Creating loyal customer relationships and establishing a competitive advantage demands a more personalised and customer-centric approach to the retail experience. Understanding your customer; then acting on the data-driven insights to create a unique and personal value proposition across all your touchpoints, is important.
This level of personalisation requires retailers to better manage and integrate data across their organisations, to analyse behavioural data throughout the entire journey, and empower all staff (and partners) with the insight and technology to make meaningful connections. It’s no easy feat and requires a shake-up of traditional business models.
But, if personalisation isn’t tough enough, the challenge comes at a time of significant change in the laws regarding how retailers capture, store, share and process customer data. The new General Data Protection Regulation (or GDPR) – which officially applies from 25 May 2018 – places heavy new responsibilities on retailers when it comes to managing data.
All data collected on customers, and colleagues, (with very limited exceptions) will fall within the scope of the GDPR. Which means retailers are entering a stricter, more complicated era in which the collection of personal data will be looked upon far more stringently.
Today, we’re sponsoring a ‘GDPR Preparedness’ workshop for senior UK retailers with our partners One Connected Community. Learn about the key considerations to help you select the right enabling technology for your retail organisation in our new joint whitepaper.