Employing a Single Customer View in Retail
Retailing has changed dramatically over the past 20 years, and it continues to change on a nearly daily basis. While years ago a customer’s primary ways of interacting with a retailer was either via the showroom or the catalog, today those options include a website, mobile apps, marketplaces, a number of social media channels, among others. And along with the increase in the number of ways consumers have to interact with retailers comes a corresponding increase in the amount of information retailers can access about their customers, including geo-demographic, points of interest, search patterns, social posts, etc.
To stay competitive, retailers need to understand their customers from a multichannel perspective to deliver a consistent omnichannel experience, communicating with them no matter who and where they are and being able to provide the right information at the right time throughout all stages of the buying process.