Understand the customer to anticipate their needs and deliver personalized experiences. Retailers must make the shopping experience easy, quick, and personal for customers who shop both in stores and online. Adopting technologies to gain customer insights allows retailers to better understand buying patterns, preferences, and demands so they can market the right product and offer at the right time. Personalized, real-time interactions on any device enable customers to shop as they want.

1. Shopping for
business success
The ingredients to create a superior
customer experience
Today’s consumers are using smart devices to
shop how, where, and when they want. If
retailers are to keep up they must make the
shopping experience easy, quick, and personal –
whether shoppers spend in store or online.
Easy
By not adopting new technologies, retailers
could miss out on
Quick
£860
Personal
million in sales
SOURCE: Conlumino. Online retail sales figures
for 2014 exclude food and grocery sales.
A recipe for success
Understand
Anticipate
customer buying
behavior
customer demands
Deliver
inspiring and personalized
experiences via every channel
Understand
Get to know your
customers
Solutions for customer insight
and personalization from SAP
help retailers to market the
right product and right offer,
at the right time.
Right time
Right offer
Right product
SAP’s solutions for customer insight and
personalization help retailers to better
understand their customers’ needs by
using analytics to look at buying
patterns, preferences, and demands.
Retailers that use
tools to understand
customer data will be
closer to understanding
their customers’ needs.
SOURCE: Gartner
Use the right tools
Stay a step ahead
Organizations that use business intelligence
tools to gain customer insights achieve
where up-to-date customer profiles,
history and preferences are available
at the point of interaction.
SOURCE: SAP Performance Benchmarking
SOURCE: Performance Benchmarking
Anticipate
Predict what
customers want
Be responsive
– before they even
know they want it.
58%
Retailers need to develop
a solid relationship with
customers in order to
understand and
anticipate the interaction
each individual prefers.
They need to capture data
in a relevant and timely manner.
of organizations plan to implement a
predictive analytics tool to encourage
communication.
SOURCE: Scaling the Peak of Omni Channel
Analytics Maturity in Retail Infographic
Be proactive
Make it personal
of enterprises are
investing in proactive
outbound communications.
Retailers can inform and influence
customer behavior in real time with
one-to-one interactions, enabling
customers to shop at any location
or any device.
29%
Customers want to be
informed and inspired
on a one-to-one level.
SOURCE: Forrester Research 2012
SOURCE: SAP Real-Time Customer Insight report.
Deliver
for the top 25% of organizations compared
with average retailers.
SOURCE: SAP Performance Benchmarking
consider real-time offer management
engines highly important when generating
customer-based offers.
SOURCE: SAP Performance Benchmarking
for the top 25% of retailers compared
with average businesses.
SOURCE: SAP Performance Benchmarking
Best-run companies stay
connected with their
customers in their preferred
channel, continually optimize
and reassess their interactions,
and create new and exciting
offers for mobile savvy consumers.
HAPPY SHOPPING
SAP® solutions give retailers the insights they need to implement customer-oriented processes and personalized, real-time,
one-on-one marketing communications. Find out about the full range of solutions at www.sap.com/retail
© 2014 SAP AG or an SAP affiliate company. All rights reserved.