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Is collecting customer data essential to your strategy?

Customer knowledge, as an open door to the personalization of the offer, makes it possible to offer a differentiating customer experience. And, unsurprisingly, that's exactly what consumers expect: 86% of them are ready to pay more for a better customer experience.

Thus, the collection and processing of customer data allows you to enrich your customer knowledge. The result is optimized marketing campaigns and growth potential.

The challenges associated with the collection of customer data

If consumers are ready to pay more for a personalized offer, they are also ready to “ghost” those that would not lend themselves to the game. In 2018, 34% of customers who left a brand did so due to a lack of personalization in the customer relationship. But then, how do you personalize if you don't know who you're dealing with?

The challenge is therefore, on the one hand, to transform an anonymous visitor into an exploitable contact and, on the other hand, to exploit the information collected to understand customer expectations. A mechanism that can give rise to an improvement of 30 to 50% in customer satisfaction and thus boost brand attachment.

As you will have understood, the collection of customer data acts on the entire customer journey. And even more, it is an essential link in order to activate, retain and engage.

Thus, engagement, activation, loyalty and commitment follow one another as much as they are linked.

When is the right time to kiss?

What if there was no right or wrong time? But rather contact points to be created or exploited?

Social networks, website or even point of sale, every point of contact can be a way to collect customer data.

By putting the entire customer journey under the microscope, you increase the opportunities for data collection. Whether it's an appointment, a request for information or even a check out, see a collecting opportunity.

Even more, don't summarize your base strategy to a single touchpoint or channel, you will deprive yourself of some of your prospects or customers. Instead, rely on the richness of their complementarity.

How do I collect customer data in stores?

Before launching your lead generation strategy, you'll need to determine your goals, the customer data you want to collect, and the channels that can be activated. Determined in this way, certain channels will seem more appropriate to you.

Email, an essential customer data

No doubt, email is an essential part of its customer base strategy. Viewed regularly by 91% of consumers, it is proving to be a great communication channel.

While there are multiple mechanisms for retrieving email addresses, it is obvious that collecting them no longer frightens consumers. Conversely, he expects the brand to deliver a personalized, relevant message that creates added value.

In this context, and in the face of an attentive consumer, it is a strategic point of contact for brands. Promotional offers, brand news or even the promotion of your loyalty program are all key messages that you can share through this channel.

Is the point of sale strategic for collecting customer data?

La lead generation, like turning an anonymous visitor into a commercial contact, is often reserved for the web only. But what about the point of sale? Doesn't it also have a role to play in an underpinning strategy?

He embodies the brand and tells its storytelling. Trained salespeople temporarily become the face of the brand. Thus, lies in the point of sale, the opportunity to generate qualified leads and to refocus its customer knowledge as close as possible to reality.

Solutions for collecting customer data in stores

If collecting customer data is of real interest to organizations, what about for the visitor? Shouldn't he also see something to gain?

Base mechanisms must therefore be approached from the perspective of the customer experience and its additional services. A doubly winning bet, for brands and consumers.

In our white paper, we have chosen to analyze and present to you 8 base solutions, addressed from three different perspectives:

• the memorable customer experience
• optimizing the customer journey
• The mechanisms of engagement

To project you into the implementation of these, we illustrate them with case studies and tools.

Before you start reading the white paper, here's an overview of our first two solutions.

#1 Offer a diagnosis with a personal shopper

A practice often used in the beauty sector, this service makes it possible to collect email addresses as well as qualified customer information. Before making an appointment or after the diagnosis, there are multiple opportunities to retrieve the email address.

Khiel's is a good example. By offering its customers a skin diagnosis in store, the cosmetic brand has been able to integrate a data collection mechanism into its service.

#2 Organize workshops around your brand

A great way to increase customer engagement with a brand, it also fits perfectly into your base strategy. By giving access to a registration form via a QR code, presented in store, you retrieve email addresses and customer information.

Decathlon, for example, uses its in-store entertainment at the service of its data collection strategy by requesting prior registration.

#3 Optimize the services offered to your customers

Are you already an ace in the customer journey enriched with services? Go further by using them as base levers.

You thus benefit from the virtuous circle: new opportunities for base, which in turn leads to an improvement in the experience through customer knowledge.

Whatever the service you offer in store, you should see this as an opportunity to collect the email addresses of your customers

In the field of possibilities, here are a few examples:

• The virtual waiting line;
• Home delivery;
• Repair of products in stores.

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Can you already see more clearly? Are ideas starting to flow? Don't be left wanting more and discover our other solutions, case studies, and tools in our downloadable white paper.