5 Top Tips to Tackle GDPR

GDPR can be a little daunting, especially to small businesses that don’t have the resource to analyse and implement a compliant procedure. There is so much information out there it’s hard to define what needs to happen.

However, the main concepts and principles of the current data protection act don’t differ too greatly to the new law, therefore if you’ve already got a comprehensive procedure in place that’s a great starting point you’ll need to enhance some elements and change a few points along the way. In particular the new law has greater emphasis on the data controller’s documentation and the individual’s rights.

Here are our 5 top tips:

Communicate

Ensure that you communicate within your business about the impending change to the law. Having input from key stakeholders within the business can help to identify risk of compliance. If you have a team working together from different areas of the business then you’re likely to uncover any problems quickly.

Ensure you designate a Data Protection Officer if you carry out large scale systematic monitoring of individuals and large scale processing of special categories of data or data relating to criminal convictions and offences. The role of the DPO is to implement procedure, be accountable for the processing of data, to monitor compliance of GDPR and data law and be the first point of contact to supervisory authorities and the individuals whose data you process. However, allocating a GDPR project manager will be very beneficial in reaching compliance if you are a small business and you do not carry out any of the above.

Some aspects of GDPR will have more of an impact on businesses than others so with a team of key personnel you’ll be able to highlight which parts will have the biggest impact and then prioritise your planning.

Take a step back

Yep! It’s time to take that famous step back to audit and document the personal data you currently hold, this includes customer data but also employee data and why and how you process it. You must ensure that the data is correct, in date and relevant. If you have any incorrect data this needs to be rectified and documented. This is also proof for the GDPR’s accountability principle, you must be able to show your path to compliance which brings me to the next tip……….

Create policies and procedures

If you have policies and procedures or not, you’ll either have to create from scratch or adapt what you have to ensure you’ve taken on the new changes in the law. If you have all the relevant documentation for your data processing you’ll be able to prove your compliance quickly and easily.

Get consent

I’m sure you already gain consent to record and process data but you’ll need to review your messaging and ensure the following:

  • Be granular, clear and specific
  • Make sure the message is prominent and not hidden or in small type
  • Include a positive opt in – the individual needs to physically tick or sign to give consent
  • Properly documented
  • The ability to easily withdraw

Clarity is King!

You must be transparent in your privacy notices about what data is held, how it is used and for how long it will be held for. Clearly state the above and make sure it’s easily accessible to the individual so they fully understand how their data is stored and processed.
You need to include the following:

  • Your lawful intention for processing the data and how it might be shared
  • How long you will retain the data
  • The individuals rights: to complain to the ICO, to request access to their data free of charge in a commonly used format and within one month, to request correction or deleting of data and to object to data processing

These tips just scratch the surface of what the new law implicates, but this gives you a framework to tackle GDPR within your business. GDPR not only effects marketers and retailers, it effects any business that processes data. These tips come from how we’ve approached the changes in data law that GDPR is enforcing.

For detailed resources visit the ICO’s Guide to the General Data Protection Regulation (GDPR)

If you’re a small retail business looking for help then please contact our sister company Digital Team on Demand who will be able to swoop in a GDPR hero to help you plan for compliance by 25th May 2018.

Note that this blog post is not intended to construe legal advice or offer comprehensive guidance on GDPR. This is just our professional opinion.

Onwards and Upwards

And just like that January was over, we’re all eating pancakes and love is in the air!

It’s safe to say that it’s been a bit doom and gloom in the world of retail last month. Looking back at 2017 in a haze as many retailers (but not all!) report a disappointing end to the year.

 

It’s now February so let’s not let all that news bring us down! There’s also a great deal to look forward to as we continue to march into 2018 with arms wide open and prove that retail can overcome the many obstacles it faced in 2017.

Here’s what we’re excited about:

Artificial Intelligence for the marketeer

Proper Sci fi geekery alert! Yes we’re at that point in time, artificial intelligence is now becoming the norm and something retailers are going to have to open their minds to if they want to be competitive.

It’s a bit mind blowing really, there’s now too much data for the human brain to handle on a daily basis which means we’ve needed to bring in the big guns and ask for a little help from the robots.
Using technology such as machine learning and deep learning methods can be hugely beneficial to brands, it’s basically adding brain power to your business that doesn’t sleep.

Machine learning and deep learning methods can assist data analysts to help recommend optimisations to content to improve organic search as well as detecting patterns in real-time to give marketeers an advantage at understanding customers, competitors, or market changes – turning insights into action!

If you want to read more about AI we recommend the following:

“artificial-intelligence-and-machine-learning-what-are-the-opportunities-for-search-marketers”– Search Engine Watch
“innovation-how-can-brands-keep-up-with-unpredictable-audiences” – The Drum

Understanding the customer even MORE

It’s no secret that retailers, especially if they haven’t already, need to get to grips with their customer data to stay ahead of the curve. Many retailers out there still don’t understand their customer’s behavioural patterns, needs and desires and this needs to change.

It’s time to dig deep into the data and updates in Google Analytics are allowing marketer’s to do this on a daily basis. The standard report function now enables more insight into user-level behaviour within sessions, User Explorer has been re-vamped to include lifetime metrics and dimensions for individual users, marketers can create audiences and publish them for analysis within the platform which enables comparison between different audiences over a period of time and finally conversion probability – Google can now identify recent site visitors with the highest probability of a future conversion by analysing historical data and automatically identifying the patterns between variables within sets of high-value customer. We’re in analytics heaven!

#BFF

We read a great article from Econsultancy last month explaining how the ‘working backwards method is key to superior customer experience’. We’ve been thinking this for a long time now and working with our clients to better understand their customer profiles before implementing any kind of digital strategy. Addressing their customers’ needs/desires and problems using the insight provided by the data.

In 2018 brands should be able to predict their customer’s behaviour even before they can, getting to know them inside and out, essentially becoming their #BFF.

GDPR

Ok…this one isn’t as exciting BUT very important and ties in nicely with the necessity of customer data. It’s the talk of the town and we all need to get prepared for 25th May 2018.

The regulation is there to protect EU citizens from privacy and data breaches in an increasingly data-driven world. It isn’t new but it’s the latest evolution of regulations on data privacy and protection so if your business is already compliant with the Data Protection Act you should be most of the way there.

We will be dedicating one of our next posts to GDPR, so watch this space……

Let’s not put our heads in the sand after a tricky year, let’s keep them high and rise to the challenges that 2018 will bring.

Remember, the customer is always right!

Tips to help retailers win in 2017

With today’s warnings from high street bell-weather, Next, on the challenging year ahead, there’s no denying that the perfect storm of economic climate, tighter spending belts from cannier consumers and shifts in the sale seasons we’ve seen as the UK embraces Black Friday, has had a knock on effect on Christmas shopping patterns and a detrimental impact on retail revenue this season.

It’s now more important than ever to have a solid January to make up any shortfall from Christmas and put good foundations in place for a successful 2017.

We’ve put together some tips for retailers to get 2017 trading off to a good start:

Do you really know who your customers are?

The key to successful retailing, is of course, acquiring and retaining the right type of customer for your business. This is, in turn, reliant on being able to identify who they are and how to attract them.

When was the last time you had a look at your transactional data to explore who your best customers actually were, what they buy from you, how often and what they actually want from your product range and marketing?

If you don’t know that now, with 2017 set to be another fierce year competing for consumer £££s, you must spend January digging into your data and learning everything you can about your customer.

Don’t market to your customers – give them a great experience!

The luxury retail trend of providing customers with a fabulous in-store experience has finally filtered onto the high street, with TopShop and John Lewis both launching in-store facilities that brought the shopping experience to life in 2016. Creating a shopping ‘environment’ isn’t a trend that is going to go away, it’s how clever retailers now ensure retention of happy customers and it’s not confined to bricks and mortar.

When you know what your customer wants from you, emulate that experience online. Is excellent customer service more important to them than price? If so, invest in live-chat, or a better presence on social channels to answer customer queries. Do your customers ask friends and family for advice before committing to a big purchase? If so, make sure your reviews are showing up in your internet search results or work with key industry influencers to give you that editorial cache.

Most importantly, do you have the right team to deliver?

Does your existing team have the skill set to cope with the shifts in consumer expectations and the cannier digital execution needed to retain them?
Digital disciplines established in silos for years; SEO, social media, affiliates and PR are seeing a convergence like never before and you may find that a team that was previously structured beautifully now has glaring gaps from those experts who can see the bigger picture of what a customer wants and have the ability to develop quick solutions to provide it.

Use January as a time to take an objective look at the team you currently have in the business and identify where you may need to skill up.

With these foundations in place, you can look forward to 2017 and coping with all the retailing challenges it throws at you.

Using the Christmas rush to build 2017 sales

For most retailers, the run up to Christmas is a very busy time, when sometimes planning and strategy fly out of the door to be replaced by ringing tills and fast and furious seasonal transacting.

But approached with thought, your Christmas rush doesn’t just need to be a short sharp peak in your annual sales figures, but can be coaxed into something a lot more meaningful for your brand.

In this blog post, we look at 3 simple tips to keep your Christmas rush paying throughout the year.

Collect, collect, collect:

Make your data collection process as quick and simple as possible.

For ecommerce retailers, as well as collecting data during the check-out process, ensure you enable relevant pop up data capture points at key areas on your homepage and as browsing customers leave the site.

For bricks and mortar retailers, investigate how you can capture email addresses along with transactional data at till point. Can you email your customers a receipt? In its simplest form, can you ask customers to leave their email addresses while the transaction is going on, with the offer of January discounts?

Ensure the process is as easy as possible, so your full time staff can fit it in to the conversation at a busy till point and seasonal staff don’t feel awkward asking. If relevant for your business, reward staff for the number of email addresses and data captured to keep that data being collected.

Segment, segment, segment:

Once the Christmas rush is over and we’re in the February lull, take the time to look through the transactional data and see what sparkly Christmas treasures it holds.

For online retailers and those bricks and mortar stores who were able to capture data electronically at till point, you should be able to segment Christmas sales into at least three simple segments:

  • Existing customers buying more at Christmas
  • Brand new customers who have never bought before
  • Those who bought last Christmas and came back for more

Each of these segments can then be nurtured with different messaging over the coming months to turn them from Christmas customers into loyal, year round shoppers:

Existing customers – communicate your thanks, ask them if their friends and family liked their gifts, (or if they enjoyed their own Christmas treats!). Offer them a friends and family incentive for those who they bought gifts for, or a thank you offer for being such a loyal customer (to coincide with any SS17 collection, obviously…).

Brand new customers – welcome them into an engagement programme, share with them your social and blog content, involve them in what you’re doing as a brand and motivate them to return to purchase.

Christmas (or sale) only customers – ask them why they don’t shop with you at any other times of the year, you’re sure to find out something useful; thank them for their input and pop them on the back burner to re-invigorate at your next sale period or Christmas.

If you can’t segment, just say thanks:

For those retailers without the ability to cross reference transactional data with customer data, a simple “thank you” can often work wonders.

Tell them you were grateful for their custom, that they made a difference to you and offer them an incentive to come back soon.

Happy Christmas!

Why smaller retailers are perfectly placed to put the customer first

In the age of customer-first marketing – one might think that bigger retailers are at a clear advantage due to higher budgets, resource, and senior thinking.

Yes, of course, the larger retailers are able to throw money behind building customer experience teams and employing people to solely focus on uniting the business in putting the customer first. However, in our experience of working with all sizes of retailers – we actually think smaller retailers have the edge here.

In this post, I will explore three reasons why I think boutique retailers will find it easier to put the customer first:

Fewer customers

Most retailers would not view it as a benefit to having fewer customers than another, however, one of the main challenges larger retailers face in putting their customer first is having a huge number of customers that they have to understand and cater for.

To truly place the customer at the heart of their business, retailers must know who they are as people, how they shop with them now, how they shop with their competitors and how they can best engage with them in the future. This is a lot of data and insight to gather, analyse and take action from.

The fewer customers a retailer has, the less of a job it is to collect and organise data about them. The less time it will take to gather insight about them and what they want – the more simple it is to get inside the mind of the people who buy their products!

Flexibility

Smaller retailers have less complex business structures and processes that allow them to make change quicker.

We have worked with larger retailers who want to make change within their business to put more of a focus on the customer, but it requires huge resource and management to make those changes and put new processes in place.

We move in an extremely fast paced world and those retailers who can adapt and change first will give their customers the experience they want first.

Customer closeness

Smaller retailers are closer to their customers already and that’s a fact. In a small retail team, many will have direct contact with customers and therefore already have those direct relationships through which to get to know them better.

There is no excuse for boutique retailers not to be working hard to put their customers’ experience as a priority within their business.

Those that are not putting the customer first will be left behind by the competition who are already tailoring the experience they offer to create growth.

If you are a smaller or more boutique retailer the biggest challenge you will likely be facing is the fact that you are so busy running the day to day of your operations that taking time out to develop insight, analyse data and think strategically can be very hard to come by.

Luckily Leapfrogg are now able to help! We are now able to focus our experience with working with over 100 retailers on helping smaller and boutique retailers achieve their strategic goals. Our senior consultants act as board level advisors and in-house change makers to enable business owners or managers to take the time out to think strategically, start to work in an agile manner and take action to focus on the customer first.

Speak to us now about how we can help you start making a change in your business.

The Insight Edit: How do consumers shop for food and drink online?

Here at Leapfrogg, we have a panel of over 1000 retail consumers that we engage with on a regular basis to help us understand customer needs and expectations from the brands and retailers they buy from.

Every month, we question them on a range of areas from buying behaviours and brand opinion, to emotional purchase triggers and their recent shopping experiences.

The Insight Edit is our weekly bite size edit of the insight we gain from our panel in our search to truly understand the mind of the premium customer.

Recently, we have seen a real emergence of great online food and drink brands and retailers, from niche food retailers such as Planet Organic to the booming sector of food subscription services such as Gousto.

To further understand online food & drink shoppers’ evolving behaviours and attitudes, we asked our Panel whether they purchased food and drink items online than and their motivations for doing so.

food and drink stats
63% of the panel stated they had bought food or drink online (excluding supermarket groceries). Although this figure may appear to be behind other sectors, it’s still a large percentage of consumers and it shows growth opportunities for the sector.

We then asked those who had bought food and drink online what types of retailers they had bought from:

40% had bought from speciality food websites (e.g. health foods, wine retailers)

27% had bought from an individual food/drink brand online (e.g. Nespresso, Twinnings)

24% had bought from food subscription sites (Abel & Cole, Graze)

We then asked them why…

10% purchase food and drink online because they receive a wider choice of products

31% purchase food and drink online because it’s more convenient

12.9% purchase food and drink products they cannot purchase elsewhere

11% purchase food and drink online because the prices are cheaper

With such a low percentage of our panel being driven by price, brands and retailers selling food and drink online do not need to be price driven to drive sales as long as they are offering seamless and easy path to purchase. Successful online food and drink brands will be those with a clear and engaging brand and a range of products that are not easily available in stores.

Read more about the food and drink retailers who are engaging successfully with their customers in our latest engagement report which looks into the growing food and drink subscription sector.

The level of customer intelligence within premium retail

Back in February, we launched the Customer Intelligence Index in partnership with our friends at rais.

With such a high level of competition amongst brands to deliver the right experience for their customers, we developed the index to help retailers understand their levels of customer intelligence against their competitors across the following areas:

  • Data: The ability to capture, manage and manipulate multiple forms of data about their customers
  • Knowledge: The ability to use data combined with customer research to develop a deep level of insight and understanding about their customers, who they are and their needs and expectations from the brands they shop with
  • Business readiness: Their internal structure, skill and resource to use customer data, insight and knowledge to make impactful changes across the business

Since the launch, more than 75 retailers have completed the index which has yielded some interesting results.

Picture3

As you can see from the above graph so far, we have discovered the following trends:

Knowledge: Behavioural

Most retailers believe they understand how their customers are behaving when they shop online – from the products and offers that work for them to the channels and touchpoints that they shop through. This means that they are able to use their analytics to assess what is currently delivering good results and adjust marketing accordingly. This is a very tactical level of customer knowledge.

Knowledge: Holistic & qualitative

Approximately, half of the retailers believe they have a good understanding of the types of people who buy their products, what is important to them and why they buy the products they sell.

The lowest level of customer knowledge was found to be in the area of advanced and predictive knowledge. This means that although retailers believe they understand how their customers are currently shopping with them, they don’t have a deep enough understanding of them to predict how they might shop with them in the future. This means that they don’t have a view of the lifetime value of their customers, they don’t feel confident in suggesting products to them and are not sure how much they should, therefore, be spending to acquire customers through specific channels.

This would suggest that much of the scoring around holistic customer insight is based on assumption rather than deep knowledge.

This is further supported by the fact that across the board, retailers scored themselves the lowest across all areas of customer data.

Data: Manipulation

This is the lowest scoring area of intelligence. This means that retailers believe they can capture data and in most cases store and manage it, but lack the ability to analyse it effectively to turn it into useful insight.

A similar story is seen within the area of business readiness. Whilst retailers are scoring themselves ‘average’ for strategic readiness and their in-house skills, they fare worst in their level of in-house process that enables them to use data and insight effectively within the business.

It’s only by internal change led from within the business will fix many of these lowest scoring areas. Overall there is a great deal of work across all areas of customer intelligence to be done across retail.

So how do different sizes of business compare against each other?

Graph 2

As one might expect, the larger retailers with a turnover of more than £50,000,000 have the highest levels of customer intelligence in all areas bar one – customer data capture. We suspect, they have such a complex and wide customer base that it is harder for them to ensure they are capturing all customer data effectively.

The size of the retailer with the lowest scores across the board is those with a turnover of between £1,000,000 and £5,000,000. These companies need to view a larger customer base, but due to size are limited by structure and resource on how to effectively capture and develop insight on those customers.

These are companies most likely to be in phases of high growth where the need to acquire customers is overriding the ability to understand them and ensure they are being delivered the right experience.

So what does the picture look like if we compare sectors within retail?

Picture5

Currently, there is no real difference of note within the sectors bar the fact that the food and drink sector have some catching up to do.

This is likely to be because, compared to other sectors, food and drink retailers were late to take advantage of online opportunities as their customers still purchased in-store, so they still have a large pool of offline customers that they know little about. Their online and data teams are therefore smaller in comparison and they are less likely to be able to capture and manipulate data effectively. This presents a golden opportunity for the first in this sector to really grow their customer intelligence and deliver a relevant and personalised experience to their customers.

If you would like more information on any of our findings so far or need help improving the level of customer intelligence within your organisation please do contact us at Leapfrogg. You can see how you fare yourself and take The Customer Intelligence Index here.

Many retailers lacking across multiple areas of customer intelligence

As I wrote in my recent blog post “Why 2016 is the year of customer intelligence” retailers should be working towards building – not just their customer data capabilities – but their ability to overlay data with emotional insight and use that knowledge to make successful changes across their business.

As part of our drive to understand the level of customer intelligence that exists currently within the premium and luxury sector, we launched the Customer Intelligence Index back in January.

The Customer Intelligence Index enables retailers to benchmark their customer data and insight capabilities with their level of customer knowledge and their ability to use this insight to make successful changes to their marketing and wider business. Once the survey is completed, we produce a report which outlines their capability within the three areas of customer intelligence with recommendations on how they can improve.

The Index has only been live for just over a month, but already, the results have shown some common themes and has highlighted the main areas that retailers need to improve on in order to place the customer at the heart of their business.

Data management and collection

Developing effective loyalty programs that capture useful data

Not only does a loyalty programme encourage brand loyalty and repeat purchase, but retailers can use the data to gain additional insight into customers’ behaviour and preferences.

Tracking customers as they move from key segment to segment

Many retailers have begun to segment their customers into useful segments but they aren’t tracking them as they alter their spending habits and move to another segment. Retailers who cannot track this movement risk delivering very different messages to the same customer or failing to reward them for increase spend and loyalty.

Insight

Understanding the value of customers by acquisition channel

Attribution is an important, but a difficult element of customer insight. Being able to use Google Analytics and transactional data to attribute the value of each marketing channel by the value of the customer it drives is proving tricky. This means retailers are at risk of investing in acquisition channels that drive low-value customers or ignoring those that have the potential to drive high value.

Predicting future purchase behaviour

Being able to manipulate data alongside emotional insight has proved to be limited with the retailers who have taken part in The Customer Intelligence Index so far. The results have shown that they are finding it hard to make informed forecasts on what customers will purchase in the future and therefore are at risk of having the wrong product or stock and the wrong time.

Business Readiness

Regularly reviewing the customer strategy

Retailers are struggling to develop a ‘test, learn, refine’ model on their customer strategy and marketing activity. With consumer needs ever-changing, actions being taken could be out of line with what customers want or how they are currently behaving.

Lack of resource to track KPIs and collect and communicate customer insight

Many retailers still don’t feel they have the resource in-house dedicated to leading the creation and communication of customer insight. They may be collecting it in different places, but have no flag bearer to combine it and ensure it’s being used across the organisation. The result of this is that any insight collected can be rendered useless as it is not be used in an effective way.

The areas outlined are where retailers have consistently scored less than 40% but are only the tip of the iceberg. There are many other areas being highlighted that are still being scored below 50%, so watch this space as we divulge more results.

Better still, take the survey here and find out where you come compared to other retailers on the Customer Intelligence Index.

How customer insight can improve your social media and content strategy

In a recent blog post by our Managing Director Rosie Freshwater, she said:

 

“…retailers that put the customer at the heart of their organisation and deliver an engaging and personalised experience are gaining loyal customers and market share from their competitors.”

 

A customer-centric approach to retail works – and why it is becoming ever more essential – because consumer habits and expectations have changed. It is now harder for brands to cut through the noise, reach, and then retain a strong customer base.  The brands that get it right are the ones who understand their customers’ behaviour, needs, wants and desires.

 

Customer insight is so valuable because it can influence and inform every aspect of your business – from product strategy and store locations to blog post topics and returns policies. As Social Media and Content Consultant here at Leapfrogg, my job is to channel this insight into content and social media strategies for our clients. The benefits of customer insight in this context include:

 

Knowing which social media platforms customers use

The online social space has grown enormously in the last few years. It seems like every month a new platform is being created. Established platforms are also adapting and changing in response to user behaviour.

An ongoing challenge for any retailer is knowing which social media platform (or platforms) to concentrate their efforts on. Insight about your customers’ online habits helps overcome this, enabling you to pinpoint the places where your customers are spending time online.

 

Wool and The Gang Instagram

 

Wool and The Gang promote the #ShareYourKnits hashtag both online and on the instruction books of their products. The uploaded images are displayed on their product pages.

Knowing which products to focus on when creating content

Content shouldn’t just focus on new products and sale items. By understanding customer buying habits, new hero products can be uncovered. For example, analysing your data will certainly reveal which products are popular. However, do people who buy a certain product become loyal customers? It makes sense to create and amplify content about that item as a purchase will have a much higher value for your business in the long term.

Creating content that resonates with customers

Your marketing campaigns don’t need to be bigger or more expensive than your competitors. However, they do need to resonate with your customers and target audience. Understanding things like personal values, buying habits, and the expectations they have of you as a retailer will help you formulate a really strong campaign. At this point, coming up with the creative idea is the easiest part as you already know the boxes that need to be ticked in order to delight your audience.

 Net-A-Porter The Edit

Net-A-Porter’s ‘The Edit‘ focuses on providing content that is aligned to the needs and desires of its audience and relates to their products.

Measure your customer data & insight capabilities against your competitors

How does your level of customer insight compare to your competitors? To benchmark your customer data and insight capabilities, your level of customer knowledge and your ability to use it to make successful changes to your marketing, we’ve teamed up with rais to create the Customer Intelligence Index.

Click here to take our free online survey and get your own Customer Intelligence Rating.

 

Make 2016 the year of customer intelligence

Over the last few years, becoming truly customer-centric has become vital for retailers to succeed in today’s consumer-led world.

Those retailers that put the customer at the heart of their organisation and deliver an engaging and personalised experience are gaining loyal customers and market share from their competitors.

Not only does focusing on the customer make business sense, but research by Deloitte and Touche found that customer-centric companies were 60% more profitable compared to companies that were not focused on the customer.

The modern day consumer has extremely high expectations of the brands and retailers they shop with and now expect a seamless, personalised shopping experience across multiple channels.

As a result of these growing expectations, retailers are continually under pressure to improve the experience they give their customers. Larger retailers are creating customer experience roles and teams to help lead change across the organisation.

The first step for many has been getting the customer service and logistical elements of their business in shape. Better stock management and access, fast and low-cost delivery options and caring customer service are all good housekeeping measures which help increase conversion and retention.

But where do you go from here in order to stay ahead of the game and grow market share in 2016?

You now need to unlock the power of customer intelligence in order to make smarter marketing and business decisions and deliver an experience that engages customers at every level.

So what is customer intelligence?

Customer Intelligence is the product of three main capabilities:

  • The ability to collect, manage and manipulate customer data
  • The ability to turn that data into behavioural, holistic and predictive knowledge
  • The ability to use that insight to make change within the business

Once those elements are in place, you will have the ability to use customer intelligence to make impactful change.

Customer data

One of the great advances of ecommerce marketing is the ability to collect and analyse data on individual customers to help you understand more about your customers. For example:

  • Transactional data tells you what your customers have bought and when they made a purchase
  • Website analytics will tell you how your customers are behaving on site
  • In-store data collection will help show you which online customers also shop in-store
  • Email data will tell you which customers continue to engage with you and shop online

Using the above data to split customers into segments will allow you to start defining different types of customers and tailor your experience to them accordingly. The first step to customer intelligence is to start collecting, managing and manipulating the above data more efficiently.

Customer knowledge

Once data capabilities are in place, the next key stage is to build on that data to create a well-rounded knowledge of the customer on both a holistic and behavioural level. This will allow you to really understand their personal values, needs and expectations.

You should aim to find out the following information about your customers:

  • Demographics
  • Personal values
  • Online and offline shopping habits
  • Media consumption
  • Lifestyle and hobbies

Understanding the information above can lead to marginal gains across the entire shopping journey. The more detailed a picture you have of your target customers, the easier it is for you to start tweaking and improving their customer experience across your digital touch-points.

Using both quantitative and qualitative data to personalise the multi-channel experience to meet the needs of customers is now the ‘Holy Grail’ for retailers.

This is where the final element of customer intelligence comes into play.

Business readiness

There is no point in having a deep knowledge of the customer if you are unable to use that knowledge to make impactful change within the business.

Many retailers spend a large amount of money on customer insight that then sits in a corner gathering dust as the business does not have the processes or resource to use it effectively.

Only those retailers that have a culture of ‘test, measure and learn’ throughout their business and the processes to support it, are able to turn insight into true intelligence. You must have accountabilities for sharing customer knowledge with all relevant stakeholders. Those stakeholders must then have the resource and skill to use that insight to make changes, measure the impact of those changes, learn from it and then share findings with the wider business.

Retailers must make 2016 the year they build on their customer insight and experience strategy in order to gain true customer intelligence. By ensuring the three capabilities above are in place throughout the business, you will be able to:

  • Set well-informed and realistic business objectives
  • Prioritise budget and resource to the most relevant parts of the customer journey
  • Ensure marketing strategies are both optimised to minimise waste and personalised to drive better ROI
  • Build more meaningful relationships with customers that increase satisfaction and loyalty

 

cii_logo_medium_greytext

Leapfrogg and rais have created the Customer Intelligence Index to enable you to benchmark your customer data and insight capabilities, your level of customer knowledge and your ability to use it to make successful changes not just to your marketing but the wider business.

Click here to take our free online survey and get your own Customer Intelligence Rating.