data transformation + digital transformation = customer experience transformation

To stand out from the vast multitude of loyalty programs and shopper marketing campaigns, you need to distinguish yourself through marketing strategies centred around your most important asset: your customers.

As data and technology innovations emerge at an ever-increasing rate, customer expectations follow suit. No other year has brought about more changes to customer behaviour than 2020!

With the shift in customer engagement channels and the lack of physical connection, brands and retailers need to be laser-focused on delivering value to their customers in an agile way – meeting them wherever and however they decide to engage. This requires the precise co-ordination of the full customer experience to deliver hyper-personalized moments using data, technology, and analytics to inform every interaction at every point of contact. Starting with the product itself and continuing across the entire customer life cycle from awareness to consideration, to purchase, to service and loyalty.

predictive analytics for shopper marketing

To achieve this, you need a blueprint for developing, managing, and delivering a customer-centred approach to take you beyond marketing to the transformation required to meet the needs of customers across marketing, sales, commerce, and service.

The globe has been permanently impacted by the pandemic, but retailers who had already welcomed data and digital transformation were well-equipped to meet customer experience needs and expectations, and have potentially flourished. Unfortunately, those who haven’t, have fallen behind.

There is, however, still opportunity to catch up, starting with investing in data and technology. More than ever, retailers need to bring together a holistic, 360-degree view of their customers. Market forces such as privacy regulations, the death of third-party cookies, the rise of artificial intelligence (AI), machine learning (ML) and predictive analytics, and the emergence of cloud platforms, are causing a shift in our approach to customer centricity, away from reliance on third-party data towards the predominance of first-party data and identity.

And therein lies your greatest opportunity…

Retailers need to maximize their first-party data assets through more beneficial interactions with customers and leverage strategic partnerships to deliver second-party data. This requires a blueprint for data maximization that includes new customer experiences, incentives, and a strong infrastructure founded on enterprise-level identity management capability.

The greatest opportunity for retailers today, is customer experience transformation through the execution of customer-centred strategies and infrastructures…

The recipe for customer experience transformation:

data transformation + digital transformation = customer experience transformation

  • Data transformation is the privacy-safe acquisition, management, analysis, and activation of valuable data informing customer experiences in real time. Due to the developments in technology, retailers are working with increasing amounts of first-party data about their customers. To make good use of this data you need a platform utilizing AI and ML to enable this data to work for you efficiently and effectively (we will go into more depth about data transformation in our next post).
  • Digital transformation is the design and delivery of customer experiences that are both contextually relevant and personally informed. Central to managing your customers’ experience is technology such as predictive analytics that allows greater understanding during customer interaction, providing insight into why the customer is engaging, and providing answers as to how you can best serve this relationship at any point in time. This customer-first approach needs to be carried through all planning, messaging, and execution.
  • The resultant customer experience transformation refers to innovation of the complete customer experience, driving competitive differentiation with significant results. To achieve this, disparate retail functions need to harmonize through a true customer lens, effectively running multiple strategies concurrently which adjust themselves to pursue common goals. Producing outputs that really matter, quickly and collaboratively, requires the enterprise agility of ShopperLogiQ.

predictive analytics

To enable this formula to function successfully, it needs to be built on a foundation of organizational adaptability where all retail functions required to achieve this, operate as a connected ecosystem. Retailers need to become more customer-centric, with silos across the organisation (e.g., marketing, sales, commerce, and customer service) working in unison to deliver a transformed customer experience!

Customer experience transformation transcends just marketing, spanning the entire organisation. ShopperLogiQ gives you the tools to do just that.

Do you want to see ShopperLogiQ in action? Book a free demo today!

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