How to improve the customer experience with data

The “ReThink your e-commerce experience” approach

Andrea Pietrobon
Head of Digital Marketing @Eurostep

Are we really data-driven these days? 

Although the ability to identify customers through different channels has improved, only 3% of U.S. companies affirm they have implemented real omnichannel customization. 23% said they have integrated at least half of their marketing channels, but 21% still hasn’t adopted this approach (source: www.emarketer.com).

ReThink your e-commerce experience is a scientific, scalable and data-based process developed by Eurostep to identify new opportunities for online brands. Eurostep is a company specialized in the strategic, creative and highly technological development of 360-degree e-commerce solutions; it has now joined forces with Wundermann Thompson, an agency that combines data and creativity to enable the technological evolution of brands in the digital age. 

ReThink is aware of the changed market and consumer conditions, speaking of both consumption habits and customer experience expectations, which have redefined the relationships with brands.  

From mass marketing to one-to-one, from push notifications to a brand experience built by the sum of interactions... All this leads to customer centricity: the consumer’s needs must be at the center of the scene.  

Applying this strategy means adopting a data-driven approach, thus collecting and analyzing data to improve the brand’s perception online, the revenues from digital channels and the customer satisfaction.  


Customer obsession
: a case study

 

Let’s see a real case: an international Apparel&Accessories brand decided to create a seamless customer experience along all touchpoints, starting from its CRM, in order to encourage engagement and stimulate purchases. As the CMO said, "The future of branding is one-to-one.” Customer obsession means shifting from journeys built for buyer personas to an individual journey.    

For each individual person, several channels (store/event, app, site, social, display, mail, search) contribute to identify and integrate different types of data:  

  • Contextual data: the intent, the channel, the type of conversation and other real-time indicators.
  • Personal data: name, gender, email, city, country etc.
  • Behavioral data: navigation preferences, buying behavior, reactions to emotional triggers (PVP), life cycle etc.

With this data, the brand can shape its relationship with the consumers, understanding their uniqueness in an omnichannel perspective.  

The customer experience thus offered becomes: 

  • Consistent: the UX is coherent at all times, on every channel, touchpoint and media
  • Intelligent: the more interactions, the greater the benefits for the user
  • Personalized: the experience is relevant and tailored to the interests and needs the user has expressed along the journey
  • Conversational: omnicanality makes the dialogue continuous and engaging
  • Emotional: in the user’s eyes, a personalized experience means that the brand really cares about their identity.

 

Practical cases of online and offline integration


So how can we use all this, concretely? Here are two examples of omnichannel advertising:

  • Google Local Inventory Ads

With this new type of Ad, the data about stock availability is added into the Google Merchant Center account, which in turn is linked with in-stores lists within Google My Business. This means that whenever someone searches for a product, they will be shown an ad that, in addition to the product’s specifications, will also report availability in the retail store closest to their location.  

Advantages include: 

- better promotion of the physical inventory

- online presence of your local store

- possibility of measuring performance.

  

  • In-app ads localization (real drive-to-store)

Enabling geolocation (which users oftentimes allow unconsciously, as they don’t read or understand the Terms of mobile apps) makes it possible for Brands to offer a contextual experience. This also applies to ads, as location-based ads are more relevant and perform better in terms of CTR. An accurate location of users on their POIs (points of interests) lets you measure the visits to your physical store in real time.

Not only that: new KPIs can be created and measured.

Statistics (through a cross-check of geo-data, interests and behavioral data) show that the smaller the distance between the place where a user gets a mobile impression and the store, the higher the chances that they will visit the store.

It’s easy to tell that in the next few years the challenge is going to be won by those ready to use this precious value supply, which most fail to exploit nowadays. A true e-commerce experience, and a omnichannel one as well, must be driven by data so as to personalize content and achieve a one-to-one communication.