Your Customers Expect More, So Give Them More

Your Customers Expect More, So Give Them More

girlonipadPretend this person’s name is Katherine Doe. Now, let’s also assume she is a customer of yours. Katherine is probably someone who expects a personalized shopping experience; this is safe to assume because “70% of consumers want more personalized shopping experiences.”1 You might think that knowing her first and last name is the key to providing her a personalized shopping experience. You would be wrong, but don’t worry, you’re not alone.

“79% of survey marketers said customer personalization is very important to achieving their top marketing and customer experience goals.”2 Yet, “just 5 percent of responding marketers indicated that they have mastered the ability to adapt and predict the customer journey and what actions will result in maximum value.”3

Personalization is in demand, but few marketers know how to make it work for their brands. And although knowing Katherine’s name might help to organize a database, you would get the same effect by replacing names with ID numbers. That is not personal. In order to truly understand Katherine and your other customers, you need one thing: Context.

What do we mean by context?

Here’s another quote from one of the articles quoted above:

“Context is a combination of what customers have done, where they’ve done it, and with whom they have done it. Triangulating the actions, locations, and relationships of customers can provide marketers with the customized information they need to craft truly targeted messages and establish meaningful customer connections.”

How can marketers triangulate their data?

“Context marketing is about timing communication so that it’s most relevant, it’s providing: 1) the right content; 2) to the right prospect; 3) at just the right moment.”4

This is great in theory, but it is hard for omnichannel retail marketers to get the right context without understanding the customer deeply across all channels. Why? Because it is hard to organize and then use all of the data a retailer obtains across all of the brand’s different retail channels. Fortunately, it’s not easier for marketers to organize disparate data sets from the brand’s various channels. This is part of the heart of Lumiary.

That is the heart of Lumiary

Lumiary is for the omnichannel retail marketer who wants to give his or her customers a personalized shopping experience. After you combine your data, the software will get to work and automatically provide you with recommendations to appease all your customers.

With this, you have context. With context, you give your customers more.

 

1 Hong, Patrick. “70% Of Consumers Want More Personalized Shopping Experiences.” Momentology. Linkdex, 01 Dec. 2014. Web. 11 Feb. 2016. <http://www.momentology.com/3362-70-of-consumers-want-more-personalized-shopping-experiences/>

2 Fishman, Andrea. “Context Is Key To Customer Personalization.” CMO. CMO.com, 26 Jan. 2016. Web. 09 Feb. 2016. <http://www.cmo.com/articles/2016/1/19/context-is-key-to-customer-personalization.html>.

3 Gorman, Patrick. “CMO Council: Marketers Struggling to Personalize, Create Real-time Interactions.” FierceCMO. FierceCMO.com, 20 Jan. 2016. Web. 09 Feb. 2016. <http://www.fiercecmo.com/story/cmo-council-marketers-struggling-personalize-create-real-time-interactions/2016-01-20?utm_content=buffer3b5ff&utm_medium=social&utm_source=twitter.com&utm_campaign=buffer>.

4 Begg, Rachel. “Context Marketing vs. Content Marketing.” Business 2 Community. Business 2 Community, 18 Apr. 2014. Web. 11 Feb. 2016. <http://www.business2community.com/content-marketing/context-marketing-vs-content-marketing-0853169#gUuOAgBFSBvk8bBT.99>.

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Carrington Williams

Carrington is a co-founder at Q where he heads the product team. Before Q, he built the marketplace metrics and strategy and business development functions at Etsy.com.

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