Knowing your customers, understanding their needs and proposing a personalized service are the main objectives of today's marketing departments. Data, or the gathering of user information, is at the heart of corporate strategy.
As technologies and user expectations continue to evolve, it is essential for companies wishing to remain competitive to constantly evolve and adapt in terms of offerings, solutions and pricing.
Retailers are not immune to this phenomenon. On the contrary, by integrating information, evaluating and analyzing the sector in which they operate, they can :
- Better anticipate customer needs
- Identify new segments likely to be interested in their products
- Discontinue certain unprofitable offers
- Gain a competitive edge
Whether B2C or B2B, most retailer services (marketing, sales, logistics and delivery, customer service, after-sales) are data-driven. A long-term customer relationship is now based on the information gathered throughout the customer journey.
In addition to the challenges of collecting accurate, correct data at the right time, the retail market must adapt to the phenomenon of digitalization of points of sale, also known as web-in-store, or "phygital".
The digital transformation of stores and stores is inevitable in order to anticipate all the new needs of consumers, whether in terms of usage, experience or purchasing behavior.
In fact, by 2020, more than 2 out of 3 shoppers will have had 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 consulting online reviews and comparing prices on other platforms. What's more, we're witnessing a new phenomenon: after visiting a store, consumers make their purchase online.
Phygital offers a global user experience, covering all possible channels of contact and communication. It meets the new challenges of the distribution and retail sectors:
- Improving the consumer experience
- Gathering data to increase customer knowledge
- Personalizing the point of contact and the offer
- Distinction and competitive advantage
- Sales growth and optimized profitability
By enabling retailers to offer Right on Time (the right product, the right price, the right promotion to the right person at the right time), digital transformation clearly impacts customer numbers, loyalty and satisfaction throughout the customer journey.
The use of digital tools in points of sale, combined with feedback from e-commerce platforms, generates massive amounts of user data: traffic, visit times, affluence, visits, basketing, average number of items viewed, number of sales, Click & Collect transactions, Drive share...
Retailers need to set up integration, processing, measurement and analysis processes to ensure they make the right decisions.
DATA ENSO's expertise can support you throughout the entire process, from auditing your systems to implementing the solutions best suited to your needs.
We can help you define your Data Quality strategy and optimize your data collection tools(online forms or asynchronous enrichment). The success of this commitment is closely linked to the implementation of monitoring indicators integrated into the selected solutions.
We propose to intervene on the following points:
- Reliability of collected data: data entry assistance, automatic correction in real time
- Verification of the veracity of collected data: real-time email, telephone and company verification tools
- Enrich your databases: retrieve company information sheets with few initial fields to complete
- More fluid collection systems: fewer steps to fill in
- Cleaning and correcting your existing data: batch solution
