For retailers, it is important to understand their customers - not only based on their purchases, but also by analyzing their behavior and interactions across channels. Traditional customer segmentation based on transaction history is simply not enough to meet modern consumer expectations. Retailers now want a complete view of their customers so they can optimize their marketing strategies, improve the shopping experience and increase sales. This is where creating a 360-degree customer view comes in.
What is a 360-degree customer view?
A 360-degree customer view provides retailers with detailed insights into the entire customer journey. This means not only tracking the purchases a customer makes, but also how that customer interacts with various touchpoints, both online and offline. From visiting the webshop, clicking on specific products, opening emails to physically visiting a store - it's about collecting data from all the channels in which the customer is active.
With a 360-degree customer view, retailers can build a detailed profile of their customers, including their preferences, interests and buying behavior. This leads to a deeper understanding of what drives customers, what their needs are and how they prefer to interact and store.
The value of a 360-degree customer view for marketing and sales
By combining data from multiple channels, retailers can personalize their marketing efforts and make them more effective. These are some of the key benefits:
Targeted and personalized marketing: By understanding customer behavior across channels, retailers can develop targeted campaigns. For example, if a customer recently viewed a product on the online store, a targeted email campaign can encourage them to purchase the product. This increases the chances of conversion and improves customer engagement.
Consistent customer experience: Customers expect a consistent experience no matter what channel they use. Whether they store online, visit a physical store or interact via social media, a 360-degree customer view ensures that all channels are seamless. Retailers can track customer interactions on every channel and keep their message unified, which increases customer satisfaction.
Increased sales: By better understanding customer behavior, retailers can implement smart upsell and cross-sell strategies. Offering relevant products based on previous purchases or behaviors can increase average order value.
The power of integration: merging all channels
To truly understand the full customer picture, retailers must be able to bring together data from different channels. This goes beyond simply linking online and offline data. It means integrating data from the store, online store, mobile apps, email campaigns, social media and customer service.
This is where the power of collaboration comes in. By partnering with technology providers who specialize in data integration, such as Ternair and Valk Solutions, retailers can bring their various systems together. This ensures that the information from all customer interactions is collected and available in one convenient data source.
Nourish the store floor with insights
A 360-degree customer view is valuable not only for online marketing, but also for the physical store. Store employees can gain real-time insight into the behavior of customers visiting the store. For example, by knowing what products a customer has recently viewed online, staff can make personalized recommendations or share relevant information. This not only helps the customer more quickly and effectively, but also increases the likelihood of making an in-store purchase.
In addition, by integrating data from different channels, store associates can always have the most up-to-date customer information. This creates a more cohesive and informative shopping experience, promoting overall customer satisfaction.
How Valk Solutions supports retailers with ASPOS
ASPOS, Valk Solutions' Unified Commerce Platform, is specifically designed to support retailers in creating an integrated customer experience. ASPOS centralizes sales and customer data from all channels, from physical stores and web shops to self-checkouts and loyalty systems, in one real-time environment. This automatically creates an up-to-date and complete customer view that is immediately available on the store floor and in marketing campaigns. Thanks to ASPOS' open architecture, retailers can easily link with CDP and marketing tools such as Ternair, bringing together customer behavior from multiple sources. Thus, ASPOS enables retaislers to work data-driven, increase customer focus and better exploit commercial opportunities - both online and offline.
How Ternair can help retailers
Retailers can benefit from a fully integrated solution that brings together data from all customer channels. Ternair provides the technology and expertise to seamlessly collect, analyze and present this data in a comprehensive 360-degree customer profile.
The solution enables:
Track and combine channel behavior and interactions, both online and offline.
Gain insights that are directly useful for marketing campaigns, sales strategies and the store floor.
Develop a customer-centric approach that improves the overall customer experience while increasing sales.
By working together, retailers can easily leverage the data needed to improve their customer experience, both online and in the physical store. The 360-degree customer view enables them to develop more effective marketing strategies, increase customer satisfaction and grow their business.
Conclusion
A 360-degree customer view provides retailers with insights not only into customers' buying behavior, but also into their interactions and preferences across all channels. This creates a more personalized, consistent and relevant customer experience that increases customer satisfaction and drives sales. By working with technology partners that enable data integration, retailers can provide a seamless and customer-centric experience that helps them stand out in today's competitive retail market.
