Precision Retailing: The Key To Amazing Customer Experience
Today’s retail landscape is very competitive and consumers want to feel honoured more than ever. Unpredictable shoppers expect from you to know what they have bought, what they prefer and maybe, what they could buy next. It shouldn’t be strange that clients take their business to competitors that knows them better than you. On the other side, retailers want clients that are good and loyal advocates of their brand. If retailers want this kind of connection with consumers, than they need to be at the top of client’s mind when they are thinking about shopping. Additionally, retailers need to be close to their customers and the best way is by using smartphones.
That kind of interconnection of retailers and consumers is done by precision retailing. That is a combination of finely targeted interactions, real-time monitoring and analysis through mobile technology for creating exceptional shopping experience. Using precision retailing customers develop a personal and useful connection with the retailer via a technology they already use.
In continuous search for products, shoppers are using their smartphones to find and read reviews, compare prices, take picture of that product in retail stores, and to find the best deals. Using geo-targeted notifications they can get special alerts when they are near place where can buy products on their wish list and to get special offers when checking-in on Foursquare, for example.
Direct marketing efforts can be so precise that a customer can receive a special offer for product they are wanting while walking down an aisle. That is a perfect combination of relevancy, real-time and location.
By using precision retailing, you’re not just influencing purchases and creating opportunities for up-sell and cross-sell, but you can collect important data. Which are the buying habits of your clients? Where are they shopping? What time of day do they shop? These are some of the data you can collect and by analyzing them you can make decisions based on real customer behavior.
You should use precision retailing to intensify connections with your customers which are now more demanding and tech-savvy than ever, but don’t have patience to wait for it. They are using smartphones for everything they search for and you should use this as an opportunity to make connection and provide them what they want and need.