Driving Omnichannel Success with Physical Cookies and Journey Insights


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Over the last several years, offline retailers have seen foot traffic decline as online e-tailers experienced a sharp rise in customer traffic, yet the majority of retail business is still created in physical stores which I have written about in a previous post. For online e-tailers, Business intelligence (BI) generated by cookies has been critical to personalizing the experience and making the process as efficient as possible. Businesses (like retailers and banks) have the ability to gather, store and use data about how and why each customer has visited the website, what they’re doing, and what they want.

In that respect, it’s easy to argue that analytics have played as large a role in the decline of brick and mortar business as ease and lower costs of online channels. As the pendulum has swung more toward seamless omnichannel engagement, online and physical businesses must tap into BI as a weapon in the battle for customer share. Yet, even with this powerful source of insight, many businesses are virtually blind to what their brick and mortar customers are doing and seeking.

How Physical Cookies Work

Working in a similar way as their online counterparts, physical cookies are the touch point data points gathered throughout the customer journey. For retailers, restaurants, banks, government offices, and the like, these data points translate into useful insights about customer interactions and preferences. Companies can fully understand each individual customer journey – where the customer went, how long they stayed, how long they waited, where they engaged with on-site staff and how they rated the various engagement points.

Collecting, storing and analyzing unique customer journey insights give companies the knowledge needed to create the best possible customer experience. In fact, businesses that have used these devices have reported that customers spent more than 20% in the environment than those who did not.

Mapping and Improving the Customer Journey

Customer Journey Discovery is the Qmatic methodology used to decode the customer journey. With it, an organization can systematically manage the customer journey from the very first to the last customer touch point. This complete approach stresses the importance of planning and monitoring the customer’s entire visit, capturing data at each point of contact. By connecting online and onsite engagement points, a business can create outstanding and consistent customer journeys across every channel.
Customer Journey Managament
A Customer Journey Discovery is an incredibly useful tool to understand the customer touch points and improve the customer experience. Image by Qmatic

Business Intelligence and Journey Insights are powerful web-based solutions that clarify how services, engagement points and the overall customer experience are performing. The data lives in a graphical online system. At any point, management and staff can access, visualize and analyze customer journey data like customer wait times, employee/customer interactions and even lost customers.

Management can engage insights from the gathered data analytics to test and evaluate every piece of the customer journey, including customer segmentation, staff use, and media content. The intelligence informs decisions that positively impact business performance. For instance, by identifying operational inefficiencies and opportunities, companies can make changes to training, processes and even staffing levels to correspond with peaks in the service area.

For businesses with performance targets that hinge on delivering exceptional customer experiences in all channels, a Customer Journey Management system is an absolute necessity for measuring and evaluating performance. The system can be connected to any number of service access points over a wide geographical area. With the seamlessness and completeness of the BI solution, and the real time operational data and statistical reports it generates, managers have the insights needed for making decisions that can lead to a seamless omnichannel offering.

Map, define and evaluate your customer journey process based on journey data and insights to attract and keep customers.

Sven-Olof Husmark
Sven-Olof is the founder of Experify, a business consultant firm, Senior Advisor at Egain Group a pioneer in intelligent AI driven energy optimization of buildings and former CMO at Qmatic Group, a world leader in creating better customer journeys.Sven-Olof is a senior executive with demonstrated success in growing companies globally by initiating effective sales, marketing and customer service strategies.


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