Eidtor's note: Andrew Fowkes, Head of Retail Centre of Excellence at SAS UK & Ireland, explores the factors driving some retailers to excel and others to fail in a complex environment A stark polarisation is now emerging between winners and losers on the high street. Companies that have focused on
Tag: customer data
Marketers today use varying adaptations of the customer journey to describe a circular, looped decision pathway with four distinct phases. Mapping the right data to specific stages of the customer journey is all about getting to know your customers and developing initiatives to put that knowledge into action. Applying analytical
We've been saying that the customer is queen or king for quite some time now. And in the coming year, that will be truer than ever. The customer determines where he or she finds information and which channel and which supplier gets the sale. And there is an abundance of
In my first post, I discussed the importance of brand equity and its relationship to good customer experience. Consider this scenario of an organization where brand equity was negatively impacted by a fractured customer experience. In this case the “brand” is the corporate brand.
Generating rich customer insights – the centerpiece of successful marketing efforts – is more arduous and crucial in today’s digitally saturated world. Brands must not only understand their customers across all touch points, but analyze and glean patterns from their behavior, and quickly respond to the faintest signs of changing