Partner Article

3 Common Headaches Online Retailers are Experiencing Today.

1. ’We collect data now, but don’t do anything with it.’

Many retailers have put some sort of CRM platform in place to collect the data their customers give them; names, emails, phone numbers, purchase history, etc. It was clear that this information was going to be useful, however, many retailers never figured out what to do with it. Soon those daily, weekly, monthly records turned into big data that would take time, money and analytics muscle to make sense of and draw insights from.

PureClarity has taken that headache away from the retailer. Prior to utilising the PureClarity personalisation software we can input any historic data and the AI Engine will instantly start placing customers into relevant behaviour profiles.

2. ’We want to connect our online and offline marketing campaigns.’

Another pain point that has become a trend is the disconnect between some retailer’s offline and online marketing. Once a customer leaves the website having either made a purchase, browsed or even left after placing items into their shopping basket, retailers seem to lose touch or sight of those customers.

PureClarity has managed to connect those dots, the marketing becomes much easier for the retailer and more relevant for the customer. Instead of sending the same promotion to all customers, retailers are now empowered to highly personalised and relevant offers to segments of customers that resonate better with each individual, whether that be a ‘thank you’ email with additional relevant recommendations, a promotional email encouraging a customer to fulfil their order with additional relevant recommendations or a simple reminder trying to connect with customers that haven’t purchased from the retailer in a while.

When a customer feels a business truly understands their needs, they become much more loyal to that business.

3. ’We want to know our customers better.’

The third challenge that we hear a lot is a seemingly simple one; getting to know customers better and delivering that personable experience online that is delivered in store.

This challenge has many retailers baffled because, until recently, all customers experienced exactly the same view or same offer whether it was relevant or not when shopping online. At best customers have been placed into a behavioural category that is still too vague.

The key to delivering a personalised experience is to deliver RELEVANT offers to the right people at the right time. Each customer is different: they may be first time visitors or loyal customers, they may live in the US or Europe, there are many more variables such as age, sex, likes, dislikes, interests, or even patterns for when someone prefers to shop. These are the areas, which we have worked hard to excel in and PureClarity will help retailers overcome this issue via the process of using a customer’s behaviour to promote, place and display products to maximise retail sales revenue.

Once this is done, follow through is the key. Making changes, based on these insights and buildingmultiple behavioural profiles that improve the customer experience will make the experience a personable one and aid the retailer in the road to connecting with the customer once more.

This was posted in Bdaily's Members' News section by Annabel Paton .