This infographic we put together with Microsoft gives a great overview of how bringing in real-time data to personalize customer experience is far more effective than traditional personalized campaigns which rely just on historic data.
The more data collected on an individual through various channels, the more insight brands have into what each customer wants, and the more experiences can be personalized to achieve the best possible results.
Plexure stands out at this show as the only partner talking about how to put the consumer at the center of the engagement, and leverage the existing digital investments inside restaurants into one seamless hub.
While some vendors are looking at basic loyalty programs, those forward-thinking restaurateurs are looking to take advantage of some of the new capabilities that mobile devices, Big Data and analytics can provide.
Unified commerce takes omni-channel to the next level – one where channels cease to be the focus and the key consideration becomes creating a consistent, personalized customer experience through every brand interaction.
If the marketing department can't easily combine data from in-store point of sale, social media and e-commerce sites, then unified commerce's promise of a seamless customer experience isn't going to be fulfilled.
Once you start demonstrating that, getting investment in mobile is easier as people start to see the returns. People see mobile customers are worth more, and understand the importance of investing more to create more mobile customers.