It’s going to be an interesting year for the retail world, according to Deloitte’s 13th annual Technology Trends Report .
After going through the dark crisis linked to the spread of the Covid-19 pandemic, the retail sector seems ready to rise from its ashes, preparing to face new challenges and adopt new paradigms.
In a context where, according to data published by Ayden’s Retail Report 2020 , over 37% of Italians say they will increasingly buy online and over 73% increasingly expect companies to provide seamless purchasing options between online and offline ( Phygital model ), it is clear that the only way forward is that of synergistic collaboration with the world of e-commerce.
Synergistic, but above all active venezuela phone number data collaboration: it is not enough to open an eCommerce channel, it is essential to design new experiences and introduce new services in a truly omnichannel perspective.
Retail Marketing: Leading the Way to Digitalization
Click & collect services, online check of product availability in the store closest to you, possibility of returns in store : if the big players in
the retail world are at the forefront of this what is product localization in marketing? process of innovation and digitalization, other small and medium-sized companies are ready to follow suit. The data published by the Politecnico di Milano Observatory in February 2022 show an increase in investments in the digital transformation Retail Marketing of Italian retailers, ranging from 2% to 2.5% of turnover.
The driving force behind this transformation is bf leads above all the eCommerce channel which, while contributing to the affirmation of hybrid business Retail Marketing models, has nevertheless given a new centrality to the point of sale, which has once again become a relevant point of contact in the consumer’s customer journey.
Omnichannel Customer Experience: The Future is Personalization
Behavioral messages , recommended products, personalized offers: online, the key to the success of an effective personalization strategy lies in the ability Retail Marketing to offer the user/customer “tailor-made” browsing and purchasing experiences , much like a good salesperson would do inside the store, offline what the user/customer expects is to live immersive experiences that are perfectly consistent with those experienced online .
Loyalty cards and loyalty programs Retail Marketing still represent one of the main tools used to connect the customer to the brand or even the point of sale and personalize offers and communications, but perhaps more needs to be done.
Personal data, interests, browsing behavior, products purchased, viewed, added or removed from the cart, categories viewed, newsletters clicked and much more: The amount of information collected online is important to personalize the experience at the point of sale and thus provide the right seller with a few more cards to play to engage and stimulate the person in front of him to buy.
The key word also in retail marketing , as we have anticipated, is personalization .
But how can we implement an effective personalization strategy, and above all how can we collect and make all this information available to the seller?
Customer Data Platform : the effectiveness of a data-driven strategy
CRM , point of sale, payment software, paper or digital forms to subscribe to loyalty cards: even for those who manage a store, there are many tools to use to collect customer data, not to mention the eCommerce platform.
Too often, however, these instruments do not communicate with each other. The result? Fragmented, partial customer information that is difficult to exploit to gain a complete view and draw a unique profile.
But how can this be done?
In such a context, in the field of retail marketing, the adoption of a customer data platform , such as Blendee, represents a significant added value because it allows to collect and integrate user data from multiple channels/sources and to standardize them at the level of a single customer view.
All this translates into the possibility of implementing effective personalization strategies both online and offline. In the latter case, sellers will not only be able to recognize the user , reconstruct the browsing and purchase history, but also offer them products that are more in line with their expectations. By analyzing the behavior of similar users, Blendee allows you to show the products that are most likely to interest the customer.
Intelligence for sellers but not only: the possibility of aggregating user data and information within a single platform also allows you to have a more complete picture of the effectiveness of your marketing campaigns from an omnichannel perspective , analyzing the contribution that offline channels can also make following drive-to-store activities.
