Localized Data Key Ingredient to Enhancing Your Customer’s Experience
July 3, 2015
Consumers are being increasingly local in their purchase behavior, and if you consider the fact that over 90% of retail sales still happen in physical stores, you can start to understand just how important the right localized data can be to ensuring a seamless customer experience for your target audience. In this week’s roundup, the Balihoo Marketing team is exploring how leading national brands are investing in localized data to help drive a powerful customer experience.
Marcie Ellison – Marketing Manager
Smart Data Collective: 3 Retail Companies Using Data to Revolutionize Online & Offline Shopping Experiences
As a national marketer looking to stay ahead of the competition and gain market share, connecting with your target audience is obviously key. Collecting, unifying and analyzing data to better understand your consumers has never been more important to your bottom-line. As such, many retail brands have already begun to invest in customer data platforms designed to allow them to leverage customer data to drive targeted real-time marketing, tailored and localized offers.
This article provides 13 great examples of retail brands using localized data and technology to revolutionize online and offline shopping experiences.
Amanda Cash-Crowley – Demand Generation Marketing Manager
Apparel Magazine: Using Data to Rethink Localized Assortments in an Omnichannel World
Did you know that when you walk into a clothing store the selection is likely customized for your geographic area? And we’re not just talking climate, but actual local consumer preferences as well. Kansas City customers buy more prints? More prints become available in the store.
Assortment planning is a technique used in the apparel industry most recently to hyper-localize the selection of clothing at each store. Other retail types are taking notice of its ability to build brand loyalty, increase revenue, and decrease excess inventory, and they’re applying the same concepts to their business models.
Coupling traditional information such as climate and store capacity with more contextual data such as local trends and lifestyles demonstrated on social media is a key strategy here. This article breaks down 4 steps for any retailer hoping to jump on the assortment localization bandwagon using local data points.
Lana Odintsova – Senior Managing Editor
eConsultancy: Amplifying the Customer Experience
This article does a great job of highlight just how much effort national brands need to be investing in mining local data and developing a breakthrough customer experience. The piece highlights the fact that smart companies aren’t leaving the task up to just their marketing departments, and that delivering an exemplary customer experience “requires close collaboration between [both] marketing and technology.” The author goes on to note that “in today’s digital world, brands that are successful recognize that business intelligence along with analytics are key to driving successful business outcomes…Brands are starting by identifying pain points in the brand experience journey, then investing big dollars for analytics and innovative technology which can unlock fertile grounds for potential marketing opportunities.”
To learn more about how location-specific data can enhance your target consumer’s experience with your brand, and drive more foot traffic and revenue for you, take Balihoo’s short Self-Guided Tour today.