Mini Series Part 4: Data Driven, Customer Demanded Marketing

Mini Series Part 4: Data Driven, Customer Demanded Marketing

17th August 2015

Wrapping up this mini-series we hope you found some value in the information on becoming more omni-channel in your retailing ways in order to be more customer-centric through the advances of modern Retail ERP technologies. Collectively this business philosophy coupled with the technology gives retailers a distinct advantage by stepping up to unmet customer demand. However, it is also critical to bring the marketing decisions into the fold.

With a strong order management and warehouse management system pulling customer, inventory, and order data into a single location the business side of being omni-channel can be capitalized. While these same resources help retailers meet the customers’ desires, they equally assist the retailer’s marketing strategy. Perhaps one of the not so obvious benefits of being omni-channel, meeting customer demand can actually simplify the business decisions in doing so. However, retailers often fail to do this.

Channel specific marketing efforts that tie-consumer hands fail the customer centric objective. As more customers research on-line, with pricing a key part of that research, not meeting that expected price in a retail store is damaging. It is always key to remember that customers do not see channels, they see retailers and a means to buy from them that is convenient, and fits their schedules. Likewise, if in a retail store it is critical to fulfill their order even if the item is not in stock.

Finally, it is important to utilize the full spectrum of customer information, agnostic to channel, when driving marketing campaigns. That does not mean the channel needs to be ignored, it simply needs to be just one of the criteria. It is important to understand where your orders are coming from (channels) because this tells you how your customers interact with your business. It is this small shift in thinking that drives the customer centric philosophy within your organization.

The reason this seems simplistic is because it is. Perhaps, as stated in the beginning of the series, these industry buzzwords that drive change often also bring with it confusion that negatively impacts the core principles. In the end, your customer is always the primary focus. Marketing campaigns should be aimed at giving the customer what they want, doing so will drive strong returns versus focusing on gimmicks to get you there. Having the right technology and vendors in place to equip your organization to meet these objectives simply makes the processes easier to achieve.

Save yourself time and money.

By utilizing our integral add-on modules. Seamless integration allows for a hassle-free system update that provides results for your company immediately. Elevate your brand today.

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Soletrader

Soletrader

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