Customers, through a variety of devices, are increasingly using social channels and alternate community forums not only to connect, but to share insights and feedback on shopping experiences.
Multiple sources of customer information have emerged, both in-store and online: location-based data, click-stream data, cookies, usage information and feedback from sensors.
Savvy marketing executives are piecing together these digital breadcrumbs to gain a richer understanding of what their customers see, engage with and, ultimately, purchase.
Our Accenture Labs’ Digital Customer Strategic Innovation Initiative focuses on three areas:
How to structure the customer genome, or the DNA of what every business should know about digital customers.
How to convert abundant information into insights on customer behavior to help understand and predict buying patterns.
How to create new experiences within product discovery, time-based behavioral events and social connections. The aim: position the brand as an extension of customer identity and weave the business seamlessly into customer lifestyles.