Intelligent CIO Europe Issue 9 - Page 104

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