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Retailers can gain a deeper understanding of shopper demand and manage the customer experience in store, online and mobile Customer buying patterns have been profoundly impacted due to the advent of new technologies such as smart phones and digital e-commerce. Traditional buying patterns have significantly changed with customers reducing store visits and relying increasingly on buying online. Retailers are dealing with a quickly changing retail landscape and newer competitive threats. To address these changes, retailers are now collecting massive amounts of data to gather deeper insights into their business. REQUIREMENTS FOR BIG DATA Retailers now realize that they need to collect data from all customer touch points. In this way, retailers gain a deeper and better understanding of their shopper demand but are also able to better manage the customer’s experience in store, online and from mobile applications. The collection and interpretation of this valuable data can help propel retailers to the forefront of the market and are better equipped to offer personalized services to retain customers. BIG DATA CHALLENGES IN RETAIL Due to the changing nature of customer buying behavior, knowing where to collect data proves challenging for retailers. There are many channels that customers use and often data from these channels are unstructured where traditional data analysis cannot effectively derive value and insights. Retailers need a data first approach with a data architecture that can handle the large volume and variety of data from multiple disparate sources. Creating the Omnichannel Retail Experience

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Page 1: Creating the Omnichannel Retail Experience · PDF fileshopper demand but are also able to ... effectively derive value and insights. Retailers need a data first approach with ... •

Retailerscangainadeeperunderstandingofshopperdemandandmanagethecustomer

experienceinstore,onlineandmobile

Customerbuyingpatternshavebeenprofoundlyimpactedduetotheadventofnewtechnologiessuchassmartphonesanddigitale-commerce.Traditionalbuyingpatternshavesignificantlychangedwithcustomersreducingstorevisitsandrelyingincreasinglyonbuyingonline.

Retailersaredealingwithaquicklychangingretaillandscapeandnewercompetitivethreats.Toaddressthesechanges,retailersarenowcollectingmassiveamountsofdatatogatherdeeperinsightsintotheirbusiness.

REQUIREMENTSFORBIGDATA

Retailersnowrealizethattheyneedtocollectdatafromallcustomertouchpoints.Inthisway,retailersgainadeeperandbetterunderstandingoftheirshopperdemandbutarealsoabletobettermanagethecustomer’sexperienceinstore,onlineandfrommobileapplications.

Thecollectionandinterpretationofthisvaluabledatacanhelppropelretailerstotheforefrontofthemarketandarebetterequippedtoofferpersonalizedservicestoretaincustomers.

BIGDATACHALLENGESINRETAIL

Duetothechangingnatureofcustomerbuyingbehavior,knowingwheretocollectdataproveschallengingforretailers.Therearemanychannelsthatcustomersuseandoftendatafromthesechannelsareunstructuredwheretraditionaldataanalysiscannoteffectivelyderivevalueandinsights.

Retailersneedadatafirstapproachwithadataarchitecturethatcanhandlethelargevolumeandvarietyofdatafrommultipledisparatesources.

CreatingtheOmnichannelRetailExperience

Page 2: Creating the Omnichannel Retail Experience · PDF fileshopper demand but are also able to ... effectively derive value and insights. Retailers need a data first approach with ... •

SASISCERTIFIEDONHDPANDHDF

TheHortonworksCertifiedTechnologyProgramreviewsandcertifiestechnologiesforarchitecturalbestpractices,validatedagainstacomprehensivesuiteofintegrationtestcases,benchmarkedforscaleundervariedworkloadsandcomprehensivelydocumented.

SASOMNICHANNELANALYTICSPOWERSRETAIL

SASwww.sas.com(919)6778000

POWERINGRETAIL

ThecombinedSASandHortonworkssolutionrevolutionizesdifferentareaswithintheretailerincluding:

• Marketing:Geo-locationofacustomer’sjourneyoptimizescustomerlifetimevalue

• Merchandising:Increasedaccuracywhenplanningforproductpromotions

• Sales:Increasedvisibilityintocustomerbuyingpatters

• StoreOperations:Sophisticatedviewofcustomerdemandandbetterriskmitigation

• SupplyChain:Optimizedmanagementofstoreassetsandstock


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