Last week at the NRF Tech Conference in San Francisco, retail’s top CIOs and their teams gathered to discuss the latest technologies available, and how they can be used to deliver personalization to the modern day consumer. Of the many compelling speakers who presented, there were three standouts who demonstrated clear and immediately impactful ways they use data to better understand and engage their customers:
Amy Trask, former CEO of the Oakland Raiders and current Head of Ice Cube’s Big3, took the stage by storm touting, “fans are to sports, as customers are to retail.” She continued on to say that we, as consumers, have a choice as to how and where we spend our time and money. Getting ahead requires winning out over they myriad of options, distractions, and stimulations currently available. How exactly do teams, stadiums, and retailers alike, earn a consumer’s time and money? According to Trask, the answer is data – high quality data. You have to know who is in your stadium and what that experience feels like from the fan’s perspective in order to deliver an experience worth coming back for, again, and again.
Raghu Sagi, Chief Engineering Officer for Sephora, shook up the room when he explained, “IT is typically the organization that determines how you do things, but at Sephora, they also determine why you do things.” Sagi focused heavily on the personalized omni channel experience, highlighting the need for retailers to connect online and real life, and offer consumers the ability to seamlessly bounce between brand touch points. As a Sephora loyalty member who is deeply ingrained with this brand, I’m constantly impressed by their ability to innovate at the edge of technology. From their mobile app and loyalty program to their curated online and in-store experiences, Sephora is constantly at the forefront of creating the ultimate client experience.
Who was the ultimate standout brand that everyone in the room was buzzing about? 1 year old San Francisco-based Brandless, where everything sells at a $3 price point. From their “do good” philosophy to their emphasis on quality and community, Tina Sharkey stole the show. She’s humbled, she’s determined, and she understands that price and value go hand-in-hand. At their core, they lead with data and understand that their customers are the heartbeat of this organization.
Whether you’re looking to grow your customer database, know your customer database, or connect your brick-and-mortar and e-commerce channels, quality data matters and Euclid is here to help.