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of Commerce Foundation. "The data from their biggest competitors,"
emanating from mobile phones holds Levin said. "The better they can
particular interest because it can be communicate with their customer
linked directly to individual users in base the more likely they are to retain
identified locations." high-value customers and grow their
bottom lines." Levin added that her
But as Shevlin noted, the challenge company's research suggests 70
is in understanding what data percent of mid-market retailers will
points matter and how to leverage be doing customer segmentation this
those to advantage. Analyzing data year. She expects the big push will
for insights on customer needs and be to integrate off-line, call center
intentions is only a starting point. and loyalty transaction with online
What counts is getting the right customer data.
messages to the right customers, he
said. Metrics linked to payment cards
Another approach is to tie marketing
A recent survey by the technology data more directly to the POS, linking
consulting firm Infosys Ltd. revealed deals and rewards to payment card
that the way merchants interact with usage. Merchants large and small
customers does indeed influence are adopting card-linked offers that
purchase behavior. About one "reward" customers for shopping in
third of individuals polled said their stores (online and offline) with
consistency across channels results "frictionless" offers, like cash back or
in greater spend, and 59 percent of discounts on gasoline. The rewards
consumers who have experienced typically are tied to a consumer's
personalization believe it influenced preferred credit or debit card.
their purchase decisions. The card data then gets mined for
critical information, like incremental
Ninety-six percent of respondents spending and return visits.
said they expect retailers to inform
them of new products, yet only "Linking metrics to payment cards
34 percent of retailers today can provides a clear path for collecting
track consumer trends in real time, the lifetime purchasing data that is so
reducing the ability to roll out critical to meaningful metrics," First
targeted offers to drive sales, Infosys Data Corp. wrote in a white paper,
said. That's because 38 percent of Going Beyond Redemption: Closing
retailers lack the technology needed the Loop with Card-Linked Offers. "As
to track and respond to customer mobile wallets and other near field
behaviors across channels. "Creating communication (NFC) technologies
a consistent experience across all emerge, the most effective solutions
physical and digital touch points will make that transition entirely
has a direct impact on sales," said seamless."
Sandeep Dadlani, Senior Vice
President at Infosys. First Data has a solution called
Offerwise that is designed to
Dominique Levin, Vice President work with existing POS devices.
of Marketing at AgilOne Inc., a It captures and maintains data on
predictive analytics company based every transaction to trigger relevant
in Mountain View, Calif., said rewards and to help merchants
marketing driven by sophisticated better plan and track marketing
data analytics isn't just for big campaigns.
companies. He noted that a survey
AgilOne recently completed found "Marketers value the information
the trend gained traction among they believe can be obtained through
middle market retailers last year and card-linked marketing," said Kasey
that will continue through 2014. Byrne, Senior Vice President at
Cardlytics Inc., a provider of card-
"Being able to predict a buyer's next linked marketing. Cardlytics
move is what can set them apart recently asked a group of marketers
38
38
of Commerce Foundation. "The data from their biggest competitors,"
emanating from mobile phones holds Levin said. "The better they can
particular interest because it can be communicate with their customer
linked directly to individual users in base the more likely they are to retain
identified locations." high-value customers and grow their
bottom lines." Levin added that her
But as Shevlin noted, the challenge company's research suggests 70
is in understanding what data percent of mid-market retailers will
points matter and how to leverage be doing customer segmentation this
those to advantage. Analyzing data year. She expects the big push will
for insights on customer needs and be to integrate off-line, call center
intentions is only a starting point. and loyalty transaction with online
What counts is getting the right customer data.
messages to the right customers, he
said. Metrics linked to payment cards
Another approach is to tie marketing
A recent survey by the technology data more directly to the POS, linking
consulting firm Infosys Ltd. revealed deals and rewards to payment card
that the way merchants interact with usage. Merchants large and small
customers does indeed influence are adopting card-linked offers that
purchase behavior. About one "reward" customers for shopping in
third of individuals polled said their stores (online and offline) with
consistency across channels results "frictionless" offers, like cash back or
in greater spend, and 59 percent of discounts on gasoline. The rewards
consumers who have experienced typically are tied to a consumer's
personalization believe it influenced preferred credit or debit card.
their purchase decisions. The card data then gets mined for
critical information, like incremental
Ninety-six percent of respondents spending and return visits.
said they expect retailers to inform
them of new products, yet only "Linking metrics to payment cards
34 percent of retailers today can provides a clear path for collecting
track consumer trends in real time, the lifetime purchasing data that is so
reducing the ability to roll out critical to meaningful metrics," First
targeted offers to drive sales, Infosys Data Corp. wrote in a white paper,
said. That's because 38 percent of Going Beyond Redemption: Closing
retailers lack the technology needed the Loop with Card-Linked Offers. "As
to track and respond to customer mobile wallets and other near field
behaviors across channels. "Creating communication (NFC) technologies
a consistent experience across all emerge, the most effective solutions
physical and digital touch points will make that transition entirely
has a direct impact on sales," said seamless."
Sandeep Dadlani, Senior Vice
President at Infosys. First Data has a solution called
Offerwise that is designed to
Dominique Levin, Vice President work with existing POS devices.
of Marketing at AgilOne Inc., a It captures and maintains data on
predictive analytics company based every transaction to trigger relevant
in Mountain View, Calif., said rewards and to help merchants
marketing driven by sophisticated better plan and track marketing
data analytics isn't just for big campaigns.
companies. He noted that a survey
AgilOne recently completed found "Marketers value the information
the trend gained traction among they believe can be obtained through
middle market retailers last year and card-linked marketing," said Kasey
that will continue through 2014. Byrne, Senior Vice President at
Cardlytics Inc., a provider of card-
"Being able to predict a buyer's next linked marketing. Cardlytics
move is what can set them apart recently asked a group of marketers
38
38
