The Covid crisis has impacted eCommerce significantly, with up to 6 years of growth seen over the last 12 months. This has raised a number of concerns for retailers, including Amazon explosive growth over the course of the pandemic, which has created even more fierce competition in the retail marketplace (including eCommerce and access to brands media budgets).
In addition to this, new challenges have arisen related to the customer journey, which has become more complex with an increase in the number of touchpoints to the path to sale — impacting brands abilities to deliver true personalisation to the end consumer (important, as over 47% of customers will check Amazon if a brand they are shopping with isn’t providing personalised recommendations — potentially increasing Amazon’s market share further).
In order to overcome the market challenges, retailers need to ensure they stand out from the competition, including Amazon, to deliver a range of data marketing use cases underpinned by their valuable 1st party data (inc. personalisation, retention and media offerings). They can achieve this by focusing on how they collect customer data types from different sources, including email, web, shop, call centres, surveys etc. In turn, providing them with a 360 degree customer view.
Customer Data Platforms are a core piece of technology which can help retailers achieve this goal and overcome the above challenges. By providing a retailer with a 360 degree customer view, brands are then able to communicate in real-time to their consumers across multiple activation channels, including display, social, email, push notification etc. However due to the growth in this sector, there are many vendors claiming to be a CDP without the required capabilities. This, in turn, is resulting in many brands not being able to deploy the required use cases and leading to disillusionment.
In this webinar, Philip Raby, General Manager UK at mediarithmics, will lead a panel discussion with Robert Webster (Canton Marketing) and Ben Chivers (Silverbullet) — two of the leading data marketing consultants in Europe, with extensive experience working with leading brands, deploying CDPs to deliver resounding success.
This session will aim to provide retailers the best advice to start their project and boost their revenues.
In this webinar you’ll learn:
- The key steps that you need to take before launching your data marketing project;
- There are basic requirements that your CDP should do ;
- How to ensure you select the right technology for your business ;
- The most lucrative use cases are not necessarily the ones you think ;
- Real-life examples of how Enterprise Retailers have delivered success through deployment of specific use cases ;