《BlueConic：2023年零售全渠道轉型加速報告（英文版）（21頁）.pdf》由會員分享，可在線閱讀，更多相關《BlueConic：2023年零售全渠道轉型加速報告（英文版）（21頁）.pdf（21頁珍藏版）》請在三個皮匠報告上搜索。

1、Omni-Channel Acceleration in RetailHow to Turn Your First-Party Data Into a Strategic Business AsseteBrief 2022 BlueConic Intellectual Property B.V.All rights Page 20306 20 What Effective Omni-Channel Acceleration EntailsDriving Growth from Cross-Functional InitiativesEnabling Transformational Growt

2、h with BlueConicTable of Contents 2022 BlueConic Intellectual Property B.V.All rights Page 3Omni-channel acceleration is happening across the retail industry.Traditional retailers with brick-and-mortar stores are bolstering their ecommerce efforts and creating new digital experiences.Meanwhile,digit

3、al natives that got their start in ecommerce are looking for smarter ways to engage customers and drive growth.The impact of COVID-19 on consumers shopping behaviors and expectations has only exacerbated the need for digital transformation in retail.However,a number of macro factors were already dis

4、rupting the status quo well before the pandemic,including:Competitive pressure on traditional retailers from customer-centric digitalnativesNew global consumer data privacy regulations,such as the GDPR and CCPAThird-party cookie deprecation due to tracking restrictions in Chrome andSafariCombined wi

5、th the impact of the pandemic,all three factors are resulting in a shift away from third-party data in favor of first-party data,the need for greater business agility,and the adoption of a new,more intelligent customer engagement model.What Effective Omni-Channel Acceleration Entails 2022 BlueConic

6、Intellectual Property B.V.All rights Page 4What Effective Omni-Channel Acceleration EntailsFor retailers,this means executing on a strategic vision of omni-channel acceleration,which will fundamentally transform how their businesses understand and interact with customers.More specifically,the outcom

7、e should be to:Reduce the gap between having consumer data and acting on itGet things done faster and in a more intuitive and/or automated wayMake new program testing smarter,less risky,and more scalableRecognize and engage consumers across channels and touchpointsOffer new,more relevant and persona

8、lized customer experiencesIn addition to rethinking legacy organizational structures as part of the strategic vision for the future,retailers are also auditing their tech stacks and evaluating solutionsto meet their business needs.Just 30%of retail marketers said theyre effective at driving seamless

9、,consistent omni-channel experiences for customers.130%1:https:/ BlueConic Intellectual Property B.V.All rights Page 5What Effective Omni-Channel Acceleration EntailsThe modernization of retailers tech stacks is leading to widespread adoption of customer data platforms(CDP)to enable omni-channel tra

10、nsformation.A CDP serves as the lynchpin to making the single customer view(a.k.a.the consumer 360 view)accessible to business users in the customer experience,marketing,ecommerce,analytics,and digital product teams.What these teams and their tools lack is access to first-party customer data that is

11、 both unified and actionable to effectively orchestrate individualized experiences across all customer touchpoints.Attempts to repurpose data solutions designed for internal-facing parts of the business such as IT,operations,finance,or data science have proven ineffective for orchestrating customer

12、experiences time and again.As a consequence,the teams responsible for driving growth are at the mercy of internal(e.g.,IT,the analytics team,legacy databases)and external(e.g.,agencies,tech vendors)entities to dictate when,where,and how they can use data to orchestrate customer experiences.Modernizi

13、ng Retail Tech Stacks for Activation 2022 BlueConic Intellectual Property B.V.All rights Page 6While omni-channel acceleration is a strategic vision for many retailers today,there are typically several growth initiatives tied to that vision including:Cross-Channel Customer Lifecycle MarketingAnalyti

14、cs&Data Science DemocratizationDigital Experiences That Foster LoyaltyAudience MonetizationThese growth initiatives are cross-functional by nature.In almost every case,there are multiple business teams involved in seeking new(or expanding existing)sources of revenue,data,and/or competitive advantage

15、s.Driving Growth from Cross-Functional Initiatives 2022 BlueConic Intellectual Property B.V.All rights Page 72 https:/ Growth from Cross-Functional InitiativesOften,the benefits of an accessible single customer view that first come to mind are delivering personalized experiences and product recommen

16、dations or reducing ad waste with refined audience targeting and suppression efforts.The business outcomes for both will most certainly improve with access to better data.However,there is an even greater growth opportunity to be realized when a single customer view is in the hands of business techno

17、logy users.And that is true,end-to end customer lifecycle marketing.Lifecycle marketing is the use of data and insights to identify priority customer segments,then executing cross-functional programs to move those customers through their journeys and drive better business outcomes.Successful custome

18、r lifecycle marketing starts with transforming the underlying marketing operations and processes to make them more efficient.Before your marketing team can begin to design innovative programs for all customer lifecycle stages,you must first address operational challenges by:Eliminating steps in curr

19、ent processes to get to desired outcomes fasterEnabling marketers to rely less on their IT team and external agenciesMaintaining a state of timely and personalized customer interactionRead our blog post to learn more about how you can overcome these operational challenges and elevate your customer l

20、ifecycle marketing efforts.Cross-Channel Customer Lifecycle Marketing83%of consumers say they want their shopping experience to be personalized in some way by retailers they buy from.283%2022 BlueConic Intellectual Property B.V.All rights Page 8Bobs Discount Furniture puts BlueConics pure-play custo

21、mer data platform at the center of its marketing technology stack to drive smarter customer engagement.Prior to implementing BlueConic,the marketing and ecommerce teams didnt have access to the transactional data stored in the companys IT-owned ERP.Additionally,they were heavily reliant on event-str

22、eam data that limited their view of customer behaviors to a 90-day window.As a result,the retailer was missing an opportunity to activate its first-party data in ways that would deliver better customer experiences in every lifecycle stage.Now,thanks to BlueConic,Bobs Discount Furniture is able to co

23、nsolidate all its online and offline customer data as well as transactional data from its POS and ERP systems into unified customer profiles.Because the data is persistently stored in these profiles,the ecommerce and marketing teams can now build multi-dimensional segments that support both short-an

24、d long-term lifecycle marketing strategies.For example,the retailer can now execute upsell lifecycle marketing programs that enable it to engage an individual customer across channels and touchpoints with personalized messaging promoting a toddler bed based on the fact this customer bought a baby cr

25、ib two years earlier.Customer spotlight 2022 BlueConic Intellectual Property B.V.All rights Page 9Before implementing BlueConic,a leading faucet brand in North America relied on an external agency every time it wanted to pull customer data for a new Google or Facebook audience segment.Each time,it w

26、ould cost the business thousands of dollars.Whats more,it would take several weeks for the segment to be delivered for marketing activation.Because the end-to-end process of building and activating a segment would take so long and cost so much,the brands marketing team defaulted to requesting broad

27、segments that would likely reach a lot of customers but lacked granularity.In short,the business was missing the opportunity to test and iterate on more sophisticated lifecycle marketing campaigns designed for a much more refined,multi-dimensional audience.Now,a non-technical marketer can log into B

28、lueConic and define a new segment in 30 seconds to immediately see how many customer profiles fit the criteria.From there,they can immediately send that segment to Google and Facebook using BlueConic connections.For the first time,they can test new personalized ad experiences and micro-target at sca

29、le and all without having to rely on an agency.Customer spotlight 2022 BlueConic Intellectual Property B.V.All rights Page 10Driving Growth from Cross-Functional InitiativesFor many retailers,one of the most important growth initiatives is to democratize analytics and data science across the organiz

30、ation to both uncover meaningful customer insights and quickly act on those insights in new ways.Analytics and data science democratization doesnt mean training marketers and other non-technical functions of the business to learn Python and build predictive models to act more like data scientists.Ra

31、ther,it means finding operational solutions that will help bridge the gap between the output of data science and analytics efforts and other non-technical parts of the business responsible for engaging customers and driving growth.The best way to accomplish this is by:Eliminating external costs,manu

32、al steps,and/or redundant technologies to make the end-to-end process more efficientEnriching data in web analytics,journey analytics,and business intelligence toolsEnabling teams to act on the output of customer analytics tools in a way that allows them to iterate more quickly as well as test and l

33、earn in a non-cost-prohibitive mannerEmpowering business technology users without robust analytics or data science skills to use these capabilities in a scalable,streamlined wayUtilizing segmentation as a form of insight by coupling multiple attributes such as age,previous purchases,interests,and lo

34、cation with what customers are doing right nowAnalytics&Data Science Democratization 2022 BlueConic Intellectual Property B.V.All rights Page 113 https:/ Growth from Cross-Functional InitiativesMany retailers have started down the path of analytics and data science democratization by rethinking wher

35、e analytics sits within the company.For example,many have transitioned away from a distributed model in which analytics professionals sit within the marketing team or other lines of business but do not work cross-functionally across the organization.Instead,retailers are now adopting a centralized a

36、pproach to analytics,or even a hybrid model in which there is a centralized analytics team,but also specialists within various departments that roll up to the centralized team.The retailers that have adopted a more centralized analytics approach and embraced modern technology like a CDP to achieve a

37、 single customer view are typically more successful in bridging the customer data gap.Read our blog post to discover the types of customer analytics tools retailers leverage to democratize analytics and data science across the business.64%of retailers are improving online CX to adapt to consumers gr

38、owing preference for ecommerce shopping.364%2022 BlueConic Intellectual Property B.V.All rights Page 12VF Corp.and its iconic family of lifestyle brands,including The North Face,Vans,and Timberland,sells their products via ecommerce and brick-and-mortar store locations,resulting in a diverse set of

39、customer data across channels and brands.As such,the company adopted BlueConic as its CDP in support of its digital transformation.More specifically,VF Corp.chose BlueConic for the platforms ability to align with its strategic consumer centricity objectives and enable activation of data in marketing

40、.Ownership and implementation of BlueConic across individual brand teams is led by a centralized analytics team.This team is using BlueConic to enable use cases related to the companys digital consumer roadmap starting with a focus on consumer data quality,but also to better understand who their con

41、sumers are and how they prefer to be contacted and engaged with while also respecting their data privacy.It was critical to VF Corp.that its CDP not only offer multi-dimensional segmentation and advanced analytics capabilities,but that it also addressed its data privacy needs.Customer spotlightFrom

42、a CDP vendor selection perspective,it was a combination things.how modern the technology stack is,advanced analytics capabilities,ease of use,as well as company culture.These,at a high level,are things that we took into consideration when selecting a CDP vendor,and specifically the reason why we wen

43、t with BlueConic.”Reem Seghairoun,VP,Global Digital Consumer 360&Advanced Analytics“2022 BlueConic Intellectual Property B.V.All rights Page 134 https:/ Growth from Cross-Functional InitiativesNot all retailers have the resources to build a centralized analytics team that supports the whole business

44、 and serves as the owner of a solution like a CDP.For many retailers,its largely left to marketers to analyze data and come up with their own consumer insights to be activated in their omni-channel efforts.In these instances,analytics and data science democratization means enabling business technolo

45、gy users in marketing,commerce,and customer service to do more with the data on their own.Whether a retailer is looking to democratize analytics and data science through a centralized analytics team or its looking to enable business users to start leveraging predictive modeling and analytics without

46、 the help of a robust data science team,both share two common objectives:1.Reduce the distance between the output of analytics and data science efforts and the business users responsible for activating on insights.2.Create a closed loop to bring data back from activation end points and into the hand

47、s of analysts and data scientists and/or analytics tools.56%of ecommerce marketers are allocating more spend to secure better customer data and analytics tools.456%2022 BlueConic Intellectual Property B.V.All rights Page 14An apparel-and-accessories retailer with ecommerce and brick-and-mortar locat

48、ions uses BlueConic to unify its first-party data and activate it in its omni-channel strategy.Unlike other retailers with a robust and centralized analytics team,this retailers marketing team has limited in-house analytics resources and skills.So,the marketing team members use BlueConic to build th

49、eir own multi-dimensional segments based on a combination of loyalty data,POS data,online behavioral data,and customer scores calculated by CLV and RFM models available in the platform.Since implementing BlueConic,the retailer is able to understand who its highest-value customers are based on recenc

50、y,frequency,and monetary(RFM)value,then use this information to optimize ad targeting.They suppress ads to shoppers in the lowest RFM quartile while targeting lookalike audiences that reflect its top-three quartiles.The marketing team has also gained new operational efficiencies because it no longer

51、 has to spend time manually uploading lists to Google and Facebook for ad targeting.BlueConic syncs segments in real time.The team is even able to build and distribute customer insights dashboards to in-store associates.Because the underlying data is already unified in BlueConic,these dashboards are

52、 updated and sent to associates weekly and with minimal effort.Individual store associates not only use those insights to engage their high-value customers,but also optimize product inventory based on their preferences.Customer spotlight 2022 BlueConic Intellectual Property B.V.All rights Page 15Dri

53、ving Growth from Cross-Functional InitiativesOne of retails hottest growth initiatives right now is building compelling digital products and experiences that foster loyalty among customers.In fact,many retailers are adding Chief Digital Officers(CDO)or Chief Experience Officers(CXO)to their C-suite

54、to lead end-to-end customer experience initiatives.Often,these roles not only oversee a companys overarching digital transformation,but also the various omni-channel efforts that come from it.For example,furniture retailers are using augmented reality(AR)to create virtual experiences on their websit

55、es so customers can see how a couch,coffee table,or bookcase might look in their own living room.Others are rethinking their brick-and-mortar locations.Rather than only thinking of stores as environments for customer transactions,they are now being redesigned to become experiential environments.Cons

56、umers who shop in these stores are likely to find them filled with the latest tech in digital screens,mobile associates,and POS units all in an effort to create a mutually beneficial experience for the customer and business.Digital Experiences That Foster Loyalty81%of retailers are prioritizing pers

57、onalization amid the pandemic,while 55%prioritized it before COVID-19.581%5 https:/ 2022 BlueConic Intellectual Property B.V.All rights Page 16Driving Growth from Cross-Functional InitiativesThe big question on every CDOs mind today is,“How do I improve customer loyalty through exceptional customer

58、experience?”But before a CDO can tackle this broader question and embark on designing new AR and in-store experiences,they must first address their core operational challenges.This starts with asking other key questions.Notably,how can the business:Power data to and collection from digital customer

59、experiences?Build experiences on top of first-party data no competitor can replicate?Use high-quality data to improve the relevance of interactions at scale?Drive dynamic,highly personalized interactions across channels?2022 BlueConic Intellectual Property B.V.All rights Page 17Americas Test Kitchen

60、(ATK)is a popular multimedia company that produces TV shows,magazines,podcasts,cookbooks,and online classes for home cooks of all ages across its well-known family of brands.Additionally,it sells products and merchandise through its ecommerce site,ATK Shop.When ATK first implemented BlueConic severa

61、l years ago,its primary use case was to unify more than 10 years worth of historical data into robust customer profiles to improve its customer analytics efforts.Once the data was unified,ATK used BlueConics segmentation and analytics capabilities to discover how different audiences interact with it

62、s brands.From there,the marketing and ecommerce teams could act on these insights by designing personalized upsell and cross-sell marketing programs and experiences that werent possible before.For example,it could update ATK Shop pricing in real time,depending on which personalized email offer a cus

63、tomer receives and clicks on to arrive at a particular product page.Because BlueConic puts ATKs unified profile data in proximity to activation channels(e.g.,email,web,mobile,ecommerce),it enables the marketing and ecommerce teams to automate programs while optimizing for business outcomes.Now,ATK i

64、s using BlueConic to power new digital experiences during the holidays that are intended to drive customer loyalty.Not only is BlueConic capturing the data from these customer interactions and storing it in unified profiles so it can be activated across channels,but ATK is also using BlueConics pers

65、onalization capabilities to deliver these experiences across its brand websites and ATK Shop.Customer spotlight 2022 BlueConic Intellectual Property B.V.All rights Page 18Driving Growth from Cross-Functional InitiativesOf all the growth initiatives retailers are focused on today,audience monetizatio

66、n is probably the most ambitious.Nevertheless,more and more retailers areto capitalize on the high demand for their customer data.These initiatives are taking shape in a couple ways.Some retailers are offering new data products and services to partners and manufacturers that sell products in their s

67、tores.Others are launching advertising products and media networks for brands that want to target their unique shopper audience.Here are some of the most prominent examples of retail companies that have embraced audience monetization(besides Amazon,of course):Target brands its own in-house media net

68、work called RoundelWalmart Media Group rebrands its advertising arm to Walmart ConnectKroger offers advertising platform called Kroger Precision MarketingWalgreens introduces its new Walgreens Advertising Group(WAG)CVS launches its own ad network called CVS Media Exchange(CMX)Audience Monetization83

69、%of companies that trust the accuracy and completeness of their first-party customer data are able to monetize it.683%6 https:/ BlueConic Intellectual Property B.V.All rights Page 19Driving Growth from Cross-Functional InitiativesAdvertisers are looking for new ways to reach their target audiences,a

70、s Facebook and Googles walled gardens continue to rise and third-party cookies crumble.Because retailers are rich in customer data from a built-in shopper audience,many see the changing climate as an opportunity to develop new revenue streams.But as with all growth initiatives,the first step is tack

71、ling the operational challenges and asking how the company can:Combat the rapid decline of third-party cookiesCreate highly refined segments to be sold at a premium to advertisersDevelop a second-party data exchange among trusted partnersEnsure consumer privacy and consent are core to all programsRe

72、ad our blog post to find out how retailers and companies across other industries are monetizing their first-party audience data.2022 BlueConic Intellectual Property B.V.All rights Page 20Turning first-party data into a strategic business asset is the future of retail.Our CDP has become an essential

73、technology solution for retailers seeking to drive operational efficiency and power their growth initiatives with data.BlueConic does this by:Prioritizing the proximity of data to consumer-facing engagement:Unlike legacy databases such as CRM and data lakes that are typically designed for purposes o

74、utside consumer engagement,our CDP centralizes data into unified profiles and makes it readily accessible for real-time,cross-channel activation.Reducing the time and effort between data insight and action:Take your consumer analytics efforts to the next level when you apply machine learning capabil

75、ities offered in our customer data platform to unified first-party data that is connected to your companys entire data and technology ecosystem.Increasing business agility and resilience:Business priorities and economic conditions change regularly.BlueConic provides you with a solution thatcan flex

76、to your unique data needs,enabling teams across your entire organization to quickly adapt to sudden changes and take advantage of new opportunities.Enabling Transformational Growth with BlueConic179 Lincoln Street,5th Floor,Boston,MA 02111+1 888 440 2583 2022 BlueConic Intellectual Property B.V.All rights reserved.Request demoLearn how to transform your relationships with consumers and unleash business growth with our customer data platform.Liberate your data