Multi-channel retail is now the core operating model in this sector as shoppers expect to research and buy in-store, online and via mobile. A recent DataIQ Breakfast Briefing looked at the challenges presented by this behaviour, particularly around data quality.
Clicks and mortar is no longer an optional strategy for retailers - it is now the default business model. Integrating routes to market - store, web site, mobile web, catalogue, telephone - is among the biggest challenges being faced in this sector. As shoppers increasingly assume that a retailer will know then everywhere, the pressure is on to create an effective single view of the customer.
It is a task which Stuart Crawley, head of CRM at White Stuff, knows about from direct personal experience, as he told the DataIQ Retail Breakfast Briefing, sponsored by Experian QAS, in June.
As part of the CRM project he is leading, linking customers to purchases at point of sale has become a core activity which
For a business which draws as much as 85 per cent of its revenue from store sales, discovering that brand affinity is able to support the data project in this way has been significant. It also created the base from which to build a SCV combining online and offline customer activity.
With catalogues another major area of marketing expenditure, one benefit from the project will be better tracking of sales that result from being mailed. But this was not the main driver of buy-in to the programme when Crawley presented it internally.
The problems faced by White Stuff are all too familiar to Janani Dumbleton, senior consultant with Experian QAS.
She illustrated the challenges with a pen portrait of a
Enhancing data with new insights can also be a major benefit. Henry Lawson, CEO of nFluence, told the event how Westfield has revised its mobile app to include its
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