FINAL WORD
relaying this data to a Big Data analytics
platform, which then combines different
variables such as speed, gradient and
altitude for predictive analysis.
Stores are beginning to follow this
lead by collecting data that generates
real-time, actionable insights, such as
how and when customers and inventory
move around the shop’s space. Combine
this with how each shopper interaction
impacts measurable business outcomes;
like foot traffic, popular merchandise
areas and overall sales, and the result
is a valuable tool that will enable
the personalisation of the shopping
experience. Retailers still have a way to
go before they are realising the potential
of data in their businesses.
2. Take an omnichannel approach
Raj Mistry, Group Director, Retail –
Dimension Data
104
INTELLIGENTCIO
Retailers that fail to marry all of their
respective channels into a cohesive
experience risk sending capricious
customers scurrying to the nearest
competitor. When used correctly,
omnichannel is much more than a
buzzword used by desperate executives
looking to impress their managers at
monthly meetings.
At the Tour de France, the data and
information collected bleeds across all
channels. Social, mobile, website, TV
broadcast: the data visualisations that
brought the race to life are across every
platform – delivering an unparalleled
viewing experience. A true omnichannel
retail experience needs to take into
account every customer interaction,
regardless of channel.
For example, if a customer finds a
product in-store, are they able to scan
it using the brand’s mobile app, to
then purchase via their laptop later
that evening at home? These are the
fundamental solutions retailers should
be serving seamlessly in order for
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