Got to discussing the Next Big Thing in e-commerce with a friend yesterday.
Personally, I think the single user view is the next big ‘to do’, collating online and offline customer data could be a dealbreaker when it comes to targeting and personalisation. Online buying patterns might differ greatly from the offline brick and mortar shop purchases and the retailers need to find a way to collate those data sets, using the ‘digital passport’ or any other means.
To be effective, the marketing message needs to be consistent and carefully targeted across ALL channels. You might be missing huge opportunities, if your print marketing is different to your online, because you’re going on store purchases. Or if you’re segmenting, and marketing to, your online customers based on their online purchases (while they would only buy silver under £500 on your site, the same person might happily buy precious jewellery over £1,000 in your store).
My friend, a digital marketer herself, thinks that an even bigger shift to mobile devices, mainly tablets, is the one to look for. Any company adapted and prepared for that is going to win big (much scope for creative segmenting here as well). Recent data trends (via dotRising) seem to support that…
time will tell..