Today's "store" is no longer a quaint building with neatly stocked shelves, it's a vast network of touchpoints that's complex and expensive to maintain. However, the one thing about retail that hasn't changed — indeed it seems to be timeless — is the need to get the right message to the right person at the right moment. A proven analytics process can help you do that.
Three-dimensional Shopper Insights: The Cube
Retail has always been a game of chess. But now its complexity makes it more like three-dimensional chess. Luckily, we have analytics, which have allowed us to design a tool to show us the appropriate insights for any touchpoint network: The Cube. Imagine a data table with three axes. One axis lists out all of your potential touchpoints. The second axis lists potential messages you may want to deliver. The third axis represents the fact that you need to repeat this exercise for all of your key target segments of customers. The content of the table shows which messages are most important to your customers and where they work best.
The Cube is a brilliant way to use the shopper data you've collected. With it, you build a fact base of what your customers want to hear and where they want to hear it. It helps prioritize your opportunities and gives you a jump on what your touchpoint experiences should look and sound like.
Today's "store" is no longer a quaint building with neatly stocked shelves, it's a vast network of touchpoints that's complex and expensive to maintain. However, the one thing about retail that hasn't changed — indeed it seems to be timeless — is the need to get the right message to the right person at the right moment. A proven analytics process can help you do that.
Three-dimensional Shopper Insights: The Cube
Retail has always been a game of chess. But now its complexity makes it more like three-dimensional chess. Luckily, we have analytics, which have allowed us to design a tool to show us the appropriate insights for any touchpoint network: The Cube. Imagine a data table with three axes. One axis lists out all of your potential touchpoints. The second axis lists potential messages you may want to deliver. The third axis represents the fact that you need to repeat this exercise for all of your key target segments of customers. The content of the table shows which messages are most important to your customers and where they work best.
The Cube is a brilliant way to use the shopper data you've collected. With it, you build a fact base of what your customers want to hear and where they want to hear it. It helps prioritize your opportunities and gives you a jump on what your touchpoint experiences should look and sound like.
