The value of giving data the personal touch – Sunday Business Post- Azpiral

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Sunday Business post-Emma Wilson

The value of giving data the personal touch – Sunday Business Post- Azpiral

Limerick-based company Azpiral has
a proven track record when it comes to
making the most of data for retailers


Author Quinton O’Reilly Sunday Business Post 3/12/2017

The opportunities specific targeting brings to retailers are vast, and changes like GDPR can help your cause. “I don’t think anyone can survive today in retail without using your data otherwise it’s completely ineffective, retailers need to present their customers with the right offer, the right time via the customer’s preferred channel and you can’t get that,” said Emma Wilson, product market executive at Azpiral.


“We can’t emphasise enough how effective personalization has on customers and how this communication impacts on customer retention, customer loyalty and [helps] businesses’ bottom line as well.”


As far as making the most of data for retailers, Azpiral has a good track record. The Limerick-based company, which has the likes of Spar, Londis, Maxol and Topaz on its books, provides digital customer engagement tools that allow retailers to reward and target customers with personalised deals. Its technology is developed in-house, meaning that it can react and pre-empt developments in the market and adjust its products accordingly to meet demand.


When Wilson talks about using data, she doesn’t mean just broad strokes like demographic and gender.


There is now a greater focus on nanotargeting, the ability to fine tune marketing to specific people who will respond to your marketing, effectively your ideal customer. The development of different loyalty software means that one-to one marketing is a reality, and one that Azpiral and its clients have embraced.


“The main thing is being individual customers, it’s no longer a case of you can just do gender or just do an age profile, it gets very [concise] and that’s where you get this one-to-one marketing,” said Wilson.”


“Loyalty and technology sit in there in the sense that it captures data, but it also monitors behaviour in real time as well . . . [which gets] to the nitty gritty of information. Your loyalty strategy would come in there as you engage people, and encourage greater spending, returns. A lot of their clients have used strategy and technology in order to intrigue customers. That brings them back and the more nanotargeting and the more that they do with their loyalty and engagement strategy, the more information that they get.


“When people have a good experience in store, they are getting something out of it and the more our clients learn about their customers, they can meet their expectations and deliver experiences that appeal to them.”


This is essential in what is a very competitive market. There are numerous convenience stores and supermarkets fighting for the same customers and any advantage that they can get and is above board, they will use.


In a way, it’s almost trying to bring things to the day of where you would go into a local store and buy goods from someone you know. It wasn’t just a shop, it was a neighbour, friend or someone you know well because they own it.


“[For] someone going down to the local shop every day for a few bits, they more likely had a personal experience because they’re more than likely friends with those behind the counter,” she said.
“They know them, they asked about this and there was an experience in that. Regardless of what you were buying, you had a good time while you were in there and you felt that whoever was behind the counter cared.


“Now we’ve got to the stage where they’re big franchises, they’re big identities, they’ve lost that sort of personal touch, but loyalty brings that back for you.
“It brings it back to people and feeling that sense of acknowledgement and you’re giving these people business, you’re actively supporting them; it is nice to see acknowledgement and it being recognised.”


While this exact targeting brings obvious benefits, retailers have to be careful as GDPR will come into play soon.
This isn’t bad news for retailers, though, as it could show customers a greater level of transparency not seen before, and the customers you want will be the ones to respond to this.


“The customers who do opt in are your engaged customers; these are your customer base and you should be focusing on nurturing these relationships and creating all those brand advocates,” she said.


“[For] most companies, 8 per cent are their most loyal customers and they account for almost half of their revenue, so I would focus on greater opportunities for your engaged customers.


“If your focus is on your engaged customers and you’re nurturing those relationships, you’re learning more and more about your most valuable customers and what’s working.


You create insights and you have a better opportunity for nanotargeting. I do think that companies that will show that they value the individual’s privacy, are transparent about their data, and how it’s used and designing new and improved ways of managing customers’ data will build a deeper trust with customers and they’ll probably attract more [customers].


“The customers could feel reassured and opt in because they know their data is secure and is not being retrieved in any way.”



If you missed it see our previous article in the Sunday Business Post.

Sunday Business Post – Azpiral interview -Tech to meet clients halfway

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