Creating Hyper-personalized Connected Customer …...TCS CI&I for Retail Digital Software &...

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Digital Software & Solutions Solution Brief Creating Hyper-personalized Connected Customer Experiences TCS Customer Intelligence & Insights for Retail Customers today expect seamless experiences across all physical and digital touch-points. They are shifting their priorities from products to experiences. A retailer's success depends on its ability to deliver a personalized shopping journey that caters to the connected consumer and provides a more valuable experience that extends beyond a single product (or a single vendor). It is now imperative to understand your customer’s goals, know where they are on their shopping journeys and how to personalize their experience in real-time. We provide retailers with the Connected Consumer Intelligence needed to deliver hyper-personalized, connected customer experiences. dss.tcs.com Background

Transcript of Creating Hyper-personalized Connected Customer …...TCS CI&I for Retail Digital Software &...

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Digital Software & Solutions Solution Brief

Creating Hyper-personalized Connected Customer ExperiencesTCS Customer Intelligence & Insights for Retail

Customers today expect seamless experiences across all physical and digital touch-points. They are shifting their priorities from products to experiences.

A retailer's success depends on its ability to deliver a personalized shopping journey that caters to the connected consumer and provides a more valuable experience that extends beyond a single product (or a single vendor).

It is now imperative to understand your customer’s goals, know where they are on their shopping journeys and how to personalize theirexperience in real-time.

We provide retailers with the Connected Consumer Intelligence needed to deliver hyper-personalized, connected customer experiences.

dss.tcs.com

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Retailers must understand more about their customers, engage them at the right time and in the right context, deliver more personalized offers and align with partner ecosystems to provide more holistic experiences. Recent advancements in data analytics, real-time data processing, machine learning and artificial intelligence are creating new possibilities for retailers to engage with their customers at critical points along their shopping journeys to deliver hyper-personalized, connected experiences.

However, most organizations are struggling to break down their data silos and operationalize the technologies,

processes and tools needed to deliver the necessary insights. With so many new sources of data (from IoT, mobile devices, chatbots, stores, kiosks, apps, etc.), retailers are increasingly challenged to build a complete and current picture of today's digitally savvy, multi-channel consumers, determine the next best actions and deliver truly relevant, personalized connected experiences in the moment.

Product Overview Tata Consultancy Services (TCS) Customer Intelligence & Insights (CI&I) for Retail is advanced customer analytics software with out-of-the-box use cases for customer engagement. It helps business users gain insights to deliver superior shopping experiences across their customers' physical-digital journeys—quickly and cost-effectively. CI&I for Retail automatically builds highly differentiated customer personas, enables more targeted campaigns and lets retailers track and influence the customer journey –which translates to more share of wallet, stronger loyalty, positive word of mouth and higher return on marketing.

CI&I for Retail is designed for the business user. It collects and analyzes large volumes of customer data from every touch-point with your brand, creating the insights needed to understand who your customers are, what they're seeking to do and how to influence them. With visual dashboards, retail KPIs and Customer 360 views, business users can channel real time insights to front-line stakeholders and deliver data-driven, targeted recommendations to marketing automations systems about contextual offers, segmentation strategies and customer journey optimization.

Users can get started just with POS data, and automatically build rich customer personas – to model highly personalized and timely engagements, segmentkey customer groups, discover customer journeys, and build new journeys with personalized 'next best actions' that keep customers on the right trajectory.

CI&I for Retail helps CIOs and IT deliver data and analytics. It is built around a modular architecture and runs on the TCS CI&I Retail Platform – an enterprise insights platform designed to deliver Connected Consumer Intelligence. The CI&I Retail Platform

enables users to build and leverage their own analytic models to develop and operationalize additional use cases. Users can on-board machine learning and deep learning models for cognitive use cases.

CI&I for Retail includes advanced analytics, a rules engine and a retail data model, all built with open- source components and a broad set of APIs for easy integration to other production systems and apps such as CMS, CRM and marketing automation tools.

Key Features and Capabilities CI&I for Retail includes extensive features to help yousurface timely actionable customer insights andperform advanced analytics across all of your key data sources.

• Digital Shopper Persona Discovery: Leverage customers’multi-channel and multi-device interactions based ondemographic, psychographic and transactional customer data

• Journey Discovery: Discover popular and profitable customer

journeys, and key drop off points.

• Journey Canvas: Model optimal customer journeys that offer

superior customer experience.

• Next Best Actions/Real-time Product Recommendations: Usesequential pattern matching and integrated shopping basketanalysis to surface next best actions. Channel real-timeproduct recommendations to front-line systems andstakeholders for cross-sell and up-sell.

• Scalable All-data Environment: Leverage simplified Hadoopdata lake integrates all relevant data, including emerging IoTsources.

• Low-code platform plus built-in use case approach: Utilizeflexible, open source components and packaged use cases forfast, cost-effective deployments with maximum ROI.

• ARTS compliant retail data model: Capture all customer

transactional data

• APIs: Make partner integration easier, faster and less costlywith common APIs, platform services and data models.

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Business Use Cases Personalize the omni-channel journey and hyper-personalized connected customer experiences. CI&I for Retail uncovers differentiated buyer personas and exposes their shopping journeys. The software enables retailers to focus marketing efforts more effectively and personalize the

journey experience according to persona characteristics that provide visibility into behaviors and actions across channels, and retail-specific

analytic insights. Retailers can now guide their customers through a

personalized journey using data-driven offers and real-time recommendations for delivery at the right moment, in the right channel,

and to the right person.

• Improve market targeting with customer analytics: CI&I for Retail can

perform manual or automatic principal component analysis across

more than 150 customer attributes and create rich customer personas

with deep visibility and insights about sentiments, propensities, and

product affinities. Create ad-hoc customer 360 reports for analyizingdata about customer interactions, KPIs, personas and segments to gain

a deeper understanding of your shoppers and generate persona-based

segmentation lists for more targeted marketing.

Figure 1: Create digital personas for more targeted outreach

Business Benefits

Helps retailers engage with

customers across all physical and

digital channels—seamlessly. CI&I

for Retail provides the insights

needed to redefine the shopping

experience, lower costs and

increase the effectiveness of

marketing initiatives with

improved targeting.

• Differentiated customer

experiences with rich persona-

based marketing

• Deeper understanding of

customers across their

physical-digital journeys

• Increased cross-sell up-sell,and shopping cart size with

real-time understanding of

what, where, and when to

offer customers along their

shopping journeys

• Improved customer retention

and acquisition across

connected customer journeys

• Discovered ‘paths to purchase’

based on customer

interactions for true journey-

based engagement

• Short time to value with pre-

built analytics, open-source

architecture, IoT-ready

integration, and industry-

specific dashboards, on an

extensible data analytics

platform

• Designed for the business user

Figure 1: Create digital personas for more targeted outreach

Figure 1: Create digital personas for more targeted outreach

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• Identify when, how and where to influence the customer journey: CI&I for Retail can discover and track

customer journeys across, apps, websites, mobile devices, physical stores, and more. Users can identify

high and low-performing journeys, across the customer personas. This reveals the optimal points of

intervention so retailers can understand where and when to deliver personalized offers that will keep the

shopper on the path to purchase.

Figure 3: Model shopper journeys for optimal engagement

Figure 2: Create Customer 360 Ad-hoc Reports

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Figure 4: Discover and analyze successful and unsuccessful shopper journeys

• Create Next-best Actions and Real-time Product Recommendations: Utilize the journey insights and Journey

Canvas to build and optimize new journeys and deliver personalized next best actions and offers in real-timeto campaign management systems. Identify top product combinations purchased by customers based ontheir previous transactions with integrated shopping basket analysis. Determine the right offer to send at theright time for each customer such as emailing coupon, sending a text with a promo code or suggesting arelevant cross-sell offer at check-out.

Figure 5: System-generated "next-best-actions" guide customer interaction tactics

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CI&I for Retail Solution Architecture

Figure 6: Integrated shopping basket analysis details product affinity, popularity, occurrences, margin and price of basket combinations

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TCS CI&I for Retail Digital Software & Solutions (DSS) Solution Brief

About TCS Digital Software & Solutions GroupTCS Digital Software & Solutions Group delivers on the promise of Connected Consumer Intelligence. Our experience working with the world's most successful enterprises drives the development of integrated software that helps them meet the higher expectations of today's wired consumers and citizens. With TCS DS&S Group software, organizations can design experiences that logically connect every touch point of the consumer's digital and physical journey.

To learn more:Visit : dss.tcs.comEmail: [email protected]: Catering to the Connected Consumer

About Tata Consultancy Services Ltd (TCS)Tata Consultancy Services is an IT services, consulting and business solutions organization that delivers real results to global business, ensuring a level of certainty no other firm can match. TCS offers a consulting-led, integrated portfolio of IT and IT- enabled infrastructure, engineering and assurance services. This is delivered through its unique Global Network Delivery ModelTM , recognized as the benchmark of excellence in software development. A part of the Tata Group, India’s largest industrial conglomerate, TCS has a global footprint and is listed on the National Stock Exchange and Bombay Stock Exchange in India.

For more information about TCS, visit us at www.tcs.com

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