Knowing and understanding your customers’ needs and providing a customized service are the main objectives of today’s marketing teams. Data collection, or the gathering of user information, is now at the heart of corporate strategy.
Technologies and users’ expectations are constantly changing, and companies must constantly evolve and adapt their offer, solutions and prices to stay competitive.
Retailers are not spared from this trend. Quite the contrary, integrating information, evaluating and analyzing their sector of activity allows them to:
- Better anticipate customer needs
- Identify new customer segments likely to be interested in their products
- Discontinue offers that are not profitable
- Gain an edge over the competition
Most B2C and B2B retailer services (marketing, sales, logistics and delivery, customer service, after-sales service) are data-driven. A long-lasting customer relationship depends on the information gathered throughout the customer’s journey.
Besides the challenges of collecting accurate, timely data, the retail market has to adapt to the digitalization of points of sale, also known as web-in-store, or “phygital”.
Shopss and stores need to adapt to the digital revolution to anticipate new consumer needs regarding usage, experience and buying behavior.
In 2020, more than 2 out of 3 shoppers used both a digital and physical journey to make their purchases. Consumers no longer hesitate to pick up their smartphones in store to find out about products by checking online reviews and comparing prices on other platforms. Furthermore, we are witnessing a new phenomenon: consumers make their purchase online after visiting the store.
Phygital provides a global user experience, covering all possible contact and communication channels. It meets the new challenges of the distribution and retail sector:
- Improve the consumer experience
- Data collection to increase customer insight
- Customize contact point and offer
- Set yourself apart and gain a competitive advantage
- Increase revenue and optimize profitability
The digital transformation allows retailers to offer Right on Time delivery (the right product, the right price, the right promotion to the right person at the right time) and clearly impacts the number of customers, their loyalty and their satisfaction throughout their journey.
The use of digital tools in points of sale, associated with the feedback from e-commerce platforms, generates massive user data: traffic, visit time, affluence, visits, shopping cart purchases, number of average items seen, number of sales, Click & Collect transactions, Drive share…
Retailers need to set up integration, processing, measurement and analysis processes to be sure to make the right decisions.
DATA ENSO supports you throughout this process, from auditing your systems to providing you with the most appropriate solutions to your needs.
We help you define your Data Quality strategy and optimize your collection tools (online forms or asynchronous data enrichment). A successful outcome is closely linked to using the monitoring indicators built into the selected solutions.
We can intervene on the following points:
- Improve the reliability of the collected data: data entry assistance, real-time automatic correction
- Check the accuracy of the collected data: email, phone and company verification tool
- Enhance your databases: retrieve company information with few initial fields to complete
- Streamline your collection systems: reduce the number of steps
- Clean and correct your existing data: batch solution