How to: Creating a Customer Focused Approach

Casey BartoBy now, it’s obvious that we’re operating in “The Age of the Customer.” The customer has greater control over the brand relationship and marketing interaction. It’s not about you and your marketing message – it’s about giving each customer what they need, at the right moment, through their channel of choice – and looking great on whatever device they’re using. This requires data – you can’t do this without knowing your customer really well.
One of our customers, wellness retailer Natural Partners, is getting to know its customers really well thanks to help from Knotice. You can read more about their efforts here and here.

To get more insight into Natural Partners’ programs and the importance of having a customer-focused approach, I sat down with Patti Renner, our Director of Marketing.

Why is Natural Partners a good example of a retailer that has tapped into the power of customer data?

“Natural Partners does a nice job using the Knotice platform to segment their email audiences and further refine elements of each send to the individuals within that segment based on specific conditions. Without giving away too much detail about their approach, I can say that their ability to message off such a robust data environment offers them opportunities for advanced personalization and targeting that simply aren’t available on other pieced-together platforms. It’s seamless – making it easy for them to take the information they have stored on each customer and leverage it to provide more effective and profitable campaigns.”

What key pain points do you think retailers face while striving to create more relevant marketing campaigns across channels, and how can they tackle these obstacles?

“Two key pain points come to mind. The first is the challenge of data management – bringing your data together from across platforms to make it accessible and actionable in real time to create that unified view of the customer, and then instantly tailor marketing content off the information you receive. So many organizations have invested in different platforms for different needs – one for email, one for SMS, analytics, attribution, search, display, POS, CRM, marketing database, e-commerce and others. Connecting web-side, site-wide and offline data so it’s automatically updated across the board can be difficult without universal profile management. Add to that the sheer volume of information that’s coming through and it presents some real scalability and infrastructure challenges.”

“The second pain point is dealing with device proliferation while maintaining consistency and relevance across channels, as well as across device types. Without the technology to “connect the dots,” marketers are wasting time and campaign spend when messaging to several “anonymous” consumers who actually are the same person – especially when that person is at an entirely different stage of the path to purchase than the default campaign may target. Without a way to append the individual’s anonymous activity (like when shopping on their iPad) to their known profile information (already an existing person in your e-commerce and/or email systems), you’re at real disadvantage. Add to this the fact that retargeting and third-party data intake doesn’t work on iPads and iOS devices (default settings on iOS only accepts cookies from sites the person has visited), and you can see how marketers are limiting their ROI possibilities, perhaps without even realizing it.”

How are you using your data to create a customer focused approach?

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