Symphony GOLD's Strategic Account Manager Judith Zielinski thinks that a truly customer-centric organization will have moved beyond pure CRM and loyalty programs to in-depth customer engagement to make customers feel like royalty. But what does it entail?
“To truly engage with the customer, a business must have the ability to transform their data into a strategic asset, using it to create an experience that shoppers really value,” shares Symphony GOLD’s Strategic Account Manager Judith Zielinski. Retailers must have the skill to differentiate through assortment relevancy with the most relevant winning over variety. What’s more, the capability to differentiate should be on a very local level, rather than regional or national.
With customers now directing changes in retail — demanding value, convenience, and choice — one way of providing good customer experience is by ensuring ease of shopping or making it so that customers find their preferred products easily and purchasing it immediately. This is one way of showing shoppers that they are valued and understood by the retailer.
It is key for retailers to set their technology infrastructure up in such a way that it allows them to quickly react to changes in product availability or consumer trends. Using digital technology as a measurement tool will provide the capability for knowledge-based customer targeting.
Zielinkski adds, “It takes a combination of a customer focused corporate culture, together with systems able to provide easy to understand and up-to-date customer and product information.” The better a retailer knows their customer the more they are able to provide what they want, when they want it.
One of these systems is proximity marketing using geo-location technology, the latest tool being evaluated by retail, where the store can both identify the shopper and their location in-store. The technology underpinning proximity marketing allows immediate dialogue between the retailer, store, and the shopper. Why is this so important? Zielinski explains, “Retailers who are serious about providing an excellent customer experience need to leverage intelligence on customer preferences, as well as buying patterns.” With geo-location technology, a far more tightly targeted and relevant communication can be achieved with customers. This is particularly important in environments such as grocery or DIY, where a store assistant may not be readily on hand.
Today’s customer no longer shops based solely on proximity or loyalty, they make their choice based on ease of shop. Digital technology allows retailers to provide the most relevant assortment, and make it easy and convenient for the consumer to find and purchase their preferred products instore or online. A company that combines their category management skills, supply chain, and retail operations with data on shopping habits will have a distinct competitive advantage.
The following are the capabilities needed to provide a seamless customer experience:
Get the Latest News
The most efficient working day. Insights and ideas from the stage and from a network of executives. The best solutions for your business challenges.
Meet executives with investment needs. Bring your solutions and insights to your most potential clients. 11 markets, 20 000 executives, guaranteed meetings.
Management Events brings together top-level executives and solution providers, providing high value to both parties. Our concept attracts 20 000 visionary leaders to our events in eleven countries, over 170 times a year. Management Events Surveys provides insights and trends for solution providers and executives, helping them gain deeper understanding of challenges and needs of the largest corporations.
Sorry but your browser screen is too small for this site.