Integrating the customer relationship in the retail industry


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Having been in the marketing & customer relationship business for many years, I know that the multiplication of communication channels and the evolution of technology are having a significant impact on consumers’ buying process. It is my belief that a retailer’s capacity to adapt is a key success factor for the future profitability of that business. According to Forbes Magazine, most retailers have a hard time keeping pace and adopting the latest tools available. Numerous marketing executives are expressing their concerns about the complexity of integrating all communications. It is imperative for retailers to overcome this challenge. I was myself faced with those same issues six years ago and spent countless hours searching for an efficient solution. After much time spent thinking about what such a solution should be like, I decided to build one.

To follow each customer step-by-step, marketers must reduce their dependency on IT and have the ability to work in a very agile fashion. To do so, I created a unique approach now called “Customer State Marketing.” This method helps follow the behavior of each customer across multiple touch points, allowing for immediate interaction throughout the buying process. Technology wise, Customer State Marketing enables marketers to easily integrate behaviors available in virtually any marketing applications currently used for email, ecommerce, CRM, social media contact center, direct mail, mobile, website, etc.

Consequently, with Customer State Marketing the customer is placed at the heart of the equation. Campaigns and programs stay connected around the customer’s journey and they can be implemented iteratively, when they financially make sense. For example, a marketer could start by implementing a customer reactivation program, move on with a cross sales strategy, add more business intelligence, include social medias into the mix, connect the marketing programs with the CRM solution, and so on.. All this can be executed while keeping the customer in the middle of the equation and without having to centralize customer profiles. In fact, this is the reason that marketers are saving a whole lot of time and money.

Now marketers should not have to worry about complex implementations and costly integrated marketing platforms. They will benefit from utilizing a platform that can adapt to new technologies and to every communication channel. With such a future-proof platform, technology adapts to the marketer rather than the other way around. With the agility and flexibility to implement cross-channel marketing campaigns with limited IT involvement, marketers are now facing less complexity and can ensure profitability.

Republished with author's permission from original post.

Alain Paquin
Alain Paquin, President of Whatsnexx, has been described by many as a visionary in his field. He has been involved with strategic development activities and marketing at an international level since 1990. Alain's career conveys this unique enterprise marketing expertise with multiple marketing and entrepreneurships awards.


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