Unlocking data: Retailers’ key to thriving during 2024 shopping season

The peak festive shopping season is a crucial time for retailers and e-commerce brands as they look to boost their revenue, grow their customer base, and enhance their brand recognition with consumers.

However, with Christmas shopping predicted to look a little different this year, retailers are under pressure from customers to implement holiday strategies that will help them stand out to shoppers.

This year, consumers are spending more, buying less, and seeking value with two-thirds of shoppers holding out on making big purchases until Cyber Week in anticipation of better deals. So how do retailers get cut through in what is pegged to be a challenging and competitive shopping season? By tapping into their loyal shoppers now.

Keeping shoppers satisfied is becoming increasingly difficult: 65 per cent of customers expect brands to adapt to their evolving needs and preferences, and it takes fewer than three negative encounters for many shoppers to abandon a brand. 

Consumers now expect a personalised experience with excellent service, where they are pitched relevant products and enjoy seamless shopping journeys both online and in-store. A recent survey of more than 14,000 consumers found that 84 per cent rate the experience as important as the product they purchase. 

Clearly, personalisation is crucial to customer loyalty, even more so during peak holiday shopping seasons, where added stresses like finances, family needs, and time constraints can affect buyer behaviour.  As retailers gear up for another competitive season, data and AI will be the key to retailers driving customer loyalty and ensuring the shopping experience is both easy and exceptional for their customers. 

Beauty brand Mecca excels at providing an exceptional and consistent customer experience, both in-store and online, by using its customer data to tailor every interaction. MuleSoft has empowered the retailer to seamlessly integrate online and in-store records, creating a comprehensive 360-degree view of each customer. This enables the team to recognise and cater to customers at any point in their journey and address their unique needs and preferences.

The Mecca example highlights how essential accurate data is for any AI-powered shopping initiative, elevating your personalisation and customer approach. Yet according to the study above, 60 per cent of retailers still say they’re not fully able to use data to make decisions. It’s clearly a risk: bad data can lead to missed opportunities, lost revenue, and compromised trust. Organising your data reduces costs, improves efficiency, and ensures a cohesive, personalised brand experience. 

By harnessing data from various sources – online interactions, purchasing history, demographic information and social media engagement – retailers can build a comprehensive picture of their customers. This holistic view allows for personalised marketing strategies, tailored product recommendations, and enhanced customer service, all of which improve customer satisfaction and loyalty. The challenge lies not just in collecting data but in effectively utilising it. Many retailers struggle with integrating and harmonising their data sources to derive actionable insights, missing out on opportunities to enhance customer experiences and drive revenue growth.

To capitalise on the potential of data, retailers should consider targeted investments in advanced analytics and AI-driven technologies that can analyse data in real time, predict consumer trends, optimise inventory management, and personalise marketing efforts. By using these technologies, retailers can exceed customer expectations, offering tailored promotions and recommendations that resonate with individual preferences, unlocking the true potential of their data in the process.

Seamless integration across digital and physical retail channels is also crucial. Consumers expect consistency whether they are shopping online, in-store, or utilising omnichannel options like click-and-collect. Real-time inventory updates, smooth checkout processes, and personalised shopping experiences across all touchpoints contribute to a seamless customer journey that enhances satisfaction and loyalty.

Australian footwear company RM Williams is one brand that excels in creating this premium customer experience. To enhance service and remove friction, the retailer leverages AI and machine learning to elevate product recommendations both online and in direct customer interactions. The retailer ensures customers receive a personalised experience through the content they engage with online, including tailored product assortments and campaigns.

Empowering staff with the right tools and insights is equally important for exceptional customer service. With comprehensive customer data, employees can anticipate needs, resolve issues promptly, and provide personalised recommendations. RM Williams achieves this with the help of Service Cloud and Service Cloud Voice. These tools provide agents with instant access to caller information, consolidating all necessary details to efficiently handle order status inquiries, coordinate returns and manage repairs, thereby enhancing the overall shopping experience.

Retailers that successfully unlock and use their data can expect to not only survive but thrive during the festive season and beyond. By focusing on data-driven strategies, Australian retailers can meet and exceed customer expectations, turning holiday shoppers into loyal, year-round customers. The key to success lies in embracing technology and data to deliver personalised, efficient, and memorable shopping experiences.

• You can learn more about how to harness the power of data and AI this holiday shopping season to grow revenue and relationships in the 2024 Retail Holiday Planning Guide.

About the author: Roula Psomiadis is regional VP – retail & consumer goods at Salesforce Apac.