Brands have plenty of data — they pay to access aggregated transactional data and can access third-party data sources — but it is often expensive and slow, doesn't provide much competitive differentiation, and is rarely at the level of the individual customer. As a result, they don't have insights on the customers and their journeys.
In contrast, since grocers often own the customer experience over the entire shopper journey, they have direct access to both online and offline customer data. This allows them to pinpoint who is buying which products, letting them better meet their customers’ needs — but only to a point. If brands don’t make products customers want and deliver content at the right moment, neither grocers nor brands can optimize sales.
The critical question for brands: are you ready to unify your customer data and give yourself a competitive advantage in this shifting landscape post-pandemic?
The expectations customers have for personalized messaging could not be higher. And customers aren’t very forgiving when a retailer or brand gets it wrong by sending an email and using the incorrect name or highlighting a cat food special to a dog owner. That’s a sure way to get a customer to hit the unsubscribe button.
- Stephen Lan, Director of Product Marketing, Amperity
In How Grocers and Brands Can Harness the Power of a Unified Customer View, created by Amperity + Microsoft you'll learn:
How to bring together different data points to create a complete customer profile and drive ROI for your business
The importance of a data collaboration strategy between grocers and brands in a cookieless future
How to take personalization to the next level by combining first-party customer data with external data sources