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Omni-Channel Marketing Loop


FOCUS ON THE ANONYMOUS CUSTOMER

Online retailers know everything about their customers: what they bought when, which shopping baskets were cancelled and which advertising measures led to a conversion, to name just a few examples. From few interactions, a wealth of customer data can be generated. And brick-and-mortar retailers? Their cost-optimized processes let customers come and go, often without any personal contact and only collection of general sales data.

The “omni-channel marketing loop” is an innovative solution that can analyze and interpret the digital tracks that customers leave behind in stores with a high degree of automation.

THE CUSTOMER IS PROFILED

The “Omni-Channel Marketing Loop” starts with the customer entering the store. The customer’s smartphone, which is trying to connect to the Wifi, is identified, anonymized and provided with the pseudonym of a Consumer-ID. All subsequent transactions by the customer are linked to this anonymous identification. Since the data is not connected to any personally identifiable information, it is referred to as anonymous customer data. This information makes it possible to assign the customer to the relevant target group – without knowing them personally. Based on this, group-specific advertising solutions can be developed for customers in stores, on social channels, mobile, and the internet.

This consumer knowledge represents a strong asset in offline and online marketing and is the only defense against the all-powerful GAFA monopoly (GAFA = Google, Amazon, Facebook, Apple). For retailers whose proportion of anonymous customers is high, the “Omni-Channel Marketing Loop” represents a valuable addition to classic CRM.

THE CUSTOMER IS ADDRESSED INDIVIDUALLY

With the “Omni-Channel Marketing Loop”, it's possible to address anonymous customers from the store again on Facebook. This allows marketing to book the “right” advertising spaces in browsers and on mobile devices, and to equip them with targeted promotions – cross-device and user-specific.

With data-based targeting (i.e. anonymous detection of returning customers and determination of consumer groups or target segments on the salesfloor), all real-time touchpoints in the store can be used to deliver advertising and services in both a situational and group-specific manner. This both increases the retailer’s relevance and improves the shopping experience:

• Digital signage becomes dynamic when the default playlist is replaced by individualized advertising messages
• A coupon becomes significantly more attractive with target-group-specific content
• One’s own app becomes an individualized advertising tool
• Video playlists highlight the most important customer-specific content and become a knowledge-based touchpoint

Retailers’ positive responses to the “Omni-Channel Marketing Loop” underscores the relevance of customer identification in stores and its personalized approach.

Implemented by: Diebold-Nixdorf & Minodes