Alium Brand Insights Report: Customer Centricity
Customer centricity is this year’s Shoptalk theme.
Putting the customer at the center is a great concept, but how are retailers and brands executing it in reality?
This research provides insights from over 1000 deep dive conversations with marketers and ecommerce professionals about the realities of customer centricity.
We reveal the top five most common approaches as well as the benefits,
challenges and top vendors for each approach:
Top Five Brand Priorities To Achieve Customer Centricity
• Personalization
• Loyalty Programs
• Mobile Optimization
• Identity Resolution and First-Party Data
• Real-Time Product Availability
PERSONALIZATION
Personalization is a tried-and-true customer centric marketing strategy, but that doesn’t mean it’s easy. Most companies are on a long and winding personalization journey which involves improving access to data, orchestration across channels and technologies, and better understanding customers in real time.
LOYALTY PROGRAMS
Loyalty programs codify the relationship with the customer and drive LTV. Programs vary considerably, from multi-tiered points programs, to simple referral rewards, to VIP experiences for top customers. Customers want a program that makes sense based on their relationship with the company over the long term.
MOBILE OPTIMIZATION
Commerce everywhere is a dream every brand and retailer aspires to, and that means mobile has to work perfectly. Whether multitasking on the couch or comparison shopping in a store, giving customers the ultimate mobile experience is a major part of customer centricity.
IDENTITY RESOLUTION AND FIRST-PARTY DATA
Data is the lifeblood of customer centricity across channels. Understanding who the customer is, what they’ve done, and what they want requires robust data capabilities, something most companies still struggle with.
REAL TIME PRODUCT AVAILABILITY
Amazon, social media and mobile apps have created a very high bar for brands and retailers. Customers expect to be able to buy something instantly and get it immediately. The typical inventory and order management capabilities are not able to keep up. Companies struggle to balance inventory across stores and channels, and lack the unified product view they need to support a seamless “anywhere, any time” sales process.
PERSONALIZATION
This isn’t the end of this report; to access the full report submit your business email below.