The potential for omnichannel analytics, part 2 of 3
This series continues with a description of the components that need to be in place to take full advantage of omnichannel analytics
In part 1 of this series, I described the value of analyzing customers holistically across channels as a critical part of a successful omnichannel strategy. All the technology exists today to gather insights like these, but it is not used holistically at scale. For a comprehensive picture of the customer environment, retailers need these pieces in place.
- Full-feature web site analytics. These tools are considered to be a best practice among e-commerce professionals and it’s likely that any serious omnichannel retailer has met this requirement today.
- Comprehensive in-store analytics. Systems like RetailNext can measure and communicate in-store customer behavior at the same level of detail provided by the e-commerce systems.
- A robust, location-based mobile app. By giving shoppers good motivation to download and opt in to your location-based mobile app, you can begin gathering insights into when they come to your stores, which stores they go to, and what they do there. Compelling location-based functionality includes providing directions to your stores (where’s the nearest store?), providing directions inside the stores (where’s the product I want?), and real-time offers (what products in this aisle are on sale right now?).
- In-store messaging systems. Increasingly sophisticated systems that automatically interact in real time with customers based on individual demographics or identity can turn your store into an intelligence-driven, optimized selling environment.
- Good reason to connect accounts. Offer your customers motivation to connect their mobile app usage to their online accounts and attach those in turn to their in-store loyalty cards. And then give them a good reason to tie in their Facebook and other social accounts. This gives you the ability to truly correlate behavior across these channels and build a complete picture of their effect on the market.
Once you have these pieces in place, you can become a truly data-empowered retailer. In my next and final post in this series, I’ll take you through the scenarios for some of the neat tricks you can accomplish that would not have been possible without complete omnichannel usage data.