In addition to building a strong brand, ensuring smooth production processes and smart demand forecasting, the consumer goods sector is also characterized by B2B and D2C (direct to consumer) sales. Also, the consolidation of data is crucial here to create excellent customer experiences and thus to support the building of a strong relationship with customers and consumers.
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Maximum personalization due to complete data
Since customer relationships in retail are predominantly anonymous, the few data that can be collected must be used optimally and made accessible to all areas involved. For example, the initial situation of many retail companies is that they usually do not even know the consumers of their products. Although there is no bidirectional communication with the users, a targeted approach without large scattering losses is crucial. However, when there are hundreds of thousands of potential recipients for the wide range of products, it is not a trivial task to use a mailing campaign, for example, to communicate the new bicycle series to the most promising customer segment. Integrated and networked systems can automate these processes using a centralized or decentralized enterprise data platform.
Creating an optimal customer journey due to integrated systems
Such information collection and evaluation should be carried out across all possible channels. Even the initial research of a prospect on the online presence must be taken into account and the appropriate nurturing selected in order to finally qualify the lead for personal sales contact. An enterprise data platform offers all the possibilities to evaluate the contact processes and integrate third-party data analytics and machine learning models for process control. In this way, cross-selling and upselling potentials can also be calculated for each customer. The platform with clean and complete data from all integrated systems provides the basis for automated, smart marketing and sales processes – for higher conversions and more marketing success.
Clean and integrated data for more potential exploitation
Customer relationships in retail have great potential for follow-up business such as repeat purchases, cross/up-selling and services. This potential can only be used if information about all activities is available transparently and processes are controlled across all systems. This is also the basis for data analytics and machine learning, which you can integrate into your processes.
Rely on a high-performance integration platform
In retail, large volumes of prospects and customers are managed. The integration solution must be able to handle this. Thus, an integrated data platform combines not only the systems for CRM and marketing, but also with other types such as product information management (PIM) solutions. This requires an integration solution that is both flexible and high-performance.
Efficient sales due to clean and complete data
Since retail offers are very comparable, “soft” factors such as consulting quality and response times are often key. To achieve this, all customer information must be available in all systems in a timely manner. Competitive advantages can be achieved via automated marketing and sales processes as well as personalized and individualized marketing activities.
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