The more mature consumers are in terms of digital uses, the greater their expectations are from brands, meaning retailers are having to focus more on cross-channel strategies and customising the customer experience.

Updated 23 September 2015

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“Demanding, unpredictable, multi-faceted, volatile, instant, opportunist, informed, communicating, multi-channel” This is how Benoit Enée from Experian Marketing Services sums up the

characteristics retailers have to take into account “so they can understand, serve and satisfy their clients and build a real relationship with them.”

 “What all customers want more than anything is to feel special and important to the brand they love. So to be perceived as the best by consumers, you have to anticipate their expectations, needs and desires. And to do that, we have to know everything about their interactions,” says Jean-Marie Dessaignes from Powa Technologies.  “And it shouldn’t make any difference whether they’re online, in front of the TV, or in a brick-and-mortar store on the other side of the world.”

Clienteling: making customers feel “unique” through a tailored relationship

Stéphane Contrepois, chairman and co-founder of a company that specialises in analysing customer behaviour, says that analysing customer data (contact details, purchasing history, behaviour) can help “personalise the customer relationship, content, offering, and thus guide consumers and help them solve problems,” by using  a variety of communication media (voice, web chat, video, email, social networks, etc.).

 "There is a massive shift from campaign-focused marketing to personalized 1:1 customer journey.”

This was one of the conclusions of a survey by Salesforce, which revealed a sharp increase in the number of marketers who plan to increase their investment this year in personalised, cross-channel customer experiences, or “clienteling”. Valérie Piotte of Publicis Shopper describes clienteling as “the ability to personalise the in-store journey, a service which was traditionally reserved for the luxury goods sector,” but which can potentially ensure customer loyalty during the customer’s in-store visit, as opposed to just afterwards. However, warns Piotte, this strategy will only work if the customer is left alone and is free to “contact a sales assistant if they wish, or remain anonymous should they choose to and make their purchase in the most digitalised way possible, without any human contact.”

E-commerce sites therefore need to facilitate access to products and information and ensure faster collection and delivery to satisfy consumers’ need for instant results.

Mobile apps should feature more innovative, location-based special offers, flash sales, and interactions with temporary points of sale so that both customers and brand can take full advantage of the potential of mobility. The points of sales, meanwhile, should also keep pace with ultra-connected customers and embrace the age of the phygital, with in-store Wi-Fi access, digital tools such as touch tablets for sales staff, interactive devices (dynamic, digital displays, shop windows and changing rooms, RFID tags and beacons), and mobile payment solutions. In short, deploy a complete arsenal of digital tools to ensure a seamless, cross-channel shopping experience.

 

Econocom at the first edition of DIGITAL(in)STORE by Equipmag

DigitalInStore-EquipmagEconocom was at stand Q026, Pavillon 1 at this new event dedicated to new technologies for points of sales: digital marketing and mobility, new payment systems, business intelligence, smart furniture, innovative merchandising and special lighting.

  • Until Wednesday 23 September 2015, Paris expo, Porte de Versailles