Creating a single view of customers across channels has long been the goal of the ambitious retail marketer.
By being able to track and analyse consumer interactions across in-store and online, a retailer can create a new level of insight into their customers and therefore market to them with an unprecedented level of accuracy and insight.
In addition, data has shown again and again that customers who interact with a brand on more than one channel are more valuable and loyal than their single channel counterparts.
However, a single view of customers isn’t as simple as just connecting online and offline databases of information. It requires significant investment in new hardware, software, staff capabilities and processes.
Before launching any project of this scale, retailers need to be aware of the possibilities and pitfalls.
Replatforming and deploying major updates are some of the most stressful moments for an ecommerce team.
These moments are vital for staying ahead of the competition, for introducing innovative new features or responding to user testing, but they’re also the point at which things can go most wrong.
Too often when you or your agency throw the hypothetical switch you end up with a site that’s got serious bugs or, even worse, no site at all.
What can you do to ensure that the deployment of your new platform, or of important revisions to your existing one, run seamlessly and effectively?
Five years ago pure play was the king of the ecommerce jungle. The lean business models, efficient tax structures and minimal property costs were destined to mean the end of bricks-and-mortar retail as we know it.
Now, however, the high street is fighting back from an unexpected quarter.