Everyone knows that the retail industry is being transformed by digital, analytics and big data. Winning requires continual data-driven experimentation and transformation.
Shortened time from idea-to-app is a constant challenge.
Evidence of this “digital disruption” by category are mounting every day. Wal-Mart closes 269 stores as it retools portfolio to compete with online natives like Amazon.com. Macy’s said that it will shutter over 36 stores as store traffic declines faster than expected, and Finish Line said that it would close 150 stores by 2020. Gap, J.Crew, American Apparel, Sears and Kmart are all facing similar headwinds.
Starbucks CEO Howard Schultz laid out his thoughts on the future prospects for retail business, “three years ago we began to envision that there would be a seismic change in consumer behavior, and that seismic change was due in large part to e-commerce, omni-channel and smartphone shopping.”
It’s fascinating to watch retailers trying to shift tech/platform strategies to deal with digital disintermediation, showrooming, asset-light models, physical-to-digital channel integration, mobile shoppers, same-day delivery/fulfillment, programmatic targeting, online native models and now the new buzz.. virtual and augmented reality.
Several retailers have invested in Big Data and Hadoop platforms to mine massive volumes of structured transactional, operational data and unstructured data—web logs, clickstream data, geo-location data, social interactions and sensor data.
While most retailers understand the mega-shift and seems to know what to do….they are unable to execute consistently or effectively. A talent gap in many cases. A platform gap in others. Others are hindered by legacy IT systems or don’t have the necessary technology capabilities in place.
I think the digital induced pain is going to get worse in 2016 and 2017. Consumers will continue to diversify their retail activity across channels in search of the best value, forcing retailers to spread out their digital investments. This puts additional stress on execution and leadership.
- Where do customers abandon the shopping process? Is it the same in every geography?
- Audience of One…. Who are your fans versus haters in the marketplace?
- How do customers feel about your products? How engaged are customers with your brand versus your competitors’ brands across social media and web channels?
Fortune 500 companies are making large investments around Programmatic Marketing, Sales and Service (“marketing that learns”). Programmatic marketing is the application of automated technology through which media buyers and sellers may align organizational processes in support of ongoing, channel-agnostic customer engagement (and to allow for the continuous optimization of that effort as business strategies evolve) in order to drive revenue.
One of most often implemented use case in Programmatic Marketing is customer journey mapping and analytics.
Why? Because, deciphering the nuts-and-bolts” of individual customer journeys online (and deducing intent) is core to improving customer experience and driving brand loyalty.
Specifically, the objectives are:
- Visualize and map the end-to-end customer journey by personas
- Optimizing on the right journey attributes to increase yields by >30% lift… Uncover the right combination of web, mobile and physical channels, content and experiences that best achieves the target goals
- Enable marketers to identify journey bottlenecks for individuals and aggregates
- Leverage actual behavior data to enhance and personalize the experience for each individual customer