You’re a retailer and you just spent two long hard years implementing the holy grail of retail: omnichannel. Yup, after much hard work and sweat, you finally are able to offer your customers the ability to buy what they want, when they want, how they want—on a PC, on a phone, in a store. They can buy it on a plane. They can buy it on a train. It’s like you created the green eggs and ham of shopping experiences.
So now that you’ve given your customers so many easy ways to shop with you, you’ve created a new headache. You did such a great job that customers are coming at you from every direction and you’ve lost touch with your customer data. You’re not quite sure how to make sense of what you’re seeing. Where you used to see one customer and one device, you now see one customer on two or three or four devices and you can’t figure out which device is which customer.
In the old days, the one-device-to-one-customer relationship made tracking the user journey and uncovering buying signals much simpler than in the obfuscated multi-device, multi-channel, post-omnichannel world. In fact today the major intent signal that retailers rely on is the abandoned cart, which offers up a good number of potential prospects to target and produces high conversion rates.
While reliable and effective, the abandoned cart is not a perfect signal. For one, it takes place nearly at the end sales funnel. That means many shoppers that might have responded to a nudge have bounced off your site and made a purchase elsewhere before you had a chance to influence them.
Now imagine if you could correlate each touch by each device to reconstruct the user journey. You just might be able to determine that a shopper was a likely buyer. For instance: Let’s say in the morning I come to your site on my phone and find a classic red dress. Later in the morning, I come back to look at it while I’m at work. Then tomorrow I look at that dress one more time from my tablet at home.
Our research shows that a person that views a $300 apparel item three times in four days is six times more likely to purchase than a person who is a first-time viewer.
Let’s say I wasn’t logged in during any of those product views. (After all it’s me so I get to say if I was logged in or not!) You probably saw me as 3 people different people looking at that dress. You just missed a signal. You just missed an opportunity to sell me.
Now imagine a world in which almost every user journey, like mine, spans across more than one device…but wait, you don’t have to imagine, you’re living in one. And the effect of all these little missed signals is that you have an inaccurate picture of the majority of your customers. Not only that, but you are leaving significant revenue on the table by leaving this problem unaddressed. Curious how much? Read this.
Feeling the headache now? Ready for the cure? The the problem is that you see a single customer as three, then the solution is stitching all those views back into one. If you can do that, you’ll be able to recognize your customers every time they engage with you, no matter what device they’re on. From there, you’ll be able to capitalize on those opportunities that you’ve been missing all this time.
Want to see how Revmetrix takes these three touches and sees them as a single user journey? We can show you just how big a difference having a single view of your customers makes to your customer data.