Big Data Means Leveraging All Customer Channels

Enhancing the multichannel consumer experience should be the focus of all retailers (especially brick and mortar retailers).

Enhancing the multichannel experience for consumers will equate to a powerful driver of sales, customer satisfaction, and loyalty.

Retailers can use big data to integrate promotions and pricing data from shoppers seamlessly, whether those consumers are online, in-store, or perusing a catalog.

Williams-Sonoma, for example, has integrated customer databases with information on some 60 million households, tracking such things as their income, housing values, and number of children. Targeted e-mails based on this information obtain ten to 18 times the response rate of e-mails that are not targeted (lifting conversion rates by as much as 30%), and the company is able to create different versions of its catalogs attuned to the behavior and preferences of different groups of customers.

“Targeting customers with perfectly customized recommendations at the right moment across the right channel is sales and marketing’s holy grail.”

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Posted in Data.

Tagged with big data, multi-channel, target marketing.

2 comments

By Jim Kaskade – January 10, 2012

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Continuing the Discussion

Consumer Experience is Key – Jim Kaskade linked to this post on April 24, 2012
[...] Is it possible to capture ALL customer experiences? ALL customer channels? [...]
Social Media Schema Mapping: Increasing the Power of Data | Infochimps Big Data Platform Blog linked to this post on September 12, 2012
[...] This case study illustrates how easily data value can get lost when working with diverse data sources. Most importantly, it highlights the benefits of successfully solving the inherent challenges and the variety of tools and expertise necessary to do so. Merging six different schemas into one semantically-consistent structure dramatically increases the power of data. When data is unified, effective data integration and processing is possible. A recent blog post by our CEO Jim Kaskade, further highlights the advantages of unifying and integrating data: Big Data Means Leveraging All Customer Channels. [...]