Leverage data to meaningfully engage with customers


July 17, 2017 | By Rupkatha B

Retailers are always looking for ways to attract customers and increase sales, more so during festivals like the on-going Dubai Summer Surprises (DSS). Instead of inundating customers with mass text messages about offers and discounts, retailers should harness the intelligence and predictive capabilities of data to target customers effectively, reduce operational costs, enhance the customer experience and boost ROI, suggest Booz Allen Hamilton.

“UAE retailers must leverage the value of both internal data – including customer profiles, social media, footfall and transactions – and external data – including customer social profile, traffic and weather data to curate their offering to drive sales, while also optimising their engagement with customers,” recommends Booz Allen Hamilton vice president Danny Karam. “It’s about getting customers to personally engage with a retailer’s brand. Sending out blanket text messages or even e-mails is just not going to work anymore.”

Identifying contact points, such as stores, e-commerce sites, interactive displays where brands can learn about their customers is also critical in building personalised data profiles of individual shoppers, and in turn facilitating predictive intelligence-based marketing that exceeds the personalisation norms.

Smartphone connections across the Arab world are expected to grow faster than the global average, at a CAGR of 19% between 2014 and 2020, according to the Mobile Economy: Arab States 2015 Report from the GSMA. This enhances the role of social media in helping retailers develop a more personal understanding of their customer base, without expensive overhauls.

Data from platforms like Facebook, Instagram, Snapchat and Twitter can help retailers map their temperament, preferences and interests. Monitoring what’s trending online or hashtag clouds used by target audiences could also help develop targeted, personalised sales campaigns.

To truly get value from customer analytics, retailers must focus on expanding their sources of data, consolidating siloes of intelligence and then look not at what analytics can do for them, but what it can do for the customer. Approached in this way, data can provide actionable insights for retailers, as well as significant value for consumers by enabling the provision of relevant products, smarter services and a seamless experience.

As retail FDI in the Middle East grows in the wake of economic diversification, and new brands enter the market, retailers will have to tap into the vast reserves of existing data to capture the right audience and stay ahead of their competition during DSS and beyond.

Comments

comments

Previous Article Next Article

YOU MAY ALSO LIKE /



Foodlink Global Restaurants & Catering Services, the F&B services enterprise in India 

Continue Reading

December 29, 2021 | By Zubina Ahmed

‘Tis the time to be jolly! The festive season is back. Celebrate 

Continue Reading

December 19, 2021 | By RetailME Bureau

“It sounds like this, Luh Pan Koh-ti-dyan and means ‘the daily bread’, 

Continue Reading

December 6, 2021 | By Zubina Ahmed

The long weekend might be over but the Etisalat Beach Canteen 2021 

Continue Reading

December 5, 2021 | By RetailME Bureau

UAE gears up to celebrate this year’s National Day celebrations in the 

Continue Reading

November 28, 2021 | By Zubina Ahmed

UAE-based Etisalat Group has signed an agreement with elGrocer, a leading online 

Continue Reading

November 18, 2021 | By RetailME Bureau

Amazon.ae announced that the 11.11 sale is back once again this year 

Continue Reading

November 8, 2021 | By RetailME Bureau

Abu Dhabi Cooperative Society’s COOP City store is now open in Lake 

Continue Reading

November 3, 2021 | By RetailME Bureau

Union Coop, a consumer cooperative in the UAE, revealed that 78% of 

Continue Reading

August 24, 2021 | By Jibran Chouguley

Union Coop has opened its 23rd branch within the UAE in Jumeirah 

Continue Reading

August 2, 2021 | By Jibran Chouguley

Nando’s has revealed their revamped Sheikh Zayed Road outlet where newcomers and 

Continue Reading

July 8, 2021 | By Jibran Chouguley

UAE-based Al Maya Group announced that it will be boosting import of 

Continue Reading

June 24, 2021 | By RetailME Bureau




Download Images RetailME Magazine