Pinterest, Polyvore, Weibo, WeChat, etc., etc. Of course, influencer marketing can also help the viral marketing process.

Our executive Andrew Pearson has written one of the definitive books on analytics in the retail industry, The Predictive Retailer, and he can help architect the perfect Analytics, CX, DI, marketing, and social solution for your retail company.