Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 36

CUSTOMER DATA

Making it
personal
Customer data and the right technologies
helping to create consistently personalized
experiences across all channels.
BY SEAN C. TARRY

RETAILERS are constantly searching for and developing ways to communicate more effectively with

their customers in an attempt to engender deeper trust and loyalty. And, considering the digital
revolution happening today combined with the number of data sources and technologies that can
be employed by retailers to achieve this, the options can be mind-boggling.
Canadian Retailer recently sat down with Andrew Armstrong, Chief Customer Officer with omNovos-
an omni-channel customer engagement solutions provider-to talk about personalization and customer loyalty and the ways retailers can leverage the data that they already have to create strategies
that will result in truly personalized experiences for their customers.

36 |

CR: In today's digitally-connected world, how
important is it for retailers to offer personalized
engagement across all channels?

CR: What role does technology play in helping retailers create a personalized experience for their customers?

AA: Personalization is critical. But I think it's
equally important for retailers to understand what
personalization really means. Our industry is
under siege with messages from vendors touting
their own definitions. And it's hurting retailers.
It isn't about profiles or segmentation. Personalization is about the individual. Every customer is
unique. Each has very specific goals when it comes
to shopping. And each customer does it differently. Some like to touch and feel. Some shop online,
preferring not to leave the comfort of their home.
There is no commonality-no set path that any two
customers will follow-and the reality we all have
to accept is that the customer is now the journey.
There's no set path that any of them follow.

AA: Technology that is available today allows
retailers to target specific shoppers with messages that are relevant to them and tailored to
their unique needs and wants. As an example,
a grocer could develop personalized digital
flyers containing products that are relevant
to the specific recipient-omitting those that
do not fit in the pattern or past purchases are
known to be "no-go" areas based on dietary
restrictions or allergies. If you know your
customer is vegan, the fact that Prime Rib is
on sale at a great price is irrelevant to them.
You've wasted their time and that interaction.
The digital world has provided us with an opportunity to leverage technology and the cus-

CANADIAN RETAILER

| FOOD & GROCERY



Canadian Retailer Magazine - The Food & Grocery Issue 2019

Table of Contents for the Digital Edition of Canadian Retailer Magazine - The Food & Grocery Issue 2019

Contents
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 1
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 2
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - Contents
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 4
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 5
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 6
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 7
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 8
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 9
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 10
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 11
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Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 18
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 19
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Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 35
Canadian Retailer Magazine - The Food & Grocery Issue 2019 - 36
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