Customer Centricity on Steroids with Agile Commerce

Over the years the term of “Customer Centricity” has been the buzz word for retail organizations. Retailers are now focusing on operations to optimize the customer relationship.  This includes setting up as many touch points within the store and via web and print media as possible.  However, as we move into a social networking paradigm the term of “Agile Commerce” is taking hold and it has a lot to offer retailers on how they take “Customer Centricity” to the next level.

Many retailers recognize the need for visibility everywhere their customers are, but most don’t really know how to do this yet.  As a result, far too many retailers attempt to fit old-school marketing tactics to these new touch points. Display ads on social networks, non-conversational Twitter streams full of nothing but brand announcements, one-time deals attempting to buy fans–are (simply put) square pegs, and hammer as marketers might otherwise think, these types of online marketing programs just cannot fit  in round hole

The key to Agile Commerce is to deliver targeted content effortlessly and seamlessly across multiple touch points such as email, smartphones, social media, websites, print media, and within the four walls of the store.

But how is that accomplished when the constant spread of social means the number of these touch points increases every day?

One rudimentary answer would be to deeply understanding a customer’s needs, and proactively delivering content that meets those needs. Retailers must now “operationalize” customer intelligence across channels from existing systems such as customer relationship management, web analytics, business intelligence, and data warehouses. 

Forward thinking retailing CIO’s are beginning to tackle this issue and those that are not will place their organizations at a competitive disadvantage. 

Forrester Research has best described Agile Commerce as “... not just an incremental change; it’s a metamorphosis to a new form of operations and technology orientation. While the pieces and capabilities of an agile commerce operation may look similar to those focused for years on multichannel commerce, it’s how they come together and how the organization responds to the customer that represents the significant change. With the advent of agile commerce, organizations need to reconfigure resources and capabilities to stay ahead of the rate of change as consumer technology adoption and behaviors change. The customer is now at the center, and delivering relevant content, commerce, and service is the key to delivering on the new reality.”

So the big question is: How do you begin to develop and execute a strategy to better meet the needs of this new paradigm? 

Stay tuned, in my next post I will start to lay out the foundation that needs to be established and the tools that are now available to maximize the relationship with your customer.

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