Achieve greater customer insight with Single Customer View
Align, understand
and accelerate
A Single Customer View (SCV) gives you greater insight into your customers and helps you get to know them better, allowing you to deliver optimal Retail experiences to your customers.
The Retail sector is transforming, driven by the evolving consumer expectations for personalised experiences. A SCV has long been seen as the key to delivering these experiences to customers but, has always been difficult to achieve for all, but the largest companies. With the rise of AI capabilities that modern technology allows, SCV is now more accessible than ever before.
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Improvement of customer identification accuracy
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Reduction in marketing costs
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Average increase in customer retention
What challenges do we typically see in achieving a Single Customer View?
Data Silos
Data silos are stand alone systems controlled by one department or business unit, which are isolated from the rest of the organisation. Arising naturally in larger companies as different departments have their own goals and priorities, as a result the silos can hinder business operations and limit the ability of teams to make informed business decisions.
Inaccurate or inconsistent data
Inaccurate data refers to errors, discrepancies, or inconsistencies within a dataset. These inaccuracies can arise from various sources, such as human errors during data entry, system malfunctions, or issues with data integration. Inconsistent data occurs when different sets of data don’t align—for example, when two different analytics dashboards show different values for the same metric. For Retailers this can cause additional challenges around inventory management, pricing and can impact the overall customer buying experience.
Compliance and privacy concerns
Compliance and privacy concerns around retailer data is more important than ever. Privacy violations ,data breaches and legal non-compliance can all cause huge reputational and financial impacts for retailers, as well as eroding trust with their customers.
Legacy technical infrastructure
Legacy systems are often essential pieces of a retailer’s tech infrastructure but maintaining them is expensive. Generally, they are highly complex and weren’t designed to interface well with other pieces of technology. As a consequence, enterprise retailers end up with a multilayered architecture of software and connectors designed in a different era to solve a different set of challenges – and are not well suited to handle the demands of retailers today.
We’ve allowed the decision makers in our business to make good decisions using data. We’re now able to look at much more refined levels of membership and make much more precise and detailed decisions as a result.
Patrick Burrows
Chief Financial Officer, David Lloyd Clubs
A Single Customer View collects three types of data:
- Demographic data: includes profile data such as gender, age, address and household data.
- Transactional data: includes purchases, dates, abandoned carts, returns and product value.
- Behavioural data: This includes data from web visits, mobile apps, and in-store transactions, such as the most-visited products and categories, the number of pages/stores visited, interactions, preferred channels and lifestyle.