Retail : How to improve your digital strategy by leveraging your customer data?

Written by Zoé Baillieux on Mar 2, 2020 1:12:25 PM

Communicating on digital in recent years has become essential for retailers. It has become quite normal that the majority of them have paid strategies and that they are present on social networks etc.

Unfortunately, it is noted that the majority of retailers spend a considerable amount of their budget on digital, without having a precise vision of the results of their campaigns. Retailers are communicating massively, without differentiating messages according to the profile of each consumer this action does not allow them to exploit the full potential of digital.


We invite you to discover in this article, 5 levers you can implement with the Advalo platform to improve campaign performance while reducing the budget that you allocate to digital.

 


1 : Segment visitors according to their typology and identify intending buyers

With the establishment of a scoring model, the Advalo platform detects and qualifies in real-time purchase intentions of visitors to store websites. By assigning a score to each visitor, it assesses purchase intention warmth, while another algorithm detects the product that most interests them.

By leveraging these insights marketing teams can activate personalized marketing campaigns and follow purchase intention on all points of contact.

 

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By identifying website visitors according to their typologies, brands are then able to qualify the intending buyers’ journey and then activate targeted marketing plans on the priority segments.

Discover in this video testimony, how the Éram brand succeeded in reducing its acquisition cost by 25% (e-commerce scope), by prioritizing investments on the targets that matter most.

See the testimony video

 

2 : Evaluate the impact of your digital actions on sales made in stores, to better understand the customer journey and increase the ROI of your campaigns.

Although all retailers communicate on digital, many of them still evaluate the performance of their campaigns solely on the turnover generated by E-commerce. However, for the majority of distributors, 80 or 90% of transactions (depending on the sector) are finalized in stores. This means that brands do not take into account the contribution of digital campaigns on all of the sales they generate.

 

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Thanks to the consolidation of online behavioral data and offline CRM data, the Advalo platform makes it possible to obtain an omnichannel vision of the purchasing journey of each consumer, and finely measure the impact of digital actions on sales made on and offline.

Discover the results of the study carried out for our client BUT by reading our client case below.

 

Discover BUT case study

 

3 : Recrute the most revenue-generating customers

Customer database segmentation is enriched thanks to multiple qualification models. Advalo AI identifies the characteristics specific to individuals belonging to strategic segments in order to create an audience dedicated to the acquisition, composed customer profiles that will generate the most value in the future while excluding individuals already present in the database.

The example of our client Cache-Cache:

By synchronizing the “very good customers” segments with programmatic media platforms, by identifying profiles similar to the best customers, in catchment areas, and by offering the most recruiting products, Advalo has enabled the Beaumanoir group's brand to optimize acquisition costs and recruit high-potential clients.

Discover the case study

 

4 : Optimize your online web visitors and store buyers conversion by personalizing the relationship throughout the customer journey 

Thanks to artificial intelligence algorithms and innovative predictive models, the omnichannel Advalo platform leverages behavioral and CRM data, physical and digital, to send messages to consumers at all points of contact that meet their needs and desires.

Individualized marketing and personalization allow marketers to optimize the conversion rate of their campaigns. It allows marketers to propose each of their customers the offers that are most relevant to them and the products that are closest to the needs they express, whatever the point of contact.

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Complementary products, similar products…product customization again leverages all of the data available to brands, which can, thanks to artificial intelligence and models, predict in light of past or current customer behavior, what they are precisely interested in today, and what might interest the customer tomorrow.

 

5 : Improve customer loyalty by deploying an individualized relationship on digital 

By establishing links between the CRM identifiers of its customers and navigation cookies generated by their internet browsing, marketing teams of brands can find their customers on the digital channel in order to open new points of contact with them. They can talk to them wherever they are and where their purchasing decision is built.

Brands can personalize their digital campaigns by leveraging CRM data and communicate in addition to traditional emailing campaigns. Better communication with its customers means improved value and loyalty.

The example of our client BUT:

Contacting customers outside traditional SMS and email channels was a real challenge for BUT. By digitizing nearly 30% of its active 12-month CRM base, the brand was able to extend its CRM relationship plan to digital. By activating its customer base via search and social networks. The number of activated customers reached 3.6 million, of which 63% were not by email.

Lire l'interview

 

 

Topics: Retail, AI &Data, Cas Clients

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