Creating Customer Loyalty Through Data Quality

By Nigel Turner, VP Information Management Strategy, Harte-Hanks Trillium Software

Today’s retail market is more complex, more dynamic and more competitive than ever before.  Retailers are under intense pressure to constantly differentiate themselves from the competition while meeting the needs of customers who are knowledgeable, empowered and increasingly tech-savvy thanks to the proliferation of mobile technology and social media. No matter the sector – apparel, grocery, health and beauty – every retailer recognizes that in order to succeed against the backdrop of these emerging market dynamics they need to better understand the individual needs of their customers in order to capitalize on each and every opportunity for a sale.

Shoppers today expect a high level of service tailored to their buying preferences, which makes "personalization" a key differentiator between winning and losing retailers. Personalization requires the ability to process and use a massive amount of complex data from many sources. That includes traditional sources such as customer loyalty databases and email lists, but also data from social media and other external sources.

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