零售业全渠道加速报告（英）-21页_584kb

Summary of Omni-Channel Acceleration in Retail

Market Shifts and Necessity

The retail industry is undergoing omni-channel acceleration to adapt to market changes. Key drivers include the COVID-19 pandemic, which shifted consumer behaviors, and factors like competitive pressure from digital natives, evolving data privacy regulations (e.g., GDPR and CCPA), and third-party cookie deprecation. This has led to a strategic move away from third-party data towards first-party data as a core business asset, enabling greater agility and smarter customer engagement models.

Goals of Effective Omni-Channel Acceleration

Successful implementation aims to: reduce the gap between data collection and action; enable faster, intuitive, and automated processes; make program testing more efficient and scalable; recognize and engage customers across all channels; and deliver highly relevant, personalized experiences. This fundamentally changes how retailers understand and interact with consumers.

Modernizing Tech Stacks

Retailers are upgrading their technology stacks with Customer Data Platforms (CDPs) to support omni-channel transformation. A CDP provides a unified customer view by consolidating first-party data from various sources, making it accessible for real-time cross-channel activation. Previous attempts to use repurposed legacy systems (e.g., IT or analytics tools) are ineffective. Teams often rely on costly external entities for data activation, limiting growth opportunities, so democratizing data access is crucial.

Cross-Functional Growth Initiatives

Several key initiatives drive growth through collaboration:

• Cross-Channel Customer Lifecycle Marketing: Use data to identify customer segments and execute programs that move them through journeys for better outcomes.
• Analytics & Data Science Democratization: Bridge the gap between data science output and business users by reducing reliance on external agencies or IT teams, enabling faster insights and scalable testing.
• Digital Experiences That Foster Loyalty: Enhance customer loyalty through personalized experiences, such as augmented reality in e-commerce or redesigned brick-and-mortar stores for experiential shopping.
• Audience Monetization: Capitalize on first-party data by offering data products or advertising services to partners, despite challenges with third-party cookies.

Case Studies for Implementation

• Bobs Discount Furniture: Unified customer data from online/offline and POS sources enabled smarter lifecycle marketing and personalized upselling across channels.
• VF Corp.: Used BlueConic's CDP for centralized analytics, improving consumer data quality and respecting privacy for multi-dimensional engagement.
• Apparel Retailer: Marketers with limited analytics resources built custom segments using BlueConic, optimizing ad targeting and operational efficiency.
• Americas Test Kitchen (ATK): Unified historical data supported personalized marketing, real-time pricing updates, and loyalty-building digital experiences.

Enabling Transformation with BlueConic

BlueConic facilitates omni-channel acceleration by centralizing first-party data and making it action-oriented for real-time activation. Key features include:

• Proximity of data to consumer engagement channels to support immediate action.
• Integration of machine learning to analyze data within the company's ecosystem, reducing time from insight to execution.
• Increased business agility to adapt to changing priorities and opportunities, empowering teams with flexible tools for growth.