How to build customer intimacy and an omnichannel experience: the IBM Ecosystem explains
Daryl Pereira 270002AW8D firstname.lastname@example.org | | Tags:  retail aginity ibm nrf14 findability sapientnitro
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The retail space is going through incredible transformation. The channels customers are using to buy and interact with brands are proliferating faster than you can pin an Etsy brooch on Pinterest. At the same time, the technology and data available to retailers is similarly burgeoning, driven largely by the digital fumes customers leave in their wake as they move around the (mobile/social) web.
How do retailers prosper in this environment?
By employing a new breed of vendor we're seeing in the tech space: one that somehow manages to have both deep technical and business/domain knowledge. On the one hand we're seeing digital agencies move away from their traditional talent/creative model by bringing in-house strong technical capabilities (and turning these into SaaS solutions). On the other, traditional tech vendors are learning how to woo the CMO rather than the CIO by describing how their solutions can foster customer intimacy.
We caught up with a number of these vendors at recent events where they explained the changes undergoing the retail industry and showed us how brands can cope with this change.
- Jon Panella from SapientNitro tells how they worked with major US retailer Target to implement a new omnichannel solution that can tell what a customer does in-store, online, on a mobile app etc. in order to 1:1 target customers
- Mike Blyth from Aginity talks to the wide array of data sources now available: store data, ecommerce data, clickstream data, social data, and the importance of unifying all of these sources
- Anand Mahurkar from Findability Science suggests that 80% of the data needed to run a business now resides outside the firewall and organizations don't know what is important until after analyzing and deriving insights
Watch this video to learn more:
With the major NRF event upon us this week, Sandy Carter, IBM General Manager for Ecosystem Development tackles the omnichannel issue in this blog post.
It's clear that retail is going through a period of intense upheaval right now. Who will the winners be? Those organizations that can "represent their brand in a constant experience with the customer" as Jon Panella puts it.