Sarah McVittie

All of us have access to more data now than any other retailers in history. Our sites track millions of page views, add-to-carts and store look-ups. Every day we receive automated reports about opens, click-throughs, conversions and dozens of other KPIs. But despite access to this rich data, we often lose focus on the humans whose individual actions are summarised in the numbers. In this talk, a Top 20 retailer explains:

• How to find the right balance of analysis and emotion to design best-in-class customer experiences
• The difference between manual customer segmentation vs. rocket science automated algorithms

According to a recent study from BloomReach, 31% of consumers said they would be more likely to make purchases if they were offered personalised experiences such as product recommendations or tailored content. And as these Elite and Leading UK retailers will attest, the digital footprint left behind by shoppers gives online players a significant lead in this personalisation process. Here the panel share actionable takeaways on how to:

• Create visibility of data from all channels in one place to provide both responsive and predictive customer care
• Drive personalised campaigns via email, social & online and connecting the dots between these vehicles
• Offer one-to-one recommendations
• Personalise for first-time vs. non-first time vs established customer, and for average spend vs. frequency of visit