Google has introduced changes to its analytics packages which could affect retailers’ ability to track consumers using multiple devices at different stages of the purchase journey.
As reported by numero last week, 31 per cent of respondents in a recent survey cited problems tracking consumers across sales channels as one of the major barriers to embracing mobile engagement opportunities.
Since the rapid rise in mobile internet technology, the purchasing process – from initial browsing right through to after-sales care – is becoming increasingly staggered. A consumer might, for example, view a product in store, check for a better price via their smartphone, then eventually order the product via a desktop connection or tablet once they return home.
This poses a major challenge for retailers, as an inability to link these separate stages of the customer journey prevents them from taking a single view of the entire purchasing experience.
Thankfully, the latest updates to Google’s Analytics platform could simplify this process, matching customer records across different digital platforms.
For many retailers, this capacity to compile data from multiple sources could allow them to much more accurately assess the individual preferences of their consumers. This offers the possibility of tailoring the customer experience to each consumer’s personalised needs, based on a profile of their previous behaviour towards the brand.
Beyond the online community, integrating this activity with initiatives such as loyalty card schemes, geo-fencing or QR codes could even permit businesses to identify consumers when they visit the brand’s physical store. Retailers could address the disconnection between on and offline sales, providing a more comprehensive understanding of each shopper’s unique customer journey.
For further information on customer interaction management benefits, contact a member of the numero team.