The global pandemic, and the changes in behavior it has driven, have placed retail and eCommerce brands under significant pressure to better meet the digitally transformed consumer expectations if the brand is to maximize its potential to get, keep and grow customers relationships.
These pressures have piqued interest in the use of identity strategies to drive contextual relevance and consistent customer experience using comprehensive approaches to omnichannel marketing and engagement. These rapid transformations have made Retail & eCommerce one of the largest and most active sectors Audience Acuity supports.
Key Trends in Retail & eCommerce
Omnichannel Customer Interaction
Organizations are building out capabilities to enable unified cross-channel engagement and seamless customer experiences that drive loyalty and repeat sales.
Enterprise Identity Management
Firms are implementing strategies that unify data used to drive marketing and media buying processes around common audience understanding, targeting, identification, and personalization for known and anonymous audiences across channels and connected devices.
Implementing persistent approaches to targeting, profiling, and tracking that aim to resolve and protect firms from the effect of Google announcing the demise of the 3rd party cookie and Apple’s IDFA policy change.
Firms are leaning into the power of leveraging other 1st party data to better understand their customer and to create new monetization pathways for their own 1st party data, driven by the development of privacy-safe clean rooms.
Specific Impact We Provide in Retail & eCommerce
Our individually oriented omnichannel identity can be used as a foundational data layer to enable identity resolution and contextual engagement across all channels, which has been proven to drive improvements in personalization, next best action, site conversation, and the amplification of existing MarTech and AdTech to improve performance and ROAS.
Leverage Omnichannel Identity Data
Unify fragmented customer & prospect data.
Integration across marketing technology and activation layers.
Real-time integration across customer data layers.
Media mix modeling to improve amplification.
Site-side personalization to drive relevance.
Attribution and customer journey mapping.