Close the gap between online and in-store customer experience
Real- time analytics – the missing piece
When we discuss real-time analytics we find ourselves focusing on e-commerce businesses and how it is a hub for harnessing customer data.
Giving e-commerce businesses a wealth of information about their online customers. This information aids understanding and the ability to deliver an exceptional customer experience.
A good customer experience is crucial for brands to stand out in today’s noisy marketplace. This applies to both online and bricks and mortar businesses.
However, businesses are struggling to replicate this use of data analytics in Bricks and Mortar, leaving a huge gap between customer experience online and in-store as well as a knowledge gap for businesses.
Despite understanding customer behaviour online, businesses don’t understand customer behaviour in-store. Meaning there are inconsistencies in their findings as a result. For instance, if a customer researches a product online and fails to convert online, however, purchases in-store. The business focusing on web-analytics only get one side of the analytics.
Therefore it is a false representation of customer’s behaviour. According to Forrester, 45% of retailers feel that they are not able to understand online touch points and the interplay with in-store behaviour.
How do you close the gap?
Incorporating real-time analytics into Bricks and Mortar is essential to close the gap, delivering an Omni-channel experience and maintaining growth. By including integrated digital technologies in-store businesses can capture customer data from multiple touch points throughout the store and analyse the data.
Using integrated Loyalty software retailers can harness data from various touch points throughout the store, analyse the data and use these insights to reward and engage customers in the right way.
Other digital technologies to both capture in-store customer analytics and influence customer behaviour while in-store. These include guest Wi-fi, Geolocation technology, I-Beacons, NCF compatible payments, Mobile payments, tablet technology and digital advertising.
Retailers must align their marketing and rewards to the customer and understand their customers across multiple touchpoints in order to deliver a customer experience customers appreciate.
Embracing digital technologies, particularly integrated software, in-store, will ensure retailers are capturing real-time data that is actionable. Leading to a greater customer centric business strategy that can help create an excellent customer experience.