Rapidly emerging technology is transforming traditional CRM, which until now has been largely based on calendar-driven moments in time. Innovative cloud-based platforms like Plexure specialize in next generation CRM, empowering marketers to use the latest IoT technology to create unique customer experiences based on real-time events in physical spaces.
Given that we’d all appreciate a faster, easier, preferably cheaper shopping experience, but would also quite like to not put people out of work, are we OK with Amazon Go’s promise of a completely de-humanized grocery store? After all, retail jobs are among the top 3 most likely to be replaced by technology in the next 20 years according to The Economist. Do we really need to hasten things along? Is this a slippery slope down which we are about to be pushed?
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.