Bridging the Gap in Digital and Data Analytics for Retailers

Nov 29, 2018 SGPC blog 0 comments

It’s no surprise many businesses lack clarity and perspective on what “digital” means for strategy. If they can’t grasp this, how can they dive deeper into execution and gathering data analytics? Retailers these days, especially those who owned brick-and-mortar stores, are skeptical into venturing into the digital sphere because they lack the knowledge and expertise, or worse – playing the guessing game and hoping for a mass audience to surface and turn their brand into a digital giant.

Digital comes in the form of many aspects – from your website to your online customer service team, any form of interaction and conversation that takes place, all play a part and are interconnected. More importantly, they are collected as data for retailers to further optimise for effective ROI.

Your Website is the Face of your Brand 

The first thing that comes to your customers mind when they think of your brand is your website. Yes, you need to remind yourself that your website is the face of your brand. It tells people who you are and what you stand for. People sought for brand identity and clarification on your website before deciding whether to do business with you. This tells you how important your website is. Therefore, brainstorm and do everything in your will to build a website that makes a lasting impression, that tells people what makes you different from your competitors – and better yet – trigger a call-to-action.

Creating Brand Awareness via Email Newsletter

Email is another form of digital communication platform where retailers can effectively tap on and utilise to create brand awareness amongst their customers. And not just any brand awareness, but a strong brand awareness that stays in the customers mind that matters. Building a responsive customer database is fundamental in creating that brand awareness so that customers are find brand familiarity each time you reach out to them. This brings us back to the previous point on your website. To have a responsive customer database, firstly, you need to give customers a reason why they should opt-in to receive updates from you.

Utilising Social Media Assets to Drive Sales Generation

With social media being so relevant in our lives today, it’s no doubt that it is the heart and soul of businesses. Social media have the power to make or break a business. If customers like your brand, they want to know more about you. This results in them keeping up with you to be in the loop of your activities and trusting you to bring value to their lives – so don’t jeopardize that trust. They want something in return for being your customer. Even if they aren’t your customer yet, they have a high chance of converting if you continue to give them a reason to, and you do that with social media by providing out-of-the-box content that intrigue and trigger purchasing and word-of-mouth behaviours.

Establishing Customer Relationships via Customer Service

Your customer service team consist of faces representing your business – offline and online. They are your brand ambassadors and supposedly people who understand your customers inside out. This is because they are usually the customers first point of contact when they wish to speak to someone of the brand. Therefore, they must be professionally trained to handle various types of customers and be familiar with frequently asked questions. More importantly, it’s essential for a brand to streamline, implement and optimise their communication efforts across the company to ensure brand consistency and identity. The last thing you want is customers lodging a complaint on miscommunication and differing solutions provided by your customer service team. Lastly, always remind your employees and those at upper management level that your customers are the reason why your brand exists to serve.

Insights & Data Analytics

When your business possesses the above materials, after some time, you are bound to have a ton of data laying around waiting for someone to make sense of it. Data is a “big” word. It scares people because they don’t know what to do with it. To put it in simple terms, data is collective information used by businesses to make better, informed decisions. So, ask yourself – what is your business doing with data? To some, the data may just be numbers, but to others – they are priceless insights and data analytics that after breaking down and analyzation lead to more sales conversions. Businesses need data to understand the health of how their business are doing – what works and vice versa.

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