Getting a Grip on CX, Retail and Marketing Automation

Getting personal with online shoppers

If you’re as old as I am, you’ll remember getting excited when you first shopped at Amazon.com. Based on your purchase history and your browsing history, Amazon presented you with products that probably related to you and your preferences. Possibly a vast improvement on your bricks and mortar experiences.

The technology sitting behind that level of service was powerful, big, gnarly and expensive. Times have changed and that change is largely driven by Cloud based technologies. In the past you had to buy expensive hardware and software, install it on your premises and have it maintained by a legion of IT experts. Marketing had little idea about how it worked, they just needed it to work.

What’s changed?

Many things have changed, but not just the technology. Customers have changed they way they buy, you could argue as a result of the technology. When you add Social Media to the mix, there’s significant change in buyer behaviour.

Not just a change in their behaviour but a significant change in their expectations during the buying process. The B2C buyer is probably exposed to the greater amount of change, however the B2B buyer has also changed.

In this YouTube video, you will see the Oracle Retail (ATG + Endeca) product in action. You get to see both the front end i.e. what the buyer sees as well as the back-end typically driven by Marketing. More enterprise customers, 31.6% use Oracle Retail (ATG+Endeca) than any other platform of similar functionality.

Put the customer at the center of the process

There’s nothing more frustrating than buying something online and then being thrown into a canned campaign that delivers offers and content based on what the seller has stacked to the ceiling in their warehouse. The better option is to present customers with products based on their unique buying history and their browser behaviour.

Is the customer at the center of your CX strategy?

Even better, you can tailor the in browser experience and dynamically present products based on the buyer’s behaviour during their current session. e.g. You’ve looked at shoes and shirts with french cuffs. As you look at more shirts you’re dynamically presented with cufflinks and similar style shoes and perhaps belts. This is not hard-coded into the back-end system, it’s dynamically presented based on the buyers current behaviour and past purchase history.

How & why do some products just take off?

The YouTube clip at the top of this blog post presents a scenario where a product/marketing manager is trying to work out why a specific product has performed so well in one specific geography or region. Having the ability to uncover ‘why’ certain products perform as they do is nirvana for many marketers.

And finally, how does Marketing Automation fit in here?

While Oracle Retail provides a degree of email functionality, it’s not a Marketing Automation platform. Oracle Eloqua Marketing Cloud provides a single place to store the entire digital body language of your prospects and customers.

Integration with Oracle Retail empowers the marketing team to have greater control of how they interact with buyers through their journey. In turn driving an outstanding Customer Experience.