Unlocking special moves
With businesses brimming with customer data, the challenge is to weaponise it. To do this, the retailers we work with are deploying three signature moves:
Move 1: Feed freshness
Like anything, data has a shelf life. Designing experiences that create an honest value exchange for consumers and feed a fresh stream of actionable behavioural data is critical.
Nike Membership empowers athletes of whatever level to "Just do it", creating genuine value in exchange for data. Insights fuel the battle with new school athleisure brands like Lululemon, prompting the launch of a range of yoga-wear and a range of maternity running gear in 2020.
Move 2: Pursue prediction
Businesses must turn data into a crystal ball, deploying predictive analytics and AI to look forward, anticipating shopper needs. HBR recommends businesses of all sizes adopt AI and predictive analytics over coming years. By generating predictive customer scores based on journey events, the company can predict value outcomes such as revenue, satisfaction and cost-to-serve.
Move 3: Code the brand
Algorithms already sit at the heart of the customer experience. Forward-thinking retailers like Farfetch are staffing up with data analysts to build brand-defining algorithms. Turning personalisation into a weapon in the battle for loyalty.
Brand personality must be infused in the algorithm's behaviour, making the programmatic customer experience more than retargeting at scale.
Applied creatively, algorithms can be special moves in the customer experience. Sephora's Colour and Lip IQ, as well as Uniqlo's AI-powered UMood kiosks, showcase the capacity for the technology to define the experience and build the brand.