In part one of this series, we talked about creating compelling in-store experiences as a part of a successful omnichannel strategy. In this article, we are going to talk about all things data.
Before we get into the good stuff, let’s define data for Ecommerce:
“E-commerce data is data gathered from online retail websites whenever a consumer makes a purchase that tells businesses about their products, customers, stores, sales, purchases, and pricing.”
If you know anything about Rockar Tech, then you might be aware that we love data. We try our best to capture as much data from every touchpoint as possible and that is what the second omnichannel trend is all about – Capturing the right (and most up-to-date) data and creating the best plan of action on how to use it.
When we talk about capturing data, we aren’t just talking about tracking where a customer has come from and what product they are looking at. You need to be able to understand your customers and what they value when it comes to their buying journey. You want to be able to see what other products they might be interested in and how you can bridge that successful acquisition into the retention of a customer.
But capturing and analysing this data is only part of the battle. From this point, you need to be able to create actions to reach out to your customers and to be able to test and be ready to re-test if it doesn’t work out how you expected.
The next step will include a wealth of activities which should include: personalisation, emails, specific content, personalised discounts, and offers.
The e-commerce world can no longer rely on historical data, as we have gone through so many changes in the past few years. Data from three years ago is almost irrelevant today, meaning we have to look back at a month, a week, or possibly even a day ago to find the new trends.
So if you want to stay on top in this new e-commerce world, you need to make sure you are collecting as much data as you can, you need to be analysing the data to help you understand what your customers want and learning how best to communicate these needs.
The Rockar Tech platform and the team can help you to get your omnichannel strategy working to its best. To take control of how you collect your data and how you use it to its fullest, get in touch to find out how.