60 percent of retailers are looking to develop more tailored customer-focused offers to generate business, Xerox research has found.
A further 91 percent of European retailers says that improved use of big data analytics will bring closer engagement with customers in the retail and the consumer space, with 43 percent of organisations planning on using big data to build targeted marketing offers, Retail Times reported.
41 percent said of the respondents from 70 large retail and consumer firms said they will be using big data to build better online shopping experiences.
The most important plans for big data use in the near future include providing a ‘single view’ for consumers across multiple channels, as 53 percent plan to incorporate more customer data into the call centre in the next 12 months, empowering agents to answer customer questions. Recent Xerox research found that 51 percent also want to use big data to enhance matching of merchandise across all channels, enabling clients to find the same information and offers on products whether they choose to shop in-store, online or via social networks.
Craig Saunders, Director of the Analytics Resource Centre at Xerox Consulting and Analytics Services, said: “Retail and consumer organisations certainly recognise the value data-driven insights can bring to help their business work better, both from a customer experience perspective and in relation to their all-important bottom line.
“Big data has a distinct role to play in unlocking crucial insight into individual shoppers, generating information that could make or break firms in the battle for the hearts and minds of their customers.”