WHAT DOES YOUR COMPANY DO?
Selligent Marketing Cloud is a marketing automation platform that enables retail brands to engage consumers across all critical channels. Built for the relationship marketer, Selligent Marketing Cloud is the only marketing cloud built on a single code base, featuring artificial intelligence and a Customer Data Platform with a universal consumer profile at the core of every action.
WHAT IS YOUR USP?
We are the only marketing cloud built on a single code base. Unlike many of the other ‘frankencloud’ solutions, Selligent Marketing Cloud is natively-integrated, meaning your entire marketing team are able to work within a single UI. All channels work seamlessly from the same platform so Selligent Marketing Cloud can also double as your Customer Data Platform.
WHAT TYPES OF COMPANIES DO YOU WORK WITH?
We work with more than 700 brands across retail, travel automotive, publishing and financial services. Leading UK retailers such as Ocado, Asda, Auto Trader, Matalan and Odeon rely on Selligent Marketing Cloud.
Brands seeking a unified solution to consolidate numerous data sources into a universal customer profile and execute omnichannel marketing with artificial intelligence tend to seek us out.
WHAT DO YOU SEE AS CHALLENGES FOR RETAILERS OVER THE COMING YEAR?
Intense competition, increasingly entitled consumers, tight budgets and continual pressure on margins. 2018 promises to be another challenging year for retailers. The digital landscape is changing at a phenomenal rate, from the churn of social networks to the introduction of new shopping marketplaces – retailers need to be agile and move quickly to avoid being left behind.
In a recently commissioned piece of research, 81% of CMOs admitted that they would not change their practices and use of customer data unless a competitor started first. This sort of mentality will ultimately see the disruptors move miles ahead of the competition along with newer niche players. Complacency will result in being left behind. I also believe there are two critical areas that retailers will need to overcome if they are to win the increasingly fierce battle for customer loyalty – activating the plethora of customer data available to retailers and how to utilise AI effectively to drive a seamless customer experience that keeps customers engaged and loyal.
HOW SHOULD RETAILERS MAXIMIZE THE VALUE OF CUSTOMER DATA?
Retailers have access to an ever-increasing amount of data on consumers, far beyond the realms of their own tills, stores and checkouts. But, data is only as valuable as your ability to make it actionable. Many of the retailers that I speak with mention that the biggest roadblock to an amazing brand experience and customer relationship is their data set-up. In a recent piece of research, 76% of CMOs interviewed cited data silos as one of their biggest headaches. Added pressures such as reliance on IT to execute campaigns only compound the issue and make it more difficult to realise the potential of your customer data. Ensuring that your marketing solution can double as your Customer Data Platform is the best way to maximise the value of your customers’ data. Pulling information from all sources into a powerful consumer profile will fundamentally change your customer relationship.
WHAT DO YOU SEE AS THE CHALLENGES FOR SUPPLIERS AND TECHNOLOGY PROVIDERS?
As a technology vendor, our challenges are aligned to our clients’ challenges. For Selligent Marketing Cloud, that means aligning our product roadmap to predict the needs of the retail industry, whether that’s adding new channel capabilities into our platform or developing new connectors to ensure our clients have the perfect technology stack for today and for the future.
WHAT IS THE LATEST VERSION OF YOUR PLATFORM AND WHAT NEW FUNCTIONALITY DOES IT GIVE TO RETAILERS?
Our latest release of Selligent Marketing Cloud offers retailers powerful marketing automation across all critical channels, from website and email to mobile and direct mail, integrating with other areas of your business areas such as customer service to create a seamless customer journey. We have also launched Selligent Cortex as part of our latest release to bring AI capabilities across all channels. Our learning algorithms analyse your data in real time to remove the guess work from your consumer data, resulting in a customer experience that is engaging, relevant and drives engagement, retention and ROI.
CUSTOMER CASE STUDY
Welcoming over 115 million visitors each year, Odeon Cinemas Group are Europe’s largest cinema operator with over 360 cinemas throughout the continent. They are among the market leaders in the UK & Ireland, Spain, Italy, Sweden, Finland, Estonia, Latvia and Lithuania and also have strong positions in Germany, Norway, Austria and Portugal.
Selligent Marketing Cloud enables Odeon Group to develop strategies that strengthen consumer engagement through the delivery of meaningful omnichannel communications across mobile, social, and email. Our partnership allows Odeon Group to create a 360° profile of their cinema-visiting consumers. Analysis of this data allows their guest engagement specialists to execute marketing campaigns in a flexible, targeted, and customer-focused manner. As a result, Odeon is able to engage guests with more relevant messaging to increase the frequency of cinema visits and build overall loyalty. Selligent Marketing Cloud also enables web content and experiences to be personalised around specific interests across all channels, features and functionality as we get better at ecommerce”.
SELLIGENT MARKETING Cloud IN BRIEF
Global reach: 10 offices across Europe and the United States.
Date launched in the UK: 2015.
Customers: 700+ including leading UK retailers such as Ocado, Asda, Auto Trader, Matalan and Odeon.
For more information about Selligent Marketing Cloud please visit www.selligent.com or send us an email: [email protected]
This Company Spotlight was produced by InternetRetailing and sponsored by Selligent Marketing Cloud. Funding articles in this way allows us to explore topics and present relevant services and information that we believe our readers will find of interest.