This document outlines 3 steps for becoming a customer-centric organization: 1) Creating integrated experiences across all channels, 2) Collecting and leveraging real-time data to personalize offers and interactions, and 3) Tailoring experiences based on individual customer engagement and preferences. It discusses the importance of understanding cross-channel shopping behaviors and having a 360-degree view of customers. It also emphasizes using analytics to anticipate customer needs and responding with targeted promotions to increase satisfaction and revenues. The document recommends generating a single customer view and unique identification to enable personalized and relevant engagement.

1. 3 Steps To Becoming
A Customer-Centric
Organization
#CustomerCentric
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@PJGoodfellow
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@UXCEclipse
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About Retail TouchPoints
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Speakers
Stephen Cohen
Vice President,
UXC Eclipse
Pam Goodfellow
Principal Analyst, Consumer
Insights Director,
Prosper Insights & Analytics

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What Is Customer Centricity?

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Agenda
1. Creating integrated experiences across all
channels.
2. Collecting data in real time and leveraging it to
personalize offers and interactions.
3. Tailoring experiences based on the overall
engagement and preferences of individual
customers.

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Creating Integrated Experiences Across
All Channels
“The undeniable consumer trend towards more
complex paths-to-purchase that blend the digital
shopping experience with the physical one almost
makes any discussion of a single ‘selling channel’
irrelevant. Consumers certainly don’t see ‘channels’;
retailers either address consumers’ lifestyle needs or
they don’t.”
- Paula Rosenblum, Retail Systems Research

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© 2014, Prosper® www.ProsperDiscovery.com
About Prosper Insights & Analytics
Prosper Insights & Analytics™
• Provides forward looking insights and analytics predictive of consumer
behaviors
• Specialize in helping retailers, CPGs, agencies, financial institutions, etc.
understand their customers as well as their competitors customers.
• Deliver action-oriented solutions aimed at helping our clients to most
effectively communicate with their target customers
Since 1990, Prosper Business Development
• Has helped business see the future
• Provided solutions to be successful in an ever-changing marketplace

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Cross-Channel Shopping Behavior
Purchase Channels – Composite Average of 10 Major Merchandise Categories
[adults 18+]
0% 10% 20% 30% 40% 50% 60%
In the store
Online on a laptop/desktop computer
Mobile device (Smartphone/tablet)
Dec-12 Dec-13
- 7.2%
- 4.2%
+ 41.2%
© 2014, Prosper® www.ProsperDiscovery.com
Source: Prosper Insights & Analytics™

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Cross-Channel Shopping Behavior
Purchase in the Store, Year-Over-Year Change
[adults 18+]
-10.4%
-9.2% -8.8%
-6.9% -6.7% -6.4% -6.3% -6.3%
-5.8% -5.5%
-12%
-10%
-8%
-6%
-4%
-2%
0%
© 2014, Prosper® www.ProsperDiscovery.com
Source: Prosper Insights & Analytics™

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Source: Prosper Insights & Analytics™
Cross-Channel Shopping Behavior
Purchase via Mobile Device
[by generation]
0% 5% 10% 15% 20% 25%
Entertainment/Media
Apparel
Small Ticket Electronics
Gift Cards
Beauty Products
Adults 18+ Millennials Gen X
Millennials (1983 – 1996), Gen X (1965 – 1982)
© 2014, Prosper® www.ProsperDiscovery.com
Source: Prosper Insights & Analytics™

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How Are Retailers Keeping Pace?
The jury is in: Retailers
know omnichannel
shoppers are more
profitable

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88% of respondents
either have a cross-
channel strategy in
place or are planning
on adding one, up from
75% last year.
Source: Retail TouchPoints,
Omnichannel Survey

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What Are Top Omnichannel Priorities?
• Promotions / offers (55%)
• Loyalty information (45%)
• Order information (40%)
Source: Retail TouchPoints,
Omnichannel Survey

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Key Takeaways
• Omni-channel success is all about delivering a single
message consistently to your customer
• Retail systems and technology must be able to support
this:
– A single platform with a single source of truth
– Integrated Retail Supply Chain
– Business Intelligence and Analysis across all aspects of
the Retail Supply Chain
data + analytics = knowledge

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Leveraging Real-Time Data To
Personalize Interactions

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The Consumer’s View Of Retail
Retail Store = Retail.com = m.Retail.com
© 2014, Prosper® www.ProsperDiscovery.com
Source: Prosper Insights & Analytics™

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Loyalty Is Hard To Win & Easy To Lose
Mobile Aptitude Score
[by generation]
* The Mobile Aptitude Score is a unique index
that considers mobile ownership, usage
(including apps and coupon redemption),
comparison shopping, influence to purchase,
researching and purchasing products, and
other factors. These items are then compared
to those habits of the general population to
see if a particular focus segment is more or
less mobile savvy than the average
consumer.
A score of 100 means that the focus
segment’s mobile aptitude is flat compared to
the general population, while a score of 105
indicates that the focus segment’s mobile
aptitude is 5% higher than the general
population.
156.9
121.8
63.2
26.8
0 20 40 60 80 100 120 140 160 180
Millennials
Gen X
Boomers
Silent
© 2014, Prosper® www.ProsperDiscovery.com
Source: Prosper Insights & Analytics™
Millennials (1983 – 1996), Gen X (1965 – 1982), Boomers (1946 – 1964), Silent (born pre-1946)

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Customer Service Excellence
2013 Customer Service Champions
1. Amazon.com
2. L.L.Bean
3. Lands’ End
4. Kohl’s
5. Cabela’s
6. JCPenney
7. Zappos.com
8. Newegg.com
9. Macy’s
10.Nordstrom
Source: Prosper Insights & Analytics™
© 2014, Prosper® www.ProsperDiscovery.com

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Grab Your Customers At “Hello”
“The notion of a ‘segment of one,’ or one-to-one
personalized marketing, has been something of
a holy grail for marketing…A combination of Big
Data and embedded analytics making it a
reality.”
- Andrew Boyd, Aberdeen Group

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Analytics To The Rescue!
• Sales analytics (71%)
• Web analytics (71%)
• Customer analytics (69%)
• Marketing analytics (63%)
• Merchandising analytics (47%)
• Social media analytics (42%)
• Assortment/inventory analytics (40%)

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Extending Data Across Channels
55% of retailers have customer information and
purchase history available across channels
Increased customer
satisfaction (82%) and
basket size (51%).
Source: Retail TouchPoints,
2013 Store Operations Survey

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Key Takeaways
• 360˚ view of each customer in real-time across the
enterprise
• Each customer is unique, treat them that way
• Anticipate customer behavior with full knowledge of
stock levels, buying patterns and then respond to
demand with timely, appropriate and targeted
promotions
= ↑ customer satisfaction = ↑ revenues

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“Customer centricity is a strategy to
fundamentally align a company’s
products and services with the
wants and needs of its most
valuable customers.”
- Dr. Peter Fader, Co-Director, Wharton Customer
Analytics Initiative, University of Pennsylvania
Tailoring Experiences Based On The
Overall Engagement

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Making It Happen
“The key to successful customer engagement strategies
is in generating a single view of the customer (know
me), unique identification (show me that you know
me), and creating personalized, relevant engagement
(show me that you value me).”
- Steven Dennis, SageBerry Consulting

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Personalization Opportunities
• Location-based offers and
coupons
• Personalized offers and
incentives
• iBeacon engagement
• Clienteling / customer service
• Online recommendations
• Email personalization
• Customization
Source: Retail TouchPoints,
2013 Store Operations Survey

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But Beware The Creep Factor!

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An Example Of What Not To Do

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The Future: Contextualization
A “tailored, adaptive
and sometimes
predictive digital
customer experience.”
- Forrester Research, Advance To
Next Generation Personalization

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Final Thoughts
• It’s not enough to be present: Recognize the value of each
commerce and engagement channel, and meet your
customers there!
• Make your messaging matter: Each message and offer
should have a purpose. Make sure each time you engage
with shoppers, it has meaning.
• Stay in tune with your customers’ evolution: Shopping
preferences are constantly changing and evolving. Keep a
constant pulse on their behaviors.

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Key Takeaways
• Being Customer Centric means knowing each
Customer
• Knowledge comes from data and data comes from
systems
• Your system needs to span across the enterprise to
deliver real-time access to data with deep analysis to
support customer-centric retailing
= it’s a journey – partner, tools, experience

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Q&A // Panelists
Stephen Cohen
Vice President,
UXC Eclipse
Pam Goodfellow
Principal Analyst, Consumer
Insights Director,
Prosper Insights & Analytics

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Webinar Teaser
Dispelling the myths:
• Moving from multi- to omni-channel retailing and
the integrated supply chain.
– What is multi-channel vs omni-channel retailing?
– What does a successful omni-channel solution look like?
– How do I get there?
= start your omni-channel journey with
UXC Eclipse + Microsoft Dynamics AX for Retail

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Thanks For Joining Us!
Download at: http://rtou.ch/customercentric3