{"id":19634,"date":"2018-05-02T13:19:15","date_gmt":"2018-05-02T13:19:15","guid":{"rendered":"https:\/\/ucopia.weblib-test.com\/?p=19634"},"modified":"2023-10-13T12:54:01","modified_gmt":"2023-10-13T12:54:01","slug":"data-driven-marketing-retail","status":"publish","type":"post","link":"https:\/\/ucopia.weblib-test.com\/en\/non-classifiee\/data-driven-marketing-retail\/","title":{"rendered":"Create a marketing strategy with customer data in retail"},"content":{"rendered":"

Data-driven Marketing helps brick & mortar retail sales as well!<\/strong><\/h2>\n

When digital meets marketing, it unleashes the power of data-driven marketing:<\/a> marketing that graduates from surveys to provide data-based insights. More information is collected, processed faster, more effectively and with greater precision: data-driven marketing heralds a new era where smart targeting replaces mass advertising. <\/strong><\/p>\n

Data not only enables customized messaging but also restores the efficiency of marketing strategies<\/a> by offering advertisers and retailers the ROI-based approach they have been advocating for so long.<\/strong><\/p>\n

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Benefits of data-driven marketing strategies<\/strong><\/h2>\n

Brick & mortar stores have a handicap compared to e-commerce<\/a>: they are blind. Whereas online retail sites can use data analytics solutions to understand shoppers\u2019 habits, enhance customer journeys and raise conversion rates, physical stores are deprived of such a precious asset.<\/p>\n

The world of communications has reached a turning\u00a0point as it says good-bye to mass marketing and hello to the era of ultra-personalization<\/a> that puts consumers back at the center of the customer journey. Taking that direction requires having the means to know your customers \u2014\u00a0or at least have the tools to get to know them and develop close relationships. And this requires getting to know their shopping journey<\/a>. This is where a phygital strategy comes in, based on proximity marketing. It entails combining the information collected both online and in physical retail outlets thanks to the Wi-Fi portal<\/a>, in order to attain an omnichannel view of customer behavior.<\/p>\n

Proximity data does much more for retailers than a database bought on the Internet, which will provide names, email addresses and phone numbers of potential customers, but no information on consumption behaviors. Yet, combining both sociological and demographic data stands as the way to optimize value generation from data<\/a>.<\/p>\n

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From data to insights: building a strategy <\/strong><\/h2>\n

Concretely, data can be used to analyze a shopping center\u2019s traffic and to adjust rental charges according to the location of the leases or of advertising space. For sales outlets, data can help improve traffic in real time and direct shoppers to strategic points of interest. But in order to achieve this result, data must be processed. Therefore, the first step to a data-driven strategy is about ensuring the accessibility of the data collected.<\/p>\n

Proximity marketing correlates online and offline metrics. Bounce rate, time spent shopping, number of visits, conversion\u00a0rate: all this data can be used by stores to chart a 360-degree customer journey through a simple Wi-Fi connection. In this strategy, customers remain in control of their data<\/a> and give their consent to its analysis, in compliance with the 2018 General Data Protection Regulation.<\/p>\n

By turning data into insights, proximity marketing gives rise to two types of strategies.<\/p>\n