2. STAGE #1
Getting to know the individual
We’re all individuals. We respond better when
brands and retailers take the trouble to anticipate
our preferences and pain points in the pre-
purchase stage.
“We estimate that a retailer using big data to the full
has the potential to increase its operating margin by
more than 60%.”
McKinsey, 2011
3. STAGE #2
Building relationships through relevance
What makes us loyal to the brands we love?
Ultimately, it’s about relationships, not transactions
— and like any relationship, communication is
what makes us feel valued.
“When a retailer sends you a voucher for your
favourite brand of coffee, it’s clearly helpful. Everyone
appreciates the individual touch. But when does
“personalised” cross the line into “creepy”?”
4. STAGE #3
Personalising the purchase
Whether we’re heading to the store with cash, or
buying from our phones while on the train, we want
retailers and brands to do things our way.
“60% of shoppers expect the convergence of retail
channels by 2014. More than half said that by 2020
physical stores in some categories will simply
become showrooms for selecting and ordering
products.”
Capgemini, 2012
5. STAGE #4
Closing the loop
We’ve all been let down by a late delivery or a
store running out of stock of a new product. The
ability to execute is the final piece of the puzzle,
and it’s absolutely critical to our experience as
shoppers.
“In China, 93% of shoppers trust friend and family
recommendations most when buying goods
like PCs and cars. To generate positive word
of mouth, you need to deliver a quality
experience even after taking the shopper’s money.”
McKinsey, 2012
