Customization is the name of the game when it comes to building relationships with customers. Just as a gift is more memorable when it is personally picked out for the recipient, a transaction is more successful when it is geared to the consumer's own self-image.
Thanks to big data analysis, wireless retailers can tune into consumer desires and personalize the customer journey so the patron finds a product that aligns with their preferences, past purchases, and lifestyle. What follows is an example of how big data can help wireless retailers customize the entire customer journey.
The customer searches for an item
Imagine a consumer whose favorite thing about phones is snapping pictures with the built-in camera. Unfortunately, she accidentally cracked the camera's lens and now wants a new device. She searches from her smartphone, trying to find out which phone in her budget is the best for amateur photography.
If a wireless retailer's analytics are capturing data well, they should be able to collect which search terms the customer used to get to their website. Perhaps she has typed the phrase "best camera" into Google. Next, she signs into her wireless retailer's website to compare and contrast various models within her price range. The website should be able to associate the “best camera” phrase with her username.
The customer enters the brick-and-mortar store
The next step in the customer journey is to apply data gathered on a customer to their in-store experience. Once a customer enters a wireless retailer's physical location, their phone will likely connect with the store's WiFi system, which registers their device's IP address. The combination of data can reveal their browsing habits—in this example, the store would learn that they have been searching online for an affordable phone with a good camera. The analytics system can notify the wireless retailer's busy staff about what the customer is seeking and aid them by suggesting models that match their demands.
The customer finds the right product match
A sales associate would then bring a tablet to the customer and show her how the system suggests phone models with good cameras that are in stock. The two can work together to find the phone that best fits her needs. By leveraging the information accessible on the tablet, alongside the details about the customer's search and buying history, the sales associate can help find a phone model that fits the needs and budget of their customer. Having provided a rewarding customer journey, the retailer is likely to retain the customer's loyalty in the future.
The scenario described above is exactly where omnichannel retail is headed. Wireless retailers can get a head start on the future by installing systems that help them make sense of vast amounts of customer data.
Discover more ways to optimize your operations by downloading our whitepaper, Survival Guide for Wireless Retailers.
Photos: Shutterstock/ Hadrian, Shutterstock / Sata Production, Shutterstock / Sorbis, Shutterstock/ Hadrian