To be able to fully optimise the digital experience for shoppers, retailers must “stop the data dead ends” in their businesses, the chief executive and co-founder of web personalisation firm Qubit has warned.
Speaking at a roundtable on optimising the digital customer experience, Graham Cooke said retailers that can unblock the real time data flows around their organisation, from the chief executive down, will be the ones that will succeed.
“The data dead end is driven by the fact that organisations don’t know how to press the action button on the findings they have,” he said.
Andrew Robb, chief operating officer at etailer Farfetch, added tech teams need to be allowed the freedom to tackle problems and bosses need to “let them own the results”. “You need people at the top that really want to work that way and push responsibility down and give them the resources. The engagement is then unbelievable.”
He added that chief marketing officers now need a science background to understand the technology and data being gathered.
Robb said Farfetch looks to gaming and travel companies like Bookings.com, as they are leading businesses in terms of capturing and acting on customer data.
Farfetch is now focused on how to encourage shoppers to identify themselves when browsing on different devices and how to offer a more personalised experience internationally. To hear how he is tackling this, watch the video below.
Cooke added: “We need the context of the consumer in the multichannel environment. If customers have three devices, we need to have the context and continuity to follow them and continuously evolve the experience we offer them.”
Research by Forrester Consulting, commissioned by Qubit, found 64% of 150 retailers questioned are investing in their digital customer experience and capturing data to drive greater personalisation for customers, while 64% were also prioritising it to deliver more targeted marketing online and offline. Some 61% of respondents were doing it to improve up-selling and cross-selling, while 60% felt it was important to empower customers.
Some 43% of respondents indicated that one of the biggest challenges they face when executing their digital customer experience strategy is poorly integrated legacy systems, while 40% blamed conflicting KPIs between departments for stifling customer experience strategies and 39% blamed a lack of skills among staff.