微软&PSFK-2020零售趋势报告(英文)-2019.2-38页.pdf
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1、withRetail Trends Playbook 2020Creating A Data-Driven, Intelligent Retail ModelRetail Trends Playbook 20202withTechnology within the retail space has primarily served to ensure transactional moments were quick and efficient. Now, retailers have an unprecedented opportunity to go a step further and l
2、everage data-driven and digital technologies to elevate the customer experience in more meaningful ways. From creating new products to delivering specialized campaigns, machine learning, analytics and other technologies are empowering brands and retailers to understand their shoppers better and deli
3、ver differentiated, 1:1 experiences. As customers expectations for best-in-class shopping increase thanks to the immediacy and personalized relationships crafted by retail upstarts and ecommerce giants, data-led intelligence are essential to thrive in this competitive landscape. Introduction About T
4、his ReportThe Retail Trends Playbook 2020 is a report by business intelligence platform PSFK in partnership with Microsoft that presents key trends, best-in-class examples and strategies for executing intelligent retail with the aid of data-driven technologies. Supported with expert insights and key
5、 analyses of the global retail landscape and consumer needs, the Retail Trends Playbook 2020 will help brands and retailers define their strategic roadmaps for 2019 and beyond. Retail Trends Playbook 20203withWelcome To The World Of Consumer- Controlled RetailBy: Shelley Bransten, Corporate VP of Gl
6、obal Retail only 20% dislike them. 58% say they will sign up for personalized offers. Consumer Value Personalization: Up Your Game to Not Miss The Opportunity Report. Periscope by McKinsey, 2018Brands can utilize powerful algorithms to learn a consumers behaviors and preferences, reaching them at ho
7、me more effectively than ever before. Advanced CRM and marketing systems develop a detailed shopper profile through repeated interactions and utilize this information to deliver proactive and personalized outbound marketing and tailored recommendations. Personalized OutreachRetail Trends Playbook 20
8、2014withClinch Technology company Clinch lets brands create dynamic and personalized Instagram stories at scale. A brand creates an interactive template for the ad, with attached souwrces for content assets like photos or graphics. Videos can be embedded with calls to action and even drive consumers
9、 to the closest location where a product or service is sold. The messages are then optimized in real time based on user engagement and data such as location, time of day and weather. Clinch.coStubHub Ticket exchange StubHubs holiday campaign uses artificial intelligence to personalize its holiday gr
10、eetings which remixes various clips and songs depending on what kind of ticket is being gifted. In a partnership with , users can create a customized rap by answering questions and the AI creates a personalized 60-second song, with verses tweaked for their specific circumstances. StubHub says there
11、are 10,000 different combinations available, each resulting in a different video. bit.ly/2E4vbH1Monetate x Bazaarvoice Personalization platform Monetate and consumer-generated content firm Bazaarvoice partnered to increase personalization during this holiday season. Monetate will use Bazaarvoices sh
12、opper profiles to help brands create product recommendations aimed to turn first-time holiday shoppers into loyal customers after the holidays are over. The companies aim to use shoppers experiences and online behavior beyond one-time gift-buying to boost post-holiday consumer engagement strategies
13、that improve brand loyalty.bit.ly/2E3gNidRetail Trends Playbook 202015withSupporting Data:70% of consumers say a companys understanding of their individual needs influences their loyalty, and 69% say the same of personalized customer care State Of The Connected Consumer. Salesforce, 201779% of consu
14、mers feel that brands must actively demonstrate that “they understand and care about me.Wantedness. Wunderman, 2018Know Your CustomersAnticipatory SupportAs retailers and brands take advantage of internet-enabled technologies alongside AI to better track and respond to shopper behaviors and purchasi
15、ng habits, alongside broader contextual cues, service will shift from reactive to proactive. Customers will seek out companies who are equipped to offer this next level of personalization, which will evolve towards just-in-time assistance and predictive care.Retail Trends Playbook 202016withSalesfor
16、ceThe cloud-based software company developed an IoT, data-based initiative called Salesforce IoT Insights to provide field assistants, service associates and customer- facing employees with automated IoT data via their mobile device, intended to allow employees to resolve issues before they become p
17、roblematic. After connecting IoT devices to the cloud, this information is automatically available to human agents. The service can also cull additional information from Salesforce CRM platform. Agents can quickly solve upset issues before they occur or become an rebooking service Freebird allows i
18、ndependent travelers or partnering companies to rebook flights after cancellations or other delays and disruptions. The company aggregates data from a large pool of flight data to better predict cancellations or delays and informs travelers of risks while offering alternative flights in 30 seconds o
19、r less. Amazon AlexaAmazon created a patent that will allow its voice assistant Alexa to analyze users voices and detect signs of illness. Customers are then provided with relevant products or discounts before theres a need for medication. thebea.st/2PtJrLuRetail Trends Playbook 202017withDigital Tr
20、ansformation Strategies Leverage end-to-end data visibility to gain real-time insights into product usage in order to strengthen shopper profiles and allow for greater personalization. Go beyond transactional messaging by embedding meaningful experiences within the context of your marketing to help
21、customers take action and achieve their goals. Experiment with subscription-based models and proactive notifications to ascertain if these added value services are important to your customers.Intelligent Retail In ActionNielsenNielsen is enabling retailers to put customersand insights about their cu
22、stomers at the center by connecting disparate sets of data to spot emerging trends and opportunities.Nielsen and Microsoft partnered together to offer an enterprise data solution that democratizes one of the largest consumer data sets in the world. The solution offers a unified platform for creating
23、 scalable, high-performance data environments. Their alliance grew out of a mutual commitment to helping retailers achieve growth through innovation. The two companies will continue to empower retailers to break down silos between customer and operational data to achieve insights through a new gener
24、ation of retail solutions.bit.ly/Microsoft_NielsenRetail Trends Playbook 202018withEmpower Your EmployeesCompanies with highly engaged employees outperform their competitors by 147%. The Engaged Workplace. Gallup, 2018A superior retail experience starts with developing a frontline workforce that is
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