Why Must Retailers Master Their Data to Delight Customers?
As technology has progressed, retailers need smarter data management capabilities to support customers’ expectations. Retailers that successfully adopt a data-driven approach to understanding and serving their customers will remain relevant to their key customer segments. They can maintain market share, achieve profitable operating margins and rightsize their store base. But they must give full attention to their data management capability in the digital age.
Understanding Data Management
Data management is an essential part of any retail business in the digital age. By understanding your data and using it to create targeted marketing campaigns, you can make sure that your customers always have a positive shopping experience.
The first step to data management is understanding what data you have and where it comes from. This data can come from various sources, such as customer surveys, social media, website analytics, and purchase history. It is essential to track this data so that you can see patterns and trends over time. Once you have a good understanding of your data, you can start to segment it into different groups. For example, you might segment your data by age group, gender, or location.
Once you have segmented your data, you can start to create targeted marketing campaigns. These campaigns should be based on the needs and desires of each customer segment. For example, if you have a group of customers who are always looking for the latest trends, you might create a marketing campaign highlighting your newest products. On the other hand, if you have a group of more price-sensitive customers, you might create a marketing campaign that offers discounts on certain items.
As technology continues to evolve, it's more important than ever for retail businesses to master their data. However, with so much data available from various sources, it can be overwhelming to try to understand it all. That’s where master data management comes into play.
Why Master Data Management is Crucial
Master Data Management (MDM) can help retailers overcome many challenges. MDM allows companies to cleanse, dedupe, or enrich their databases with various pieces from within an organization's complete sets for better insights on products/customers relevant to today’s market trends. Thus, they can better communicate how something could benefit their end-customers specifically, ultimately leading to greater sales opportunities.
Master data management has a profound impact on every product lifecycle stage. By ensuring that critical data is accurate and reliable, it provides a strong foundation for product development, innovation, and growth. In addition, it provides organizations with a single, consistent view of their products. This, in turn, helps improve forecasting accuracy and optimize inventory levels. Consequently, there are fewer out-of-stocks and excess inventory, reducing operational costs and improving customer satisfaction. A robust MDM system enables retailers in many ways:
1. Supply Chain:
Master data management can help retailers in a number of ways. By ensuring that accurate and up-to-date information is readily available, retailers can make better decisions about inventory levels, supplier relationships, and much more. In today's competitive marketplace, having a well-run supply chain can be the difference between success and failure.
2. Connected Retail Experience:
When retailers have one trusted version of data, they can deliver a connected retail experience. This helps them provide the correct information on the right channel at the right time and keeps their business operations running smoothly.
3. Inventory Visibility:
The visibility of inventory across channels is essential to a company's success. Master data management is the key to achieving this visibility. By adequately managing master data, companies can ensure that their inventory is visible to everyone who needs to see it. This leads to better decision-making and improved operations.
4. Loyalty Program:
Do you ever feel like you're suffocating under a pile of coupons and loyalty points? Never knowing which ones are expired and which ones you actually have enough of to use? With up-to-date and accurate data, you can clearly view all your loyalty points in one handy spot. So you can easily see what offers are available and make the best use of them. And, you can manage easily and start providing amazing deals to loyal customers.
5. Order from Anywhere/Fulfill from Anywhere:
Consumers are seamlessly engaged throughout every part of the purchasing process. For example, they sometimes order online and pick from the store or vice versa. When data is managed accurately and timely for all customer touchpoints, it becomes easier to fulfill customers’ needs and expectations. As a result, you can provide personalized offers at competitive prices while maximizing margins by better understanding consumer needs.
The future of retail is here! With an integrated MDM approach and regulatory compliance requirements across all channels – web, mobile, and in-store, retailers can open up new opportunities. They can enable customers to browse, search and research what they need, and discover new and different products and services. MDM can play a crucial role in growing relationships with customers by incorporating and acting on the correct data at the right time. Leverage MDM and augment your customer’s preferred way to shop.
Want to experience the Pimcore MDM platform in detail and how it can help improve customer experience? Schedule a Pimcore Free demo with our Pimcore consultants.