Hero-Customer-And-Retail-Expo

Upcoming RetailTechX and CustomerTechX Expos

opzioni binarie a 15 minuti Digital Experiences are excited to be Silver Sponsors of the combined RetailTechX and CustomerTechX Expos taking place from 20th-21st May at the Melbourne Convention and Exhibition Centre.

 

With the continual convergence of the physical and digital space, this exciting retail summit and expo provides education and ideas for taking the next step into merging online and offline channels, meeting customers’ needs and providing improved customer experiences.  The Expo will touch on all aspects of the customer journey; from brand awareness, research, purchase and repurchase. The perfect expo for C-level executives and technology decision makers, the expo is focused on today’s connected customer: what they want and what you need to make this happen.

 

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With digital transformation coming at us from all angles including Apps, Smartphones, Cloud Computing and Marketing Technologies, knowing how to leverage digital technology to build amazing customer experience while gaining customer insights can mean the difference between a company which wins to build trust and loyalty, and one that fails. Digital Experiences can help provide consistent and contextual experiences across all customer touch points, and can assist businesses transition into the digital world by leveraging a wide portfolio of technology and service capabilities.

 

Come and say hi! We will be located at stand 95 –

 

Customer-Experience-Expo

 

Plus, make sure you drop by the CustomerTechX Theatre at 11:30am on forex handelen Wednesday 20th May to hear our talk on go to link The rise and rise of Marketing Technologies to deliver amazing Customer Experiences and Insights. We’ll give you some insights into innovative ways to use different marketing technologies to not only improve customer experiences, but also to collect useful customer insights to enable more personalised customer interactions.

 

If you’re ready to take your business further into the digital world, and continue cutting through the market with a consistent, innovative and engaging omni-channel experience, this combined expo is a must-visit for you!

 

Download your free Visitor Ticket here

 

Register for your free Expo Pass here

 

Hope to see you there!

 

 

Interactive Marketing Technologies

How to Use Marketing Technologies, Part 4 (Interactive Technologies)

In the first 3 parts of this blog series, we have taken you through General Aggregator Marketing Technologies (See Part 1 and Part 2) which provide general insights into overall customer behaviour, and Customer Intimate Marketing Technologies which provide more personalised insights into individual customer preferences (See Part 3). To wrap up this 4-part series, we’re finishing up with a discussion on how to use Interactive Marketing Technologies to understand customer engagement with your brand and stores.

 

As the name suggests, these tools measure and provide insights on the way customers interact with things. These may include providing customers with a live or indirect view of a real-world environment whose elements are augmented, detecting when customers physically engage with displays or merchandise in store, or understanding how customers interact with a display through touch like taps, double taps, flicks and more.

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Augmented Reality has come in leaps and bounds since inception and is now a real tool for organisations to provide more engaging and personalised experiences for their customers. Augmented reality works by providing customers with a live direct or indirect view of a physical, real-world environment whose elements are augmented (or supplemented) by computer-generated sensory input such as sound, video, graphics or GPS data to provide customers a different way to see and learn from their surroundings. The great thing about augmented reality is it’s highly personable in that experiences can be tailored to the individual customer based on their preferences. And because it’s still unique and different (for now, anyway!) customers are more likely to share their experience and send it viral.

 

The applications for augmented reality really are endless, but we’ve provided just a few examples of how different industries could use this type of technology to improve customer experiences, and become a more engaging brand.

 

eCommerce

With the vast number of eCommerce stores competing for market share and sales, e-retailers now need to be considering better ways to engage and inform. Let’s take an online fashion clothes store as an example. Augmented reality can help provide the customer with better choices by allowing virtual try-on facilities. This type of virtual try-on also works perfectly for categories like glasses and sunglasses, shoes (try on with jeans, dresses etc), and even hair dressers to help choose the next hairstyle.

 

Educational

Education is possibly one of the most exciting prospects for augmented reality. Imagine teaching customers by turning that regular book into a superimposed moving reality? The easiest examples for this are thinking about how children currently learn at school. Let’s take learning about the Solar System as an example. Rather than a book that kids have to read and learn, augmented reality allows the galaxy to come alive around them. They could even learn history by physically visiting the events. Another example of this type of use of augmented reality might be used by travel companies who can send customers on a journey to places around the world when choosing their next holiday destination.

 

Interactive Technologies

 

Real Estate & Hospitality

Augmented reality is already becoming popular in real estate and hospitality. With both industries targeted not only local, but also overseas or interstate customers, augmented reality provides a real solution for allowing the customer to experience the property they are looking to purchase, hotels for their holiday or a fancy restaurant before they book.

 

Interactive Technologies for Real Estate

 

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Imager Based Interactive Technology is most suited to use within a physical venue – whether that be a retail store, shopping mall, restaurant, hotel or similar. Also known as “Optical”, this technology uses one or multiple cameras to detect when customers physically engage with displays or merchandise. Understanding at what point in the customer’s journey they choose to interact with certain devices can allow you to improve their overall experience. For example, let’s assume your technology reports that customers are using an interactive map regularly to find the handbags section of your store. Maybe it’s worth changing the layout to make this section more visible and accessible.

 

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This technology uses sensors and invisible light beams (created by infrared LEDs) positioned around a display to detect touch. The software then translates users’ touches (for example, taps, double taps, flicks, pinch opens, pinch closes) into real-time commands. The findings from this can be useful in a number of ways. Firstly, you will quickly be able to understand any gaps or problems with usability. For example, if customers are constantly clicking around trying to “work out” how to use a certain part of the display, this may point to problems and improvement required to the user-friendliness of the display. Secondly, this type of technology can provide important insights into behaviour and preferences of individual customers, and customer segments.

 

Sensor Based Interactive Technology

 

That finishes up our 4 part series on using Marketing Technologies to gain customer insights and provide more exciting, engaging and informative customer experiences. We hope you have enjoyed the series and have found some technologies you’d like to implement in your business.

 

Do you have a question about improving your customer experiences? Contact Digital Experiences today for a discussion on how we can help you understand your customer and enhance your customer experiences.

 

 

Customer Intimate Marketing Technologies

How to Use Marketing Technologies, Part 3 (Customer Intimate)

In parts 1 and 2 of this four-part series on how to use Marketing Technologies, we covered general aggregator marketing tools which included things like people counting, audience measurement, customer flow analytics, car classifications, WiFi and more. These technologies are about collecting general insights into customer behaviour. In this part, we are going to delve a little deeper and get a little more personal with the customer through the use of Customer Intimate Marketing Technologies. Rather than gaining general insights, these tools assist in collecting and using more intimate customer data to allow for more personalised communications, better segmentation and a greater understanding of profitable segments.

 

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Loyalty programs are nothing new, however are becoming more innovative and advanced in nature; providing better benefits to the customer and to the organisation. The latest loyalty technology involves smartphone-orientated loyalty programs apps which assist the customer by reducing wallet clutter, and benefiting the organisation by providing more automated and streamlined customer data on everything from purchasing patterns to engagement analytics.

 

These insights into customer behaviour can greatly assist in creating personalised and specific marketing communications. For example, let’s say your loyalty analytics have told you Judy purchases on an average every 4 weeks, with an average sale price of $50. On week 3 between purchases, you intersect her regular pattern with an email or push notification telling her that there’s a special on this week. What’s more is the special you send out encourages Judy to spend over her regular spend, while benefiting her because you’re offering products you know she likes. Assuming Judy comes in to check out the offer, you’ve potentially just shortened the regular sales cycle and increased the regular sale price for this customer.

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Email campaigns are a huge contributor to traffic (both in store and online) and sales. In fact, a recent statistic showed that 80% of NBA tickets are purchased through email campaigns – all of which are segmented to target fans of the teams playing. The great thing about emails is that you can set up automated emails which are still targeted and personal in nature. The same messaging can also be automated across other digital channels to ensure your customers are getting one streamlined brand message.

 

For example, one of your target segments is known to be early adopters when it comes to new technologies available on the market. Your organisation is about to launch a new, innovative tech product and therefore sends an email out to this segment asking if they’d like to pre-order the item and receive it first.

 

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Possibly one of the most personal and real-time ways to communicate with your customers is via the use of mobile apps enabled with iBeacon technology. These specially designed loyalty apps facilitate both e-commerce (so your customers can buy online) and allow the delivery of highly targeted messages when a customer’s smartphone is in a certain distance to the store or venue.

 

For example, assume you’re the owner of an inner city bar, surrounded by many other eateries and watering holes so there’s plenty of competition. You launch a loyalty app enabled with iBeacon technology. Each Friday you have happy hour drinks that run from 4pm to 7pm. A push notification is sent to all smartphone uses with the app within 200m of your bar with a simple and personalised message, “Happy Hour on Now are Bar XYZ. Pop in for a beer now!”. Alternatively, you could use these communications to try to encourage customers to visit during your downtime hours – perhaps for their lunch breaks.

 

Mobile Apps with iBeacon Enablement

 

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Well it seems most people either love it or hate it, but social media definitely has a place in the minds of most customers. Customers will often use social media similarly to Google when it comes to researching the organisations they chose to buy from or do business with, scrolling through social accounts, reading reviews and getting an idea of the type of brand you are. Advanced marketing technologies can help make your social media for effective and provide greater insights on your customers by facilitating customer and market sentiment analysis and triggering marketing responses via platforms like Facebook and Twitter.

 

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Social Wi-Fi is a step up from the regular Wi-Fi login with password. Social Wi-Fi allows customers to login to your Wi-Fi through their social networks (Facebook, Twitter etc). The great thing about Social Wi-Fi is its ability to collect information and provide communications that regular Wi-Fi does not allow. For example, Social Wi-Fi allows for high value applications such as coupons or competitions. You can also use Social Wi-Fi to collect customer information as they sign in.  This could be a quick multiple choice survey allowing you to gather important information, for example, “Which do you prefer eating for breakfast on the go?” (A) Toast, (B) Muesli, (C) Croissant, (D) Toasted Sandwich, (E) Coffee is all I need

 

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Similar to Social Wi-Fi, you should look at the capabilities for customers to login to your website using their social media accounts. As well as increasing the digital logins (as it’s easier for customers to simply “sign in with Facebook”), you’re also improving your analytics by enabling logging in to customers’ existing social media identity.

 

We hope you are beginning to understand the capabilities and uses of marketing technologies.

If you would like to find out more about any of the technologies mentioned here, feel free to contact us at Digital Experiences for a chat about how they could be useful to you.

 

Stay tuned for our final instalment on the uses of marketing technologies where we’ll be taking a deeper look at how to use interactive marketing technologies to engage, inform and enhance your customer experiences!

 

Improving customer experiences

Delve into the World of Customer Experiences

“Digital is becoming fundamental to the consumer experience for any (and every) retailer.” – Nielsen 2014

 

The world is changing rapidly. Gone are the days of only dealing with businesses within their retail store or physical premise. Nowadays with the help of digital technologies such as smartphones, websites, social media and cloud computing, customers are connecting with businesses like never before. I remember back in 2002 watching Minority Report and thinking how cool the technology was – dreaming about how amazing it would be if it was real. Watching the same film today, you wouldn’t be quite as amazed – rather the thought that much of this is happening in the now.

 

With this whirlwind of technology improving the way we can connect and engage with customers, the world has opened a new door to improving loyalty, gaining a competitive advantage and increasing revenue; and that is Customer Experience.

 

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Customer Experience is a total of all the interactions a customer has with your business, your products and services. This is usually through a number of touch points, and relates to the perceived value as experienced through the customer’s conscious and subconscious mind.

 

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The benefits of improving your customer experiences can be substantial, and while it may seem fluffy at first, can be quantified (take a look at this blog on Quantifying Customer Experience for more on this). Some of the key benefits of creating engaging, exciting and informative customer experiences include:

  • Increased customer loyalty
  • Distinct competitive advantage
  • Competing on experience rather than price
  • Builds brand equity
  • Reduces the cost of new customer acquisition
  • Reduces employee turnover with more engaged employees
  • Uses existing customers for continued and sustainable growth

 

By leveraging technology, we are now able to gain valuable customer insights that allow us to deliver amazing customer experiences.

 

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With the speed at which technologies change today, and the need to stay at the forefront of digital, we have created a Customer Experience Meetup. Fundamentally, this meetup is designed for customer experience advocates who recognise the strong trend towards delivering improved customer experiences and who want to learn more about building engaging customer experience journeys for their customers.

 

Our first Customer Experience Meetup is taking place on see url: Naproxen sodium belongs to a group of medications called nonsteroidal anti-inflammatory drugs (NSAIDs). It is used to treat fever and pain caused by Tuesday 14th April from 5pm onwards in Melbourne CBD. We are starting our meetups with a bang, and are excited to announce Mike Wittenstein as a key speaker at our first event.

 

Mike Wittenstein is a leading authority on customer experience in the US will be Skyping in to share some of his amazing insights into how he works with customers to develop customer experience journeys, and how he implements this.

 

We encourage you to take a look at some of Mike’s insights to get some ideas on just how informative this talk will be:

https://www.youtube.com/watch?v=6Fj5FFQtuSU

https://www.youtube.com/watch?v=HrSFnEphbKA

 

We will also be hearing from IBM on their Experience One Platform and Steve Simpson who will present his insights into transforming corporate customer experience cultures.

 

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If you are interested in finding out more, or would like to join, please visit:

http://www.meetup.com/Customer-Experience-Meetup/events/220475499/

 

As mentioned, the first meetup is taking place on Tuesday 14th April at 5pm in Melbourne so join us now to lock in for our first event!

 

Aggregator Marketing Technogies

How to Use Marketing Technologies, Part 2 (General Aggregator Technologies)

We hope you found Part 1 of our Marketing Technologies series useful. Today in Part 2 we’re going to continue looking at General Aggregator Marketing Technologies and how these can be used to gain deeper and more insightful data on your customers.

 

As previously mentioned, Aggregator Marketing Technologies are focused on the collection of general customer insights. These technologies do not know who each individual customer is so their primary role is to provide generalised analytics about overall customer behaviour.

 

With the world revolving around savvy customers and heightened customer experiences, getting to know your customer using these technologies can provide a huge competitive advantage regardless of your organisation size or industry.

 

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Car classification technology is one of the newest innovations and uses cameras to detect and classify vehicles of a particular make and model. This type of information can be paired with expected demographics of the driver (for example, someone driving a Range Rover is likely to have a high socioeconomic profile, while someone driving a small hatchback can probably be assumed not to have children or a large family) to facilitate personalised and targeted messaging.

 

If you know you are targeted a specific demographic that can be to some degree classified by the type of car your target market would drive, you can use this technology to identify and communicate on a more personal level to drivers.

 

Take a look at an example of car classification technology here:

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Most businesses nowadays have a website, but surprisingly not every business is using theirs, or collecting and analysing data to its potential. You website is probably one of the highest contact touch points you have with your customers. This means that its a huge source of data! As well as measuring website traffic, unique visitors and bounce rates, you should be using tools to gather deeper insights. For example, to measure the volume, source and level of engagement of website traffic, repeat visitation, online conversions and visitor profiling.

 

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In Part 1 we talked about 2D People Counting and 3D People counting. The next step up from here is Laser People Counting. Laser Counting is a more advanced technology that can more accurately measure customers and their movements, but can also look at customer group sizes and compositions as well as track movements over time. This type of people counting technology can help provide better communications to customers at certain points within the premises. You can also look at tailoring promotions and messaging to suit the size and composition of expected groups.

 

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Smart Shelf technology is an innovative and cost effective way to help track stock levels and theft. Smart Shelf utilizes RFIC (radio frequency identification) tags which are intelligent barcodes integrated with a networked system to track every product removed from the shelf. Smart Shelf technology allows you to track the product from the moment it’s made to the moment it leaves your premises. Outside of retail and merchandise uses, these tags are also used to track vehicles, airline passengers and pets among a host of other things.

 

By tracking every product through the store, you gain great insights into how customers travel through the premises, which items that are likely to pick up first, if there are any products that people group together (ie. will pick up one after the other), and the order in which customers like to shop the store and products. Of course, you can see that the other huge benefit of this technology is stock control. Being completely automated, you won’t have the time constraints and stress attached to your usual stock take – saving you time and money.

 

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Wifi is a lot more useful and can provide greater insights into customers than most businesses give it credit for. By leveraging the WiFi hunting signal issued by smartphones, you can begin tracking a host of things including customer visitation and movements, shopper counts and store engagement heat maps. By understanding how customers are visiting and moving through the store or venue, you can create communications to intersect their journey at specific points. Utilizing heat map data, you can also optimise store displays and merchandising based on popular areas.

 

WiFi Analytics

WiFi Analytics

 

That ties up our General Aggregator Marketing Technologies. In the next part of our series, we’ll be assessing how Customer Intimate Marketing Technologies including Loyalty Platforms, Emails, iBeacons, Social Media and more can be used to improve customer experience and develop loyal relationships with your customers.

 

Do you have a question about improving your customer experiences? Contact Digital Experiences today for a discussion on how we can help you understand your customer and enhance your customer experiences.

 

 

Aggregator Marketing Technologies-Part-1

How to Use Marketing Technologies, Part 1

As part of our Digital Experiences Ecosystem, we talk about the use of “Marketing Technologies”. In this four-part series, we’re going to break down what we mean by Marketing Technologies and show you how you can use these to improve customer experiences, reduce costs and improve revenue.

 

We’re kick-starting with Part 1 which relates to what we term “General Aggregator Marketing Technologies”. As mentioned in our introductory blog, these technologies are all about aggregating general customer data both in store and off site. With more customer data and improved analytics, you can help build a better picture of your customer; their needs, wants and preferences, using this information to begin providing more personalised communications and intersecting their journey at key points to help drive conversions.

 

Here’s a look at some of the key technologies and what they could do for your organisation.

 

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2D Counting technology uses camera technology to create virtual gates, or trip wires to count customers as they move over the trip wire. 2D Counting is a great tool, particularly for retailers or any business that wants to understand the number of people coming into the store or venue. Having knowledge about the number of people coming into the venue or even a certain section within a store (depending on where the gates or wires are set) can determine the conversion rates between visits and sales.

 

Using the technology to track certain areas of the store or venue can also assist in understanding the more popular areas of the store, and to some extent, the customer’s journey through the store. Understanding the popular products or areas of the store can assist in marketing communications by promoting the products/areas most often visited to draw more customers into the store.

 

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3D Counting technology has all of the capabilities of 2D counting but with the added benefit of 3D camera technology to gain additional visual insights. For example, using 3D counting technology near the cash register can help illustrate the length of time customers are spending in queues in any point in time. Using this data, you can gain understandings of peak/busy periods in the store and schedule staff accordingly to the different roles needed. In this way, 3D Counting insights can help improve customer satisfaction levels and staff productivity.

 

Audience Measurement

Audience Measurement uses camera technology to automatically determine customer or passing customer traffic traits such as gender and approximate age. The technology can within the premises to determine the type of customers coming in, or can be used outside the premises to measure passing foot traffic. By understanding who is coming into the premises, and those passing by the premises, you can begin to automatically trigger specific and relevant advertising to draw in the passing traffic. For example, this might be specific communications on digital signage, or a push notification to smartphones of passing traffic.

 

For example, the Audience Measurement technology has identified the passing traffic of being women aged between 20 and 40 years old. Talking to the digital signage in the retail store, the signage automatically changes its message from Men’s Cologne to the latest promotion on women’s jeans.

Audience Measurement

An Example of Audience Measurement

 

 

Customer Flow Analytics

Customer Flow Analytics combines both WiFi and Bluetooth technology to detect the location of customers in a retail store or any other large premises, and determine their path or journey through the space. This technology can help provide insights on customer pathways from entry to exit and dwell time (the amount of time customers spend in certain areas of the store or premises).

 

Customer Flow Analytics can be used to improve the premises in a number of ways, particularly for in-store design and merchandising. For example, let’s say Customer Flow Analytics have been installed in an office products retailer who offer everything from staples like pens, paper and pencils to ink cartridges, printers, technology products and furniture. The inner-city location makes it popular for local businesses. The analytics show that customers most frequently enter the store, turn left and pick up their paper cartons (one of the most popular sellers) and then move to the right front side of the store to the ink section which they generally spend some time determining the appropriate cartridge for their printer. Customers rarely travel to the rear end of the store which houses technology products like USB devices, laptops, cleaning needs (eg. screen wipes) and furniture. In addition, customers rarely travel into the stationery section for pens and other office essentials.

 

Using this knowledge, the store is able to firstly redesign their layout to encourage customers to walk through the store rather than only visiting the front. Dump bins are placed through the main walkway between paper and ink which encourage customers to pick up essential items like pens, highlighters, screen wipes and USB drives as they move from paper to ink. In addition, signage is installed in the ink section as a “silent-salesperson” to assist customers in selected the right ink cartridge faster.

 

We hope this give you a snapshot of insights into how you can use marketing technologies to improve customer experiences and increase revenue.

 

In the next part, we’ll be covering more general aggregator marketing technologies including car classification, general web sites, laser people counting, smart shelf and Wi-Fi analytics technologies. The third and fourth part of the series will move into more intimate customer technologies and interactive marketing technologies.

 

If you would like to find out more about any of the technologies mentioned here, feel free to contact us at Digital Experiences for a chat about how they could be useful to you.

 

Stay tuned for Part 2!

 

Introduction to Marketing Technologies

How to Use Marketing Technologies, Setting the Scene

 “Welcome to a new era of Marketing and Service in which your brand is defined by those that experience it.” – Brian Solis

 

The customer is (or should be) the epicentre of every business. However, as technology and the digital world continue to advance, our customers are becoming savvier. Customers no longer rely on the communication from a store and its salespeople alone. Rather, customers today will generally begin engaging with a brand or organisation long before physical contact is made (and sometimes, physical contact is never made). For example, customers may turn to research the company on their website, Google search, social media, Yelp (and other review sites), and other digital channels during their assessment of a business and its products or services.

 

The rise of this “savvy” customer means that businesses now need to change the way they communicate. Why? Simply because customers now expect more personal communications. They don’t appreciate the mass marketing communications of yesterday. They want and expect to be communicated with on a more intimate level; they want brands and organisations to understand them and offer them what they need; they want to be educated and informed. In summary, organisations now need to focus on continually improving their customer experiences. From in store to every digital touch point, all businesses today need to be aware of how their customer feels when they come in contact – and strive to constantly provide engaging, exciting and informative experiences.

 

Improving Customer Experiences

Creating more exciting, engaging and informative customer experiences centres around one thing – intimately knowing and understanding the customer. If you do not know who your customer is, what they like and dislike, their preferences, needs and wants, you can’t possibly create intimate communications and experiences targeted to them. In this way, understanding the customer is critical to the success of any business today. And this higher level of understanding all begins with collecting, analysing and using customer data.

 

When it comes to collecting customer insights or data, marketing technologies can prove to be very useful tools. Broken into three parts – General Aggregator, Customer Intimate and Interactive Marketing Technologies, these tools can be implemented by organisations to provide useful insights into customer behaviour and help improve customer experiences.

 

  1. General Aggregator Marketing Technologies

As the name suggests, general aggregator marketing technologies are focused on the collection of general customer insights. These technologies do not know who each individual customer is so their primary role is to provide generalised analytics about overall customer behaviour. This may include things like demographical information (such as age and gender), time in store, the frequency of visits, and other general insights. While only general in nature, these technologies can assist stores in improving their store design and merchandising, stock control, reducing theft, creating effective signage communications and staff scheduling.

 

  1. Customer Intimate Marketing Technologies

While General Aggregator Marketing Technologies never know the individual customer, Customer Intimate Marketing Technologies do – these technologies are focused on gaining an intimate understanding of each customer. These technologies provide deep insights into your individual customers including their likes, preferences, needs and wants. Customer Intimate Marketing Technologies can be used by organisations to understand individual customer behaviour, determine customer segments and profitability of each segment, and to create specific and personalised communications to targeted individual customers based on known preferences.

 

  1. Interactive Marketing Technologies

The last tool organisations can use to develop a better understanding of their customer is Interactive Marketing Technologies. As the name suggests, these tools measure and provide insights on the way customers interact with things. These may include providing customers with a live or indirect view of a real-world environment whose elements are augmented, detecting when customers physically engage with displays or merchandise in store, or understanding how customers interact with a display through touch like taps, double taps, flicks and more.

 

Combining elements of all three marketing technologies will provide your organisation with in-depth customer data that you can use to further improve your customer experiences, enhance customer loyalty, and increase revenue. In the next four-part series, we’re going to further divulge each marketing technology and explain what tools form part of each and how these can be used to enhance your business.

 

Stay tuned for part 1 next week on General Aggregator Marketing Technologies.

 

Do you have a question about improving your customer experiences? Contact Digital Experiences today for a discussion on how we can help you understand your customer and enhance your customer experiences.

Customer Experience Quantified

Customer Experience Quantified

 “Customer Experience”. It’s a term being thrown around a lot of late. Businesses are being told to improve their customer experiences; that customer experience is critical to the success of any business today. Most businesses recognise the importance of customer experience, but for many it is quite a “vague” or “fluffy” topic, with opinions usually determining the value of customer experience rather than solid numbers.

 

Do you know if or how customer experience improves your bottom line?

 

As with anything in business, it’s important to quantify everything you do; to make sure the things you invest in are returning and helping you achieve your objectives. Customer experience is no different. With all the big data available at our fingertips, quantifying customer experience might just be easier than you think!

 

In a study completed by Harvard Business Review, both a transactional-based business and a subscription-based business were reviewed to determine the impact of customer experience. Customer feedback and customer spending data were used to quantify the success of customer experience in both businesses. We have summarised these findings below:

 

For the transactional-based business which relies heavily on the frequency (return visits) and spend per visit, it was found that customers who had the best past experience spend 140% more compared to those with the poorest past experience.

 

For the subscription-based business which relies on retention, cross-sell and up-sell opportunities, members with a poor experience rating had only a 43% chance of re-joining the next year. In contrast, those people who gave one of the top two experience scores had a 74% chance of remaining a member for at least one more year.

 

While these statistics begin quantifying the success of excellent customer experience, this data is more than just a pat-on-the-back for businesses with great customer feedback. Quantifying the data is this way means that, to some extent, you are able to forecast future sales and retention, providing meaningful information for your budgets and business objectives.

 

Improving your customer experience

Customer experience starts the second a customer interacts with your brand. And today, that could be on a range of ways including in-store, on your website, social media, review websites, signage and more. It is critical for any business trying to improve their customer experience that every customer touch-point is considered, and that all work seamlessly together to paint a picture of your brand.

 

The best way to improve your customer experience is to consider your strategy holistically; starting by defining your brand, your customers and considering all the touchpoints that you engage with your customers.  Take a look at this blog on “Why you need a Digital Customer Experience Strategy”  for tips and guidelines on how to start your customer experience strategy.

If you are interested in finding out more about improving your customer experience, creating a digital customer experience strategy, or need assistance quantifying your customer experience, contact Digital Experiences today. Using data, we can help quantify your customer experience, and provide recommendations to improve the experience of your whole digital ecosystem.

How Empirical Data can help Improve your Customer Experience

Why Empirical Data is so imporant Image

Hands up if you hate completing customer satisfaction surveys! You’re not alone… although unfortunately for businesses, understanding customer satisfaction is critical in identifying opportunities to grow and improve. That’s where empirical data comes into play. Empirical data allows us to create customer journeys and understand customer experiences without necessarily requiring drawn-out customer satisfaction surveys. Let’s take an example I’m sure we can all attest to.

 

On a recent overseas trip to the US, I was riding on a tram driven by the driver from hell! With quick acceleration and hard, fast braking, passengers (including me!) were being thrown all over the place. I watched as some elderly passengers boarded the tram without knowing the driver’s behaviour and were subsequently knocked into the luggage stand as he accelerated quickly, before they had a chance to sit down, let alone hold on.

It doesn’t take a rocket scientist to realise that these passengers all had a bad experience. We could have asked them to complete a survey to find out how they ranked their experience. However, we already know that trams that accelerate and brake quickly knock passengers around, therefore delivering a poor experience, we can use empirical data to understand experiences without bombarding customers with surveys. Using this example:

  • Accelerometers on trams, buses and other transportation provide data on the acceleration and braking behaviours of the driver
  • This information can then be combined with the details of the passengers on the tram
  • By combining the data, we have used this empirical data to determine the most likely customer experience that the passenger has had

Of course, we can also input other details into this including:

  • Assuming late trams reduce customer experience
  • Assuming accidents, breakdowns and other delays reduce customer experience
  • Assuming heavily packed trams reduce customer experience

Bringing all this data together, including customer experience data provided on the website (or other avenues), we can build a visual timeline of customer experience touch points, like this:

ENGAGEcx Screen Shot

We deploy the ENGAGEcx Platform to build complete customer experience timelines and derive customer experience satisfaction levels based on this empirical data. Businesses who also have survey data available can also input this into the model to make the findings more powerful. Measuring customer experience in this way can be an incredibly powerful tool and provide priceless insights for the business. For example, you can begin seeing trends that trigger great customer loyalty, and see those that may drive the customer away.

 

If you are interested in finding out more about how you can use empirical data to start defining your customer experience journey, contact Digital Experiences. Using our ENGAGEcx Platform, we can help build a complete customer experience timeless to provide insights into customer trends and behaviours that are affecting your business.

Improve your commercial performance with Retail Analytics

RetailAnalytics2

Improve your commercial performance with Retail Analytics

Does your company use customer analytics to grow and develop your processes, marketing and business activities?

 

Often, we hear that retailers aren’t sure where to collect customer data from, how to analyse it, and how to use the analysis to develop the business. If you’re company is currently not collecting customer data (or is only collecting minimal customer data), is not analysing it, or is not using it to its full capacity, you’re not alone.

 

The good news is that particularly in our “Digital Age”, the ability to collect, analyse and use data is easier than ever before. Improving your in-store customer experience is easy to achieve through the use of retail analytics.

 

Let’s take a look at why you should be collecting customer data, at the different sources you can use to collect this data, and how to use it.

 

Why customer data matters:

We’ve all heard this repeatedly: Retailers that succeed in this “customer-centric” world are those that can listen and understand their customers, and create individual offerings that are relevant to the customer, and that engage and excite the customer. This is not new to any of us; we all understand the importance of knowing the customer.

 

At the centre of knowing and understanding your customer is DATA. Retail data can provide you insights into every nook and cranny of your customer’s behaviour – from the way they search, to how they walk through your store, if external forces such as weather affects them, if internal forces such as staff affect them, how they purchase, and more. Being able to intimately understand your customer’s behaviour allows you to implement changes to your operations, marketing, communications and business processes to improve your in-store customer experience, and ultimately improve your commercial performance.

 

Where can you collect customer data from?

In-store analytics is most powerful when you collect data from a number of systems that seamlessly work together to produce an overall picture of whom your customer is and how they interact with you.

Some data sources may include:

  • POS Systems
  • CRM Systems
  • ERP Systems
  • Video Cameras
  • Wi-Fi & Bluetooth Devices
  • Guest Wi-Fi
  • Staffing Systems
  • Promotional Calendars
  • Payment Cards
  • Weather
  • Loyalty Systems
  • Social WiFi
  • And more!

 

How to collect and use retail customer data?

It’s imperative that retailers look to partner with an analytics engine that has the ability to collect, analyse and visualise huge volumes of retail data, from various sources, various locations, and in real time.

Having the ability to collect all types of retail data and analysing it can assist you in making changes to the way you currently do business, ultimately to provide customers a better experience and to increase sales.

For example, let’s say your retail analytics suggest that once your customers have selected a “large” item from the shelves, they tend to move quite quickly to the checkout, bypassing other areas of the store very quickly. Or perhaps it shows that consumers are more likely to buy into a promotion if located an eye-level and in close proximity to product XYZ. Potentially analytics can also provide information like the areas in the store staff assistance is required, if the weather conditions affect sales, and much, much more.

 

Why Digital Experiences

Digital Experiences offers retail analytics which has many advantages for retailers looking to improve their in-store customer experience and ultimately their bottom line. These advantages include using an analytics engine that:

  • Integrates data from all locations worldwide
  • Is scalable for any size enterprise
  • Provides real-time access to store results
  • Actively monitors input sources for data integrity
  • Is highly secure and compliant with applicable common standards
  • Offers on-cloud or on premise deployment

 

If you are have ever wondered: who are my customers, how many people enter my stores, how do my shoppers behave in-store, do my staff contribute to store success, how are my stores performing against my KPIs, in addition to other customer-related queries, then you need to invest in a retail analytics system. Having deep insights into customer behaviour will open your stores into a new landscape of increased customer experience, improving your commercial performance.

 

Speak to Digital Experiences today about how Retail Analytics can benefit your business.