Christmas time is by far the biggest sales period of the year for retailers. No matter what industry, retail businesses strive to seamlessly integrate their physical and digital systems to serve the growing number of omnishoppers.
With online shopping, customers don’t get to see inviting, creative window displays or feel the festive Christmas spirit through cheerful sales assistants and other in-store experiences. So, how can retailers make sure they attract a lot of eager shoppers and meet customer expectations during this critical trading period?
I was taken aback this week by an article I read in the NZ Herald entitled “FCB: Too many ads based on fashion, not fact”, by FCB analyst Peter Field.
Mr. Field takes the position that in a quest to reduce wastage in marketing, we have gone too far. That our push to personalize advertising and target core customers was an erroneous theory and companies should do more broadcast advertising. He cites a paper that declares “mass media are still crucial for effectiveness” and another that “waste (from mass media) contributes to advertising effectiveness by increasing its credibility.”
This, I simply do not believe.
If you’re like most businesses, you accumulate customer data faster than you come up with valuable insights to grow your business. The gap lies in the need for good Analytics.
Data without analytics is useless.
It is remarkable how many companies still rely on manually collecting, preparing and formatting data for reporting purposes. The disadvantages of such habits are no secret: it takes a lot of time and the risk for human errors is significant.
Data collection is one thing, visualization is another.
We’ve been waiting for few months but the wait is over today: Data Studio (beta) is finally available for Kiwi Analysts and Marketers. You can stop your VPN subscription now