Customer centricity drives omni-channel retailing success


We're working on a project with a retail industry thought leadership organization called Retail Systems Research (RSR for short).  My colleague, Wilson Raj, is working with RSR Managing Partner Nikki Baird to explore how data-driven customer centricity holds the key to successful omni-channel retailing.

Omni-channel retailing is a concept that applies to any company that conducts online transactions with its customers. One of the biggest reasons why omni-channel retailing is a hot topic is that customers today expect a seamless, consistent experience across all channels. They want you to manage and integrate all their big data and they get an immersive experience - regardless of the channel where they found you.  Sound familiar? As a result, retailers today have to stay focused on the customer in ways that are not only consistent but accurate. In this era of big data, that's a tall order to fill. Customer centricity is not an option - it's required. So what to do?

Fortunately, the challenge of big data is also an opportunity. Forward-thinking retailers are using customer analytics to gain insights from both the digital and the physical selling worlds. The result is that they gain an informed business strategy centered on the customer. By using actual transactional, behavioral, social and other data, retailers can align their strategy with the customer’s expectation of one seamless experience across all channels. The answers are already in the customer data to pin-point the best opportunities, map out the best marketing actions and then maximize cross-business impact.

Want to learn more? Why don't you join us on Sept. 18 at 1:00pm for an online chat with Wilson and Nikki. Click here to sign up.

As always, thank you for following and leave a comment to let me know what you think.


About Author

John Balla

Principal Marketing Strategist

Hi, I'm John Balla - I co-founded the SAS Customer Intelligence blog and served as Editor for five years. I held a number of marketing roles at SAS as Content Strategist, Industry Field Marketing and as Go-to-Marketing Lead for our Customer Intelligence Solutions. I like to find and share content and experiences that open doors, answer questions, and sometimes challenge assumptions so better questions can be asked. Outside of work I am an avid downhill snow skier, hiker and beach enthusiast. I stay busy with my family, volunteering for civic causes, keeping my garden green, striving for green living, expressing myself with puns, and making my own café con leche every morning. I’ve lived and worked on 3 contents and can communicate fluently in Spanish, Portuguese, Hungarian and get by with passable English. Prior to SAS, my experience in marketing ranges from Fortune 100 companies to co-founding two start ups. I studied economics at the University of Illinois at Urbana-Champaign and got an MBA from Georgetown. Follow me on Twitter. Connect with me on LinkedIn.


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