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RESEARCH, ANALYSIS & TRENDS










































A unified commerce experience across

all channels is a must, not an option!




I probably mentioned already too often this month that the end, it's always about retailers offering their clients
due to rising customer demands, and the increasing the most convenient way of shopping, therefore, shop-
desire for free choice of the shopping channel, brands pers should be able to make use of online and offline
have to step up to the plate. So, let me at least point out channels as desired.
that predictive Intelligence can help here.
For decades, retailers showcased products without
Nothing works without mobile having any knowledge about their customers’ desires
and buying habits. Therefore, a lot of offers have been
Customers can shop today regardless of time and place perceived as dull, but fortunately that has changed with
by using mobile devices, consequently the retail land- data analysis. By now, retailers have a lot of customer
scape must align to the situation that orders are increas- data they receive, for example, from newsletter opt-ins
ingly channeled through mobile technologies and con- or at the POS, from surfing behavior or social media. A
sumers even switch between different devices. The so- meaningful linkage and analysis of such data, can sup-
lution for shops is a unified platform, as mentioned be- port the dealers in creating relevant offers for their ex-
fore, as only this way a consistent shopping experience isting and potential customers.
across all channels can be guaranteed. It is nowadays
simply too easy for consumers to notice whether their The role of 'Predictive Intelligence'
needs are seriously taken care of or where else it is
more convenient to shop. For dealers, this means using In recent years, data science has without doubt made
technology in a way that supports its customers the immense progress and many of these findings are in-
most in their purchasing decision. cluded in modern eCommerce platforms. The result is
‘Predictive Intelligence’, which allows dealers to use
Online and offline trade must be closely intertwined both Big and Small Data for sales success. The chal-
lenge is to combine the two, which means general in-
It goes without saying that this can be implemented fast- formation on a large number of customers with the indi-
er through a single, cloud-based platform, where data vidual small data information of individual shoppers.
and functions can be consolidated and managed as well Especially the subject of Small Data offers great poten-
as rapidly expanded and adapted to new challenges. In tial to predict what individual customers are really inter-
6 Asian eMarketing - December 2015 Omnichannel Marketing
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