by  Jess Vadino

Data’s Role in the Retail Experience

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Digital marketing platforms empower retailers to more effectively build strategy, personalize content, analyze results, and execute automated campaigns and outreach.

A foundational element of driving platform effectiveness is data.

One of most powerful data-driven benefits f or retailers is the deep business insight that comes from having a 360-degree view of the customer. This encompasses a comprehensive picture of the individual across all touchpoints, and the ability to convert data into relevant actions.


Data comes from a variety of different touchpoints, including:

  • Web/Cookies
  • Mobile apps
  • Marketing campaign responses
  • SEO and CRO monitoring
  • Social media
  • Loyalty programs
  • Purchases and returns
  • Coupons or promotions
  • Shopping carts and wish lists
  • Cart abandonment
  • Chatbot interactions
  • Beacon driven offerings
  • Information forms
  • Surveys
  • And more

Including data from multiple touchpoints means painting a more complete picture of the customer. Is he using a tablet or a desktop? Is he a frequent shopper? What kinds of products does he buy, how frequently, and thru which channel? Collecting data from all of these sources means that the business has a better idea of the customer, his habits, desires, and expectations—and can then create a personalized experience that will both delight the customer and turn a profit.

At SoftServe, we uncover the 360-degree view of the customer through data integration, analytics, and psychometrics to understand their point of view, and optimize marketing platforms accordingly.

Interested in learning more about the power of data? Check out our latest whitepaper, “Data: The New Currency for Retail”.

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