Solutions to retail’s modern multichannel challenges

According to Austin Miller, Director of Product Marketing, Oracle Marketing Cloud, that based on the study done by VISA, the Philippines has over 119 million internet users, with 38% of the population having purchased something online in the past month. The largest contributor to shifting consumer habits in the Philippines, e-commerce has proven that it is here to stay. This year, there was an 85% increase in year-on-year growth in the number of people purchasing online via mobile phone. In 2017, e-commerce revenue in the Philippines will amount to US$1,237m. E-commerce revenue is also expected to grow at a rate of 16.2% yearly, resulting in a volume of US$2,619m in 5 years.

These ever-multiplying touchpoints create a complex playing field for the average retail marketer who is already juggling a precarious balance of margin pressures, resource constraints and competitive challenges on an ongoing basis.

It’s tempting to adopt the latest and greatest technologies, especially those with steadfast popularity among your consumer audience. Although it’s great to embrace the latest innovations, such as voice command or visual search, don’t lose sight of the data silos that will inevitably follow. Newer technologies, especially those on the cutting edge, may be difficult to manage and integrate on top of an existing portfolio of platforms, tools and technologies. Integrating the flow of customer data from these new sources can be an immense challenge and result in informational silos.

The solution: Before making the decision to adopt new technologies, take a step back and foster customer data integration from the beginning. It is important to first understand how, when, where, and what customer data is being collected. With the right tools and mindset in place, you can compare and analyze KPIs, benchmarks and goals in existing customer contexts.

On the flip side, don’t shy away from new technologies for fear of creating customer data silos. Instead, futureproof your omnichannel strategy by building a foundation that facilitates data integration so you can navigate potential silos from the start.

Everyone knows the feeling of opening an inbox filled with coupons, notifications and promotions. Your customers are constantly bombarded with promotional marketing campaigns from nearly every online store they have ever shopped at. Email has unequivocally become the channel for customer communication. It is a staple for business-to-consumer communications and a versatile tool for multimedia campaigns.

However, many retailers struggle with building relationships with their customers over email, balancing being informative without being annoyingly overbearing. Poorly timed and generic emails might mean the loss of a customer forever.