Placing shopper data at the core of your retail strategy is how you personalize with customers.

3. Imagine you walk into a store and….
instantly it is recognized you are there
and they know who you are
and about your needs
and the needs of your family
you get directed to the products you want
and prompted to try new things that suit your preferences
and get personalized offers in real-time
your purchases are recorded
and you have the option for delivery
to you at home straight away
THIS IS NOT THE SHOPPING EXPERIENCE
OF THE FUTURE – IT’S HERE TODAY!

4. The Biggest Disruptor in Retail today….
It’s all about engagement and the experience
Trust (transactional and emotional) is key and leads to “fair value exchange”

5. Implement and manage the engagement strategy centered on the Shopper
Drive shopper traffic
Increase frequency
Grow spend/visit
Improve return on marketing

6. 5
So how should retailers center shopper data? Be a SMART
Retailer
BUT being SMART is …
…not about iBeacons
…not about Apps
…not about free WiFi
…not even about Content
…being SMART starts with DATA …
about YOUR shoppers and what they want (ask them!)
what they do when not with you and why
how their behavior changes by time, day, mission
…and making sure that data creates insights you can action

7. One size doesn’t fit all (or anyone) ….
Don’t…
• …expect technology to be the answer
• …launch into isolated vertical solutions
• …believe that you own the shopper – no-one does
Do…
• …start with data
• ...define your engagement strategy from the shopper up not Boardroom down
• …think about the one thing that will change your business and work on that
• …build around the shopper, pre-, in-, post store
• …integrate, engage, personalize with relevance
• …get going, learn, adjust

8. Placing shopper data at the core of your retail strategy is how
you personalize with customers