Understanding the Shopper’s path-to-purchase through her journey across different Channels (online/offline) is the holy grail of retail information; valuable, contextual insights come from merging different data sets such as CRM data, online/offline shopping-history, customer satisfaction info, marketing campaigns, etc.
Worried about the “Big Brother” effect?
- Shoppers are willing to hand over information in return for something of value – convenience, a better price, a more precise match to their desires
- Shoppers are going to expect retailers to respond to them, and to some extent know them, no matter how they are shopping and buying – on the Web, in Store or by using a combination of different Channels
Andy Cavallini (firstname.lastname@example.org)