Page 10 - index
P. 10
RESEARCH, ANALYSIS & TRENDS
Whether offline or online, consumers
want to shop conveniently and cheaply
In today’s omnichannel world, the business challenge is The automated analysis of the Customer Journey pro-
to understand customers and their individual needs per- vides the basis, with information about e.g. which prod-
fectly to be able to address them adequately via the var- ucts the customer has recently viewed, bought, or re-
ious channels available. One key factor is the targeted moved from the shopping cart.
and effective customer segmentation, using modern
marketing technologies. This information can again be used to create automat-
ed omnichannel campaigns which manage to address
According to Aberdeen Group analysts, online retailers selected segments of the customer base, inform them
can increase their click-through rate by 14% and the according to their interests and lead them to the de-
conversion rate by 10% with effective segmentation, sired platforms, where the customer can then continue
and such a success is mainly based on an increased his Customer Journey through other requirements-
customer understanding, thanks to modern IT analysis specific recommendations in real-time and on-site.
methods.
Long clicking through cluttered shopping websites is
In the process, online customer profiles are analyzed therefore a thing of the past and customers can con-
automatically and divided into individual groups, based centrate on the products that are of real interest to
on individual criteria such as purchasing behavior, pur- them. Furthermore, since all purchase information is
chasing power and product interests. In a next step, the again incorporated into the segmentation, it is possible
segments identified can be addressed properly accord- to prevent that buyers receive offers of the product they
ing to their needs. already bought again and again. Instead, the dealer
offers added value when recommending matching arti-
Virtual customer consultation cles, for instance, to the purchased suit the matching
tie, and showcases that the right segmentation in the
As everywhere nowadays, the individual is at the center run-up is decisive.
and virtual consultation increases in popularity. Custom-
ers benefit from tailor-made product recommendations Better customer engagement
and discounts, which ensures a high customer ac-
ceptance of segment-based marketing measures. For such kind of 360-degree view of customers, manu-
facturers of online marketing solutions are increasingly
10 November 2016 - Customer Relationship Management (CRM:)
Whether offline or online, consumers
want to shop conveniently and cheaply
In today’s omnichannel world, the business challenge is The automated analysis of the Customer Journey pro-
to understand customers and their individual needs per- vides the basis, with information about e.g. which prod-
fectly to be able to address them adequately via the var- ucts the customer has recently viewed, bought, or re-
ious channels available. One key factor is the targeted moved from the shopping cart.
and effective customer segmentation, using modern
marketing technologies. This information can again be used to create automat-
ed omnichannel campaigns which manage to address
According to Aberdeen Group analysts, online retailers selected segments of the customer base, inform them
can increase their click-through rate by 14% and the according to their interests and lead them to the de-
conversion rate by 10% with effective segmentation, sired platforms, where the customer can then continue
and such a success is mainly based on an increased his Customer Journey through other requirements-
customer understanding, thanks to modern IT analysis specific recommendations in real-time and on-site.
methods.
Long clicking through cluttered shopping websites is
In the process, online customer profiles are analyzed therefore a thing of the past and customers can con-
automatically and divided into individual groups, based centrate on the products that are of real interest to
on individual criteria such as purchasing behavior, pur- them. Furthermore, since all purchase information is
chasing power and product interests. In a next step, the again incorporated into the segmentation, it is possible
segments identified can be addressed properly accord- to prevent that buyers receive offers of the product they
ing to their needs. already bought again and again. Instead, the dealer
offers added value when recommending matching arti-
Virtual customer consultation cles, for instance, to the purchased suit the matching
tie, and showcases that the right segmentation in the
As everywhere nowadays, the individual is at the center run-up is decisive.
and virtual consultation increases in popularity. Custom-
ers benefit from tailor-made product recommendations Better customer engagement
and discounts, which ensures a high customer ac-
ceptance of segment-based marketing measures. For such kind of 360-degree view of customers, manu-
facturers of online marketing solutions are increasingly
10 November 2016 - Customer Relationship Management (CRM:)
