How can data deliver a unique shopping concept?
The power behind every great concept is a brilliant insight; a creative answer to the question “What if ………..” and supported by decisiveness and the courage to simply stand up and give it a go. But you need to bear in mind that, next to that epiphany, data is still very much at the centre. Together they make an incredibly powerful team.
Data can tell you everything about the consumer, allowing you to be hyper-personal. Personal in content, in the products you offer and in communication. Take a look at Sephora, for instance. They’ve placed the personal approach at the core of their concept. The data strategy ensures that every customer is given a unique profile based on skin type, hair type and buying behaviour. Exclusive service, content, product range and special offers: they all revolve around that profile on all fronts, be it online, in communication or in the store. The result is that each customer views Sephora in a unique and personal way.
Clever use of data changes the store experience
The manner in which you collect data can also be so distinctive that it turns the shopping experience into something completely different,