Even in the UK where online shopping is at its highest (compared to offline), the percentage of transactions that happen online is around 13%. 

Which basically means that 87% of purchases happen offline and therefore 87% of purchase data potentially goes uncaptured.

As I clarified in What is the single customer view (SCV) and why do you need it? a SCV provides businesses with the ability to track customers and their communications across every channel, offline and online.

The obvious benefits of this include much improved customer service levels, better customer retention, higher conversion rates and an improved overall customer lifetime value (CLV). 

If brands are to have any hope in obtaining a true SCV, they will have to think of ways to join the dots between offline retail and digital so they can capture that remaining 87% of purchase data.

Using our downloadable report Single Customer View: Myth or Reality? and our case study database let’s take a look at a few brands who are working to achieve this.

Clarins

Club Clarins was set up by cosmetics company Clarins more than two years ago as a way to tackle the gap between retail and online and of course to help build SCV. 

The scheme is a simple but effective way to incentivise customers to hand over purchase-history data online after they've purchased a Clarins product in a department store.

Club Clarins then offers the opportunity to redeem special gifts and sample sets reserved just for ‘VIPs’, track your purchases, rewards, and earn points.

Registrants enter a UPC barcode from the product into the Clarins website, then once a customer hits a reward threshold, they can begin redeeming points.

The ‘VIP’ angle is a little misleading, as anyone can sign up, and you don't have to buy a product first. 

However as a high-end cosmetics brand with heritage, it's easy for Clarins to create the impression of exclusivity that its customers want to be a part of.

United Airlines

After merging with Continental Airlines in 2012, United Airlines needed to integrate the two companies’ websites. At the same time, United implemented tag management, to ensure that its analytics and marketing pixel tagging was accurate, and ultimately work towards a single customer view across all channels.

At the time of the merger, United Airlines had no testing program. The company enlisted the help of Ensighten to unify tagging across every digital touchpoint, including mobile apps and kiosks. 

This enabled United to deploy new tests within a matter of weeks, while also proving that the tests had no negative impact on the website.

The airline had limited IT resources but it was able to run an optimisation program to increase agility. The Data Layer unified all customer data, enabling United Airlines to have cleaner data, greater consistency across applications, and to eliminate data silos.

United Airlines was able to boost its marketing ROI by improving its analytics and optimisation programmes, unifying customer data and enable greater mobile marketing agility.

The project delivered eight-digit ROI within 10 months and, as Michael Venditti, manager of data strategy & infrastructure at United Airlines said, the work “unified our data and provided a 360-degree view of the customer.”

Speciality Fashion Group

Speciality Fashion Group (SFG) is Australia’s largest retailer of women’s fashion. The company wanted to give its various brands access to customer insights through real-time reporting and ad-hoc analytics, to enable responsive, data-driven marketing campaigns.

Over the course of three months, SFG worked with SDL to implement a campaign and analytics project which saw it streamline marketing processes, and enabled the organisation to deliver personalised, targeted communications based on the behaviour of individual customers.

With real-time reporting SFG was also able to deliver accurate business updates for weekly executive meetings, providing important insights to decision makers.

A member who shops both online and in-store is worth 2.6 times more than in-store-only members. SFG captures online behavioural data to merge with customer data, where it can be analysed and pushed to stores to support cross-sell and up-sell opportunities.

Production times for electronic direct mail (EDM) was reduced from 24 hours to less than two hours. Since implementing the solution, the most recent 200 EDM campaigns delivered an ROI of 2,200%, as well as the following:

  • EDM open rate uplift of 12% on industry benchmarks 
  • EDM click-through rate uplift of 44% against industry benchmarks 
  • Increase in email member contribution to sales from 32.4% to 45.7%
  • Average campaign ROI of over 1,800%

For many more similar case studies covering a range of topics, check out our case study library, and for more information on SCV download our report Single Customer View: Myth or Reality.

Christopher Ratcliff

Published 5 March, 2015 by Christopher Ratcliff

Christopher Ratcliff is the editor of Methods Unsound. He was the Deputy Editor of Econsultancy. You can follow him on Twitter or connect via Google+ and LinkedIn

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Comments (2)

Pete Austin

Pete Austin, Founder and GDPR Geek at Fresh Relevance

The vital issue when choosing a single customer view vs other personalization technologies is speed, because your best opportunity to target customers with personalized marketing is when they are most engaged - actually researching and making buying decisions and providing more data as they do. A reduction from "24 hours to less than two hours" is very useful for bulk email and offline marketing, but most online marketing really requires real-time personalization, based on what the customer is doing right now.

about 3 years ago

Paul Fennemore

Paul Fennemore, Managing Partner at Viapoint

I agree with Pete. 'In the moment personalisation' is key to gaining attention and winning conversions. It's about having relevant, real-time, interactive, multi-media conversations.

about 3 years ago

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