White Paper. Tracking the Omni-Channel Customer Journey

Transcription

1 White Paper Tracking the Omni-Channel Customer Journey

2 02 Tracking the Omni-Channel Customer Journey Everyone Benefits from Integrated Retail CRM and Clienteling Solutions Customers Executives and Owners Retail Operations Marketing Operations Information Technology Store Associates A Holistic Approach to Tracking the Omni-Channel Customer Journey Today s retailers are faced with more competition for customer loyalty than ever before. However, retailers are also equipped with new tools and technology that can be used to influence the customer journey in new ways. Gone are the days where a little black book would suffice. Technology provides the omnichannel visibility that marketers need to craft the relevant messaging that really resonates with key customers and empowers every associate to provide outstanding service. In order to remain competitive, retailers must employ a holistic approach to track the omni-channel customer journey, which means using integrated tools that enable them to grow their businesses. A recent benchmark study indicated that, while omnichannel marketing is on the priority list for almost all marketers, fewer than 20% are actually implementing it in any meaningful way 1. These marketers are lacking the integrated technology required to be able to fully understand the customer journey across all channels. While they may collect addresses at the point of sale, track cart abandonment on their e-commerce site and collect Facebook likes, they can t put the three together. A holistic CRM customer profile from all channels and enhanced with associate input from Clienteling is needed in order for retail marketers and associates to gain the accurate insights they require for amazing, personal customer service and communications. A well-designed CRM database foundation built with a flexible technical design is essential for today s omnichannel retailers. At the base, retailers need a solid foundation of clean data, consolidated in a database which is structured to optimize analytics and campaign management. Integration of this back end analytics and campaign management environment with a front end. 1 The Relevancy Group Executive Survey, 674 Marketers in the US and UK, 4/2010

3 03 Tracking the Omni-Channel Customer Journey A Connected and Empowering Experience for all Stakeholders clienteling solution designed to minimize data replication provides additional benefits by utilizing the people who know your customers best, your associates, to extend the customer profile. A holistic approach to customer relationship management empowers retailers to connect with customers and prospects on an individual basis to drive customer acquisition, retention and value enhancement. The Omni-Channel Customer Journey The customer is at the center of the holistic retail customer relationship management solution. The associates in the store are a valuable resource with regards to building customer relationships. An integrated solution will connect the store associates with the customers in a powerful way. Regular outreach communications from store associates will provide the personalized, high touch engagement that today s customers demand. Some examples of ways that an integrated solution can be used to enhance customer relationships include: Real-time alerts to store associates when someone in the associate s book visits the retailer s website, enabling a well-timed courtesy call. Trigger messaging and inclusion in an offer stream that includes a predictive model to determine the type of offer they should receive when new merchandise arrives that is on the customer s wish list or preferred brands list. Key customer metrics views in the context of their engagement not only across digital channels, but based on their level of engagement with the store associates. Before Before the sale, attract visitors and drive traffic with targeted marketing activities, personal communications around products, services, events and prepare for upcoming visits by reviewing customer profiles. During Maximize the data gathered while face-to-face with the customer. Collect preferences, lifestyle information, wish lists, and more. Provide intelligent product recommendations, up-sell and cross-sell and personal offers. Look up history, sizing and verify contact information. After Keep the relationship active by sending thank you s or letters, confirming deliveries and following up on replenishment items such as cosmetics, etc.

4 04 Tracking the Omni-Channel Customer Journey The Omni-Channel Customer Journey Cate is 33, and she lives in New York City. She is recently married, with no kids yet. She is fashion forward, with an interest in design and a passion for quality. She is connected with technology, but not obsessed STORE VISIT Cate is in the neighborhood and stops by the store. She spots a designer coat she loves and decides to purchase it. ASSOCIATE Jasmine follows up with a thank you that includes a link to a scarf she recommends. MARKETING OUTREACH Cate receives an about a trunk show for the same designer as the coat she recently purchased. Cate s sales associate, Jasmine, uses her tablet to complete the transaction and to create a profile for Cate without ever leaving her side. The information Jasmine collects at the point of sale and in the clienteling application is used to create Cate s CRM customer profile. When Cate receives the , open and click data are captured and loaded to Cate s CRM profile. This information can be used by the marketing team for re-targeting or segmentation. Associates can also use this data to personalize their communications with customers and determine the most effective channels. The includes a personalized link directing Cate to RSVP with Jasmine. Open and click data are captured and loaded to Cate s CRM profile. Marketers can use this data to continually refine communication strategies.

5 05 Tracking the Omni-Channel Customer Journey WEBSITE VISIT Curious about the trunk show, Cate visits the website to peruse the designer s latest collection. She creates an account with her Facebook credentials. STORE VISIT Cate returns to the store for the trunk show, but decides to purchase some cosmetics instead. AND BEYOND! This is only the beginning! Cate s Facebook profile, site visit and pageview data are captured and loaded to Cate s CRM profile. Social profile and web interaction information data can be used by the marketing team for retargeting or segmentation. Cate is helped by an associate in cosmetics who collects more information about Cate s preferences to enhance her customer profile. She takes note that Cate is preparing for a special occasion: her wedding anniversary. Marketers and associates can use this new information to personalize follow-up communications. When different teams in the retail organization are armed with the right tools and technology, they can work together in harmony to exceed customer expectations.

6 06 Tracking the Omni-Channel Customer Journey What s Next? The Next Steps after Implementing a Holistic Customer Relationship Management Solution Strategic Segmentation An end-to-end segmentation process that provides both behavioral and attitudinal insights into the customer, enabling not only improved marketing, but insights that can aid merchandising and operations. Enhanced Loyalty Program Combine in-store and at-home engagement elements together with additional technology enhancements such as in-store alert & messaging via mobile device as the consumer walks into the store. This could alert an associate that their customer has arrived in store or message directly to consumers who are not working with an associate. Marketing Optimization Leverage marketing optimization software to take the guesswork out of offers and relevant communications. Social Media Enhancements Social media is the future of clienteling. Not only can customer profiles be enhanced with social data, such as likes, pins, tweets, and more, but the ability to engage in conversation with customers via social media provides an added benefit of extended social reach, since friends and followers of customers will also view the message. Customer-Facing Integrations The power and reach of clienteling can be extended when customers are provided the ability to manage their own profile data and interact with the associate not only in the store, but also at home or on the go. Examples include a customer-facing mobile app or website where customers can request appointments, manage wishlists and product preferences, update contact information, add photos of their own closet item to their virtual closet, etc. Recommendation Engine Intelligent product recommendations are best performed taking into account four key elements: 1. History of the client s purchases, preferences and previously viewed products. 2. Propensity of similar customers buying decisions. 3. Product availability. 4. Merchandising directed recommendations (i.e. coordinated products). About 89 Degrees 89 Degrees is an agency that specializes in customer engagement strategy and execution. Their results-oriented services combine database expertise, marketing analytics, technology integration, and creative as a means to connect consumers and brands for maximum engagement and ROI. 89 Degrees enables multi-channel success across a number of key verticals.

7 Mi9 Retail, a premier provider of enterprise retail merchandising, business intelligence, e-commerce, and customer-centric software, empowers the world s most successful retailers to build strong personal relationships with their customers, process high volumes of transactions in real time and optimize inventory across all channels utilizing a single, accurate source of the truth. Built using cutting-edge technology, the software minimizes costs of ownership and provides the industry s fastest time to value. Global Headquarters Biscayne Boulevard, Suite 600 Miami, FL T North America Europe Asia Pacific 89 Degrees 25 Burlington Mall Road, Suite 610 Burlington, MA USA T F E. info@89degrees.com