How to deal with omnichannel client using Business Intelligence and Business Analytics?
Firstly, in case you do not know or remember, clicking here you find the concept of what an omnichannel consumer is.
Although 55% of the more than 9,000 consumers surveyed for the Connected Shoppers study say they have already shopped online and have withdrawn the product in store, confirming the trend of the omnichannel. The same percentage is said to be disappointed with the few options or features offered by retailers when it comes to buying connected.
According to the clients, there is a lot of disconnection among the channels: in the same network, it is possible to have a product in the online, but not in the physical store, or even lack of information of the site by the personnel in store.
Faced with this, these consumers demand more artificial intelligence in transactions, aiming to exterminate the old human flaw, and much, but VERY, personalization.
For the customer, okay: it's just wanting, asking, demanding. But what about the retailer? What is the answer to this demand?
It is in Business Intelligence and Business Analytics technology. The data is everything: if you have information on buying habits, behavioral profile, and socio-demographic data of your target audience, the shopkeeper will be much better prepared to design multi-channel actions that really please the audience, especially the omnichannel .
Of course, the data alone is useless. What really matters is to have information. And that's where BI and BA come in.
The first, analyzing everything that comes from content via the store, physical and online records, emails, spreadsheets, databases, records, historical, social networks and many others
eteceteras to deliver tables that will give visibility on the profiles to be met and the strategies to be traced. It is turned into rich information to garner decision power.
The BA is worth picking up this whole range of data, more future prospects, and designing, simulating, evaluating scenarios to come. With this, the retailer will be better able to understand not only what the consumer wants, but what he can gain the most by coming to him. It is differential delivery, is to surprise the customer with the unexpected and gain their attention - and, if all goes well, your heart.
In the study cited, 62% of buyers want to receive recommendations from the retailers they usually buy. Well, the BI is perfect to indicate, through history of purchases, what to recommend to a certain profile.
Another 80% want even more: they would like personalized nominations. That is, it is not a shoe for my profile, it is an exact shoe for ME. Nothing better than having all the information of this customer analyzed to reach such level of care.
Still, 75% of respondents say they want to share their data with retailers,
as long as it gives them better experiences. Then use the data to make serving this customer easier, agile, faster, customized on the next purchase.
There are many possibilities that BI and BA deliver to retail in the omnichannel era. The only option out of the question is not to use them.