Todays Retail, Staying Relevant Part 2: Use your customer data everywhere

In today’s retail world many retailers have vast stores of consumer data yet they are not using it. One key tactic that can be leveraged by retailers is to use your known consumer data with a partner such as LiveRamp , Epsilon or Neustar to anonymize and find your consumers within your digital marketing tactics. Read On>>>

 

Today’s Retail, Staying Relevant Part One: Use your site and drive retail traffic

Retailers who strive to stay relevant are searching for the answers to what seems like straight forward questions:

 Question one: “How do I drive my online users to my brick and mortar retail stores”? 

Let’s unpack one of the key strategies that addresses this question. Retailers such as Best Buy, have reported success in leveraging the strategy of buy on-line/pick up in store. Read on>>>

 

Do you own the permissions

“The most important thing is to own your (customer) permissions, they are the patents of the future”. I heard this from the CEO of a partner we work with during a capability review. This is one of the more profound statements I have heard in a long time. In the MarTech space much of the conversation tends to focus on the data, the technology, the integration layer, and the user experience. Rarely is it about the permissions.

Permissions are not the sizzle or newsworthy part of the conversation. Rarely are they a part of a capability review, but they are the single most important thing that enables a brand to talk with their consumers with authenticity.

So think about your business and your consumer data, do you own the permissions or have they been inadvertently outsourced to one of your partners?

Understand the “new behavior” and focus there first

One of the most innovative aspects of the iPhone was the use of the touchscreen as an interaction form factor.  I have always marveled at how Apple completely set the industry on it head by adopting the touchscreen instead of the more traditional approach adopted by all other mobile manufacturers of a keyboard with, in some cases, a trackball form factor.  The traditional approach was established by PC usage and traditional phones and was comfortable for consumers to use.  Apple, however, spend several years preparing people to use a touch navigation when they introduced the iPod and from there evolved it to what is considered today the defacto standard in smart phone navigation.

When thinking about something new or innovative it helps to focus on “what makes it new” and then training your customer to use the product then and only then add new features…this approach has worked for the new “fab four” Apple, Google, Amazon and facebook.

The Power of Focus

Focus! Frequently project or product teams will find themselves focusing on the small “wants” rather than the true “needs”. These small wants while having value over the long term will create delay and confusion and ultimately the teams will miss the opportutity in front of them because they loose Focus on what’s important.

The key to being successful is to stay Focused on those features that deliver value early and then iterate often on those “wants” that consumers truly want.