Phy-gital Roundtable: Breakfast Roundup from Germany and Netherlands

02 May '15 | Debjyoti Paul

German Shoppers: Meet Them in the Fast Lane to Phy-gital

15 January '15 | Ralf Reich

Shoppers Will Share Personal Information (But They Don’t Want to be “Friends”)

15 January '15 | Anil Venkat

Modernize or Perish: Property and Casualty Insurers and IT Solutions

14 January '15 | Manesh Rajendran

Benelux Reaches the Phy-gital Tipping Point: Omnichannel Readiness is Crucial

13 January '15 | Anil Gandharve

The New Omnichannel Dynamic: Finding Core Principles Across Industries

13 January '15 | Debjyoti Paul

Technology does not disrupt business – CIO day 2014 Roundup

02 December '14 | Anshuman Singh

Apple Pay – The Best Is Yet To Come

02 December '14 | Indy Sawhney

Digital transformation is a business transformation enabled by technology

01 December '14 | Amit Varma

3 Stages of FATCA Testing and Quality Assurance

06 October '14 | Raman Suprajarama

3 Reasons why Apple Pay could dominate the payments space

18 September '14 | Gaurav Johri

Beacon of Hope: Serving Growth and Customer Satisfaction

05 August '14 | Debjyoti Paul

The Dos and Don’ts of Emerging Technologies Like iBeacon

30 July '14 | Debjyoti Paul

What You Sold Us On – eCommerce Award Finalist Selections

17 July '14 | Anshuman Singh

3 Steps to Getting Started with Microsoft Azure Cloud Services

04 June '14 | Koushik Ramani

8 Steps to Building a Successful Self Service Portal

03 June '14 | Giridhar LV

Innovation outsourced – a myth or a mirage or a truth staring at us?

13 January '14 | Ramesh Hosahalli

What does a mobile user want?

03 January '14 | Gopikrishna Aravindan

The Modern Retail Customer, Part 1 – Personalizing the in-store experience

Posted on: 14 July '15

Retrieving, integrating and summarizing descriptive data is important for retailers-and it’s old hat. Collecting data that summarizes what happened in the past is not a challenge for organizations, and the retail industry has been doing it for years. But as customer expectations change, the way retailers use data must follow suit.

Why now? You’ve heard this before, but it bears repeating: Customer expectations are evolving rapidly. What used to engage them no longer feels relevant. Shoppers want instant gratification and a seamless, continuous and contextual experience across all retail channels, including brick-and-mortar, e-commerce, store kiosks, call centers and mobile apps.

To make this happen, retailers are moving away from mass promotions that assume customers are only interested in what happens to be on sale. One size does not fit all-nor does one coupon, email or banner ad. What’s the point of offering a coupon for a type of cheese a customer would never eat? Or promoting a sale on Android phone cases when the customer has an iPhone?

In addition, retailers are implementing digital technologies to offer customers more meaningful information-whether that means learning about products, getting a relevant promotion or offer, checking stock availability or finding out how crowded a store is before they make the trip.

Less descriptive, more predictive

Offering a personalized consumer experience requires moving from descriptive data to predictive data. No longer can retailers look at the past to decide what to do next. Instead they must use smart data to mine patterns and present information in a visual way that provides actionable insight and anticipates outcomes.

Fortunately for retailers, there’s no shortage of data out there. Between point-of-sale (POS) captures, clickstreams, call centers and social listening, retailers have plenty to pull from. This data should be enriched with business rules that drive specific objectives and strategies, a combination that enables retailers to stitch together each shopper’s journey across channels using historical data, demographic data, preferences, attitudes and interests for a 360-degree view of the customer.

What would a customized retail experience built on predictive data look like? Imagine a grocery store that collects transactional customer data from all its touchpoints-POS, online commerce, social behavior, call center transcripts and other connected channels-then combines it with sensor data from smart-connected devices in the store (such as an iBeacon), analyzes it and pings the customer to recommend products they might like or a discount perfectly suited to their needs.

Using this predictive data, the store could identify when a customer is headed in to do some shopping, calculate that it’s been a while since that person made chili, then-through mobile and wearable devices-offer promotions for chili ingredients and even help the customer navigate the store.

For an added level of engagement, a store employee enabled with a tablet, a smartwatch or another wearable device could extend the experience to the point of purchase by finding the customer at checkout with an ingredient they forgot to pick up.

By moving to a more predictive approach, the retail sector can use data to fuel marketing strategies and campaigns that drive conversions. To learn more about creating personalized omnichannel retail experiences, check out the Mindtree Phy-gital Shopper Survey.

To find out more about how to personalize the customer experience with digital initiatives, download the Mindtree e-book Are You Living in a Digital Fairy Tale? Make Digital Real.

Bappaditya Banerjee

Bappaditya Banerjee leads Retail Industry Solutions in Mindtree’s Digital Business. He has led Omni-channel personalization, Loyalty, Digital Marketing and Consumer Experience programs for Tesco for over a decade. Bappaditya has a career spanning more than 15 years working with retailers across in US, Europe and APAC.