tracking the omni-channel customer journey

Tracking the Omni-ChannelCustomer Journey

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A Holistic Approach to Tracking the Omni-Channel Customer Journey

A recent benchmark study indicated that, while omni-channel marketing is on the priority list for almost all marketers, fewer than 20% are actually implementing it in any meaningful way1. These marketers are lacking the integrated technology required to be able to fully understand the customer journey across all channels. While they may collect e-mail addresses at the point of sale, track cart abandonment on their e-commerce site and collect Facebook likes, they can’t put the three together. A holistic CRM customer profile from all channels and enhanced with associate input from Clienteling is needed in order for retail marketers and associates to gain the accurate insights they require for amazing, personal customer service and communications.

A well-designed CRM database foundation built with a flexible technical design is essential for today’s omni-channel retailers. At the base, retailers need a solid foundation of clean data, consolidated in a database which is structured to optimize analytics and campaign management. Integration of this back end analytics and campaign management environment with a front end

Today’s retailers are faced with more competition for customer loyalty than ever before. However, retailers are also equipped with new tools and technology that can be used to influence the customer journey in new ways. Gone are the days where a little black book would suffice. Technology provides the omni-channel visibility that marketers need to craft the relevant messaging that really resonates with key customers and empowers every associate to provide outstanding service. In order to remain competitive, retailers must employ a holistic approach to track the omni-channel customer journey, which means using integrated tools that enable them to grow their businesses.

02 | Tracking the Omni-Channel Customer Journey

Everyone Benefits from Integrated Retail CRM and Clienteling Solutions

• Customers

• Executives and Owners

• Retail Operations

• Marketing Operations

• Information Technology

• Store Associates

Copyright 2014 89 Degrees and Raymark Xpert Business Systems, Inc. All rights reserved.1 The Relevancy Group Executive Survey, 674 Marketers in the US and UK, 4/2010

clienteling solution designed to minimize data replication provides additional benefits by utilizing the people who know your custom-ers best, your associates, to extend the customer profile.

A holistic approach to customer relationship management em-powers retailers to connect with customers and prospects on an individual basis to drive customer acquisition, retention and value enhancement.

The Omni-Channel Customer Journey

The customer is at the center of the holistic retail customer rela-tionship management solution. The associates in the store are a valuable resource with regards to building customer relationships. An integrated solution will connect the store associates with the customers in a powerful way.

Regular outreach communications from store associates will provide the personalized, high touch engagement that today’s customers demand. Some examples of ways that an integrated solution can be used to enhance customer relationships include:

• Real-time alerts to store associates when someone in the as-sociate’s book visits the retailer’s website, enabling a well-timed courtesy call.

• Trigger messaging and inclusion in an offer stream that includes a predictive model to determine the type of offer they should re-ceive when new merchandise arrives that is on the customer’s wish list or preferred brands list.

• Key customer metrics views in the context of their engage-ment not only across digital channels, but based on their level of engagement with the store associates.

A Connected and Empowering Experience for all Stakeholders

Tracking the Omni-Channel Customer Journey | 03

Before DuringBefore the sale, attract visitors and drive traffic with targeted marketing activities, personal communications around products, services, events and prepare for upcoming visits by reviewing customer profiles.

Maximize the data gathered while face-to-face with the customer. Collect preferences, lifestyle information, wish lists, and more. Provide intelligent product recommendations, up-sell and cross-sell, and personal offers. Look up history, sizing, and verify contact information.

AfterKeep the relationship active by sending thank you e-mails or letters, confirming deliveries, and following up on replenishment items such as cosmetics, etc.

Copyright 2014 89 Degrees and Raymark Xpert Business Systems, Inc. All rights reserved.

Cate’s sales associate, Jasmine, uses her tablet to complete the transaction and to create a profile for Cate without ever leaving her side.

The information Jasmine collects at the point of sale and in the clienteling application is used to create Cate’s CRM customer profile.

1 2 3

STORE VISIT

ASSOCIATEE-MAIL

MARKETING OUTREACH

Cate is in the neighborhood and stops by the store.

She spots a designer coat she loves, and

decides to purchase it.

Jasmine follows up with a thank you

e-mail that includes a link to a scarf she

recommends.

Cate receives an e-mail about a trunk show for the same

designer as the coat she recently

purchased.


The Omni-Channel Customer Journey

When Cate receives the e-mail, open and click data are captured and loaded to Cate’s CRM profile.

This information can be used by the marketing team for re-targeting or segmentation. Associates can also use this data to personalize their communications with customers and determine the most effective channels.

The e-mail includes a personalized link directing Cate to RSVP with Jasmine.

Open and click data are captured and loaded to Cate’s CRM profile.

Marketers can use this data to continually refine communication strategies.

Cate is 33, and she lives in New York City. She is recently married, with no kids yet. She is fashion forward, with an interest in design and a passion for quality. She is connected with technology, but not obsessed.


Cate’s Facebook profile, site visit and pageview data are captured and loaded to Cate’s CRM profile.

Social profile and web interaction information data can be used by the marketing team for re-targeting or segmentation.

4 5 ...

WEBSITEVISIT

STOREVISIT

AND BEYOND!

Curious about the trunk show, Cate visits the website to peruse the designer’s latest

collection. She creates an account with her

Facebook credentials.

Cate returns to the store for the trunk show, but decides to purchase some cosmetics instead.

This is only the beginning!

Cate is helped by an associate in cosmetics who collects more information about Cate’s preferences to enhance her customer profile. She takes note that Cate is preparing for a special occasion: her wedding anniversary.

Marketers and associates can use this new information to personalize follow-up communications.

When different teams in the retail organization are armed with the right tools and technology, they can work together in harmony to exceed customer expectations.

Tracking the Omni-Channel Customer Journey | 05



Strategic Segmentation

An end-to-end segmentation process that provides both behav-ioral and attitudinal insights into the customer, enabling not only improved marketing, but insights that can aid merchandising and operations.

Enhanced Loyalty Program

Combine in-store and at-home engagement elements together with additional technology enhancements such as in-store alert & messaging via mobile device as the consumer walks into the store. This could alert an associate that their customer has arrived in store or message directly to consumers who are not working with an associate.

Marketing Optimization

Leverage marketing optimization software to take the guesswork out of offers and relevant communications.

Recommendation Engine

Intelligent product recommendations are best performed taking into account four key elements:

1. History of the client’s purchases, preferences and previ-ously viewed products.

2. Propensity of similar customers buying decisions.

3. Product availability.

4. Merchandising directed recommendations (i.e. coordi-nated products).

Social Media Enhancements

Social media is the future of clienteling. Not only can customer profiles be enhanced with social data, such as likes, pins, tweets, and more, but the ability to engage in conversation with custom-ers via social media provides an added benefit of extended social reach, since friends and followers of customers will also view the message.

Customer-Facing Integrations

The power and reach of clienteling can be extended when cus-tomers are provided the ability to manage their own profile data and interact with the associate not only in the store, but also at home or on the go. Examples include a customer-facing mobile app or website where customers can request appointments, manage wishlists and product preferences, update contact information, add photos of their own closet item to their “virtual” closet, etc.

What’s Next? The Next Steps after Implementing a Holistic Customer Relationship Management Solution

About 89 Degrees

89 Degrees is an agency that specializes in customer engage-ment strategy and execution. Their results-oriented services combine database expertise, marketing analytics, technology integration, and creative as a means to connect consumers and brands for maximum engagement and ROI. 89 Degrees enables multi-channel success across a number of key verticals. www.89degrees.com

About Raymark

For 25 years, Raymark has been empowering retail with leading-edge enterprise software solutions that help the world’s most prestigious international retailers optimize stock turns, build cus-tomer loyalty, and increase sales. Raymark develops and markets the ultimate suite of flexible and interconnected applications deployed in a centralized environment and offers professional turnkey solutions including implementation, training and cus-tomer support. www.raymark.com


Created March 2014

Raymark5460 Côte de Liesse Montréal, QuébecCanada H4P 1A5T: 1-800-346-7296F: 1-514-737-0014E: [email protected]: www.raymark.com

89 Degrees24 Burlington Mall Road, Suite 610Burlington, MassachusettsUSA 01803T: 1-781-221-5400F: 1-781-229-0542E: [email protected]: www.89degrees.com

tracking the omni-channel customer journey

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