Omnichannel is therefore the basis of CRM strategies of large- scale retail companies, managing to combat customer infidelity, always looking for more convenient offers. This strategy uses data from a variety of touchpoints: registration carried out when activating the loyalty card, navigation on the site and app, purchase history, but also second-party data, such as advertising campaigns, and third-party data, such as surveys and focus groups.
User data from various touch points
The important thing is that this data is not big data, but " smart data " – collected to facilitate analysis – and " actionable data ", useful for using in data management platforms (DMP) to activate lead generation and lead types of nurse databases nurturing campaigns, even in geolocalized form.
A digital store is not necessarily a store with wifi, but a store that knows how to enhance the physical shopping experience compared to browsing a site and is able to
support the choice with personalized real-time offers and indications on where to find a product that is not present elsewhere.
Find out what Proximity Marketing is and how it works .
These are the most effective ways to counter a constantly growing phenomenon such as showrooming and here we find the reasons that lead large GDO companies to become increasingly interested in social media: the aim is to nurture the relationship with customers and support the development of business models such as e-commerce and social commerce.