You simply have no way of knowing you’re spending your money in the right places unless you’re collecting the right data, and using it the right way. Showy experiences alone will probably not be the savior of physical retail – but personalized experiences may well be.
The exciting thing about bringing IoT into the retail equation is it makes potentially complex customer service techniques like clientelling more accessible to the masses. In a nutshell it means making customer information available to associates so they can assist customers better – a perfect (and perfectly obvious) use of a platform like Plexure.
At each stage of the customer lifecycle we should be using all of the customer, contextual and transaction data we have to design experiences that will not only bring people back to stores, but increase their value to brands in the long term. Optimization is the difference between sending a generic promotional message to all customers, and creating truly personalized marketing that talks to individual customers.
Making decisions about what offers to personalize to which customers isn’t simple. There’s a huge number of variables to consider, and the more you account for, the better the results. So how do you work out the absolute best offer at any given moment, given the individual and their current context? Enter multiworld testing.
We're all about helping brands connect with customers, making every interaction the best it can be so everyone benefits: customers get bargains or get cool experiences; brands get more return visits to physical stores, or higher basket value from the people buying there, or better word of mouth and social cred. All that good stuff.