Not that long ago, you’d only expect a personalised customer experience if you were a regular repeat customer on your local high street - or if you happened to be a VIP shopping at Gucci. But that’s no longer the case. Today, a few data points can potentially give businesses a wealth of insight into their customers. And the information is already out there - all retailers need is a good data strategy to utilise it.
Show Notes
Not that long ago, you’d only expect a personalised customer experience if you were a regular repeat customer on your local high street - or if you happened to be a VIP shopping at Gucci. But that’s no longer the case. Today, a few data points can potentially give businesses a wealth of insight into their customers. And the information is already out there - all retailers need is a good data strategy to utilise it.
Of course it isn’t always that simple, but businesses are getting better at capturing and using data. Adyen’s latest retail report revealed that 28% of businesses are using it to improve their services , and a further 27% are using it to build a better picture of their customers.. On top of that, many consumers today are happy to share data; 47% say they’re willing to supply information to brands in order to save time and personalise the shopping experience.
In this episode of Beyond Retail we explore the importance of data and how brands are using it to gain a competitive edge. From uncovering trends, to creating unique shopper journeys, we uncover a multitude of benefits of a strong data strategy. Join us as we hear from special guests, including: team lead of Unified Commerce at Adyen UK, Joe Dupre; global DTC channel director at Brompton bicycle, Chris Matthews; and data advisor, futurist and author of the award winning book, Business Trends In Practice, Bernard Marr. Together, they explain how data can strengthen a brand’s performance and enhance consumer interactions..
We discover how the pandemic affected not just footfall in-store and online sales, but how it disrupted shopper habits, creating a data black hole. Chris Matthews walks us through Brompton Bicycle’s approach to data as it shifts its business model to direct-to consumer. And Bernard Marr reveals some of the latest trends that are helping brands to gather better insights while he shares his thoughts on how GDPR is a force for good (business).
What is Beyond Retail?
It didn’t all change in March 2020. Not really.
The UK high street has been in the throes of a gradual revolution for decades. From the rise of ecommerce, to the birth of mobile, social commerce, and a growing emphasis on experience, change has been underway for a while.
In fact for many, the pandemic has acted as a wake-up call. Digital transformation was no longer a ‘nice to have’ but a matter of survival. Necessity sparked innovation and customers are enjoying more flexibility and convenience than ever before.
But what now? What lessons should we take with us as we move forwards? And how can we ensure we’re ready for whatever’s next?
To find out, host Colin Neil embarked on a journey spanning the past 10 years. Using our latest consumer research as a launch-pad, we spoke to famous brands, industry experts, and consumers on the street.
The result is a five-part podcast series providing a unique insight into the rich, varied world of UK commerce in 2021 and beyond.