How to build your “Total Customer” view
How do you build a total customer view? A recent piece from Hershey’s VP Category Management, David Nolan, explored the changing data relationship between retailers and brands.
In short, some experts believe that as retailers become more sophisticated in gathering consumer data, it will make the brand relationship less relevant.
However, whilst the retailers clearly are getting more sophisticated, brands can evolve their approach, and become more holistic with their insights, in order to stay relevant.
But how? We’ve helped our clients master this by using our unique approach to capture:
- What consumers DO by observing their omnichannel behaviour (e-commerce, online, in-store, at home)
- What they THINK via moderated individual and group activities designed to get them engaged
- What they FEEL via System-1 inspired activities and 1-2-1 interviews to get the deepest insight possible
- And what they WANT through collaborative co-creation activities and live chat sessions to capture their reaction to new ideas and other stimuli
This holistic approach allows our clients to build their total customer view and in turn make better decisions that drive success at shelf. By using our multichannel approaches, we reduce blind-spots for clients and compile complex insights. The result is a complete view of the journey and experience of your customers, giving you clear recommendations in order to meet consumer needs – based on robust pools of data.
Discover your total customer view
If you would like to know more about how we can help you build a total customer view, then please click the below to get in touch. Find out how our approaches can bring you the actionable insights that drive growth and innovation by discovering what we do.
And if you are planning to visit Qual360 in Berlin on Feb 18th & 19th then please feel free to drop by our stand on either day, we’d love to talk to you!
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