{"id":2311,"date":"2018-09-10T08:38:23","date_gmt":"2018-09-10T08:38:23","guid":{"rendered":"https:\/\/innovationlab.net\/?p=2311"},"modified":"2018-09-13T15:50:15","modified_gmt":"2018-09-13T15:50:15","slug":"kaere-retailer-tag-mine-data-saelg-mig-mere-og-bedre","status":"publish","type":"post","link":"https:\/\/innovationlab.dk\/blog\/kaere-retailer-tag-mine-data-saelg-mig-mere-og-bedre\/","title":{"rendered":"K\u00e6re retailer: tag mine data – s\u00e6lg mig mere og BEDR …"},"content":{"rendered":"

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Jeg handler mest online. Det h\u00f8rer til sj\u00e6ldenhederne, at jeg tager en tur ned gennem str\u00f8get. N\u00e5r jeg mangler noget, kan jeg alligevel aldrig finde det. S\u00e5 de store shoppeture er blevet erstattet af sporadisk shopping online – for det kan jeg g\u00f8re, hvorn\u00e5r jeg vil og kr\u00e6ver ikke s\u00e5 meget tid. Det kan ske i toget p\u00e5 vej til arbejde, om aftenen p\u00e5 sofaen eller som mentalt afbr\u00e6k i mellem m\u00f8der.
\nTil geng\u00e6ld k\u00f8ber jeg sj\u00e6ldent bukser online. Jeg vil meget hellere ned i butikken, s\u00e5 jeg kan pr\u00f8ve dem. Men det kan hurtigt blive en lang dag. Min krop er s\u00e6rdeles gennemsnitlig – alligevel er det umuligt at finde bukser, som sidder godt om livet og kan klemmes op over l\u00e5rene uden at frygte, at bukserne spr\u00e6kker. S\u00e5 k\u00e6re retailer – om du er online, offline eller midt imellem – TAG MINE DATA!<\/p>\n

Start Today Co.<\/a>, som st\u00e5r bag en del fashion-sider i Japan, vil fremadrettet sende dragter til deres kunder, som er fyldt med sensorer. N\u00e5r kunderne har if\u00f8rt sig Zozo dragten<\/a>, kan de scanne deres krop via en app, der bruger mobilens kamera til at registrere prik-sensorerne, og derved f\u00e5 en pr\u00e6cis 360 graders 3D-model af deres kropsform og -m\u00e5l. Kropsm\u00e5lene sammenstilles med m\u00e5lene p\u00e5 t\u00f8jet, s\u00e5 forbrugerne f\u00e5r anbefalet t\u00f8j, der passer til deres m\u00e5l.<\/p>\n\n <\/div>[\/vc_column][\/vc_row][vc_row][vc_column]

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Som kunde er man alts\u00e5 garanteret t\u00f8j, der rent faktisk passer, og for Start Today Co. er der masser af fordele! De kan udnytte dataene og kropsm\u00e5l bagud i deres supply chain, og sikre at deres forhandlere og designere f\u00e5r skabt t\u00f8j, der passer til de kropsforme, som forbrugerne har. Det skaber i sidste ende mere eftersp\u00f8rgsel, n\u00e5r t\u00f8jet passer, og kunderne f\u00e5r en fremragende k\u00f8bsoplevelse. Omvendt sikrer det, at f\u00e6rre varer kommer retur. Det er ingen hemmelighed, at mange virksomheder er h\u00e5rdt presset over at skulle tilbyde fri fragt og retur. If\u00f8lge Post Nords e-handelsrapport for Norden 2017 blev 11 % af de varer, der var k\u00f8bt online, returneret. En m\u00e5de at mindske omkostningerne er dog ved at sikre, at folk passer t\u00f8jet i f\u00f8rste omgang. Det forhindrer scenariet, hvor man bestiller 3 par bukser i forskellige st\u00f8rrelser, fordi man ikke er helt sikker p\u00e5, hvilken der passer.<\/p>\n\n <\/div>[\/vc_column][\/vc_row][vc_row][vc_column]

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Hvad f\u00e5r jeg til geng\u00e6ld for mine data?<\/h4>\n

V\u00e6rdi i shopping-oplevelsen skabes generelt, n\u00e5r kunden oplever st\u00f8rre fordele end ulemper ved at afgive deres data. De fleste mennesker er faktisk villige til at afgive en hel del af deres data – forudsat at de f\u00e5r v\u00e6rdi tilbage – og v\u00e6rdi er ikke bare penge. De fleste vil g\u00e5 langt for at spare penge, men det er langt fra den st\u00f8rste eller eneste spiller for folk. Convenience – alts\u00e5 det at processen er nem og bekvemmelig – er et konkurrenceparameter, der vokser. Jeg tilmelder mig f.eks. flere og flere loyalitetskoncepter udelukkende fordi de opbevarer min faktura\/kvittering for mig, og jeg slipper for papirnusseriet.<\/p>\n

Modsat convenience, som stadig kan betragtes som et konkurrenceparameter, er relevans nu blevet en n\u00f8dvendighed. Unders\u00f8gelsen \u2018Engineering the Value Network of the Customer\u2019 af Pousttchi & Hufenbach viser, at hvis kunder udelukkende modtager relevant kommunikation, kan salget stige med 20 – 30 %. Men for at holde kommunikationen og oplevelsen relevant, skal du kende din kunde!<\/p>\n<\/div>\n <\/div>\n <\/div>\n[\/vc_column][\/vc_row][vc_row][vc_column]

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Hvad kr\u00e6ver det af virksomhederne?<\/h4>\n

Den st\u00f8rste udfordring ligger ikke i infrastruktur, teknologi eller processer. Den st\u00f8rste udfordring er, at finde ud af, hvad der trigger netop dine kunder og er relevant for dem. Jeres virksomhed har tonsvis af data liggende – helt sikkert mere end i lige g\u00e5r og tror – og I vil v\u00e6re i stand til samle endnu mere data om jeres kunder og deres k\u00f8bsm\u00f8nstre. Ved at samle data om kunderne fra de traditionelle touch points s\u00e5som kampagner, annoncer, loyalitetsprogrammer, apps, e-commerce, website, med lokationsdata, sensordata fra butikkerne eller direkte fra den enkelte kunde, kan man skabe fantastiske oplevelser! Her er det n\u00e6rmest kun fantasien, der s\u00e6tter gr\u00e6nserne for den v\u00e6rdi, du kan skabe for dine kunder – og i sidste ende – for din forretning. Selvf\u00f8lgelig kr\u00e6ver al brug af data, at du har tilladelsen til det, og nogle virksomheder oplever efter GDPR\u2019s indtr\u00e6den, at det er sv\u00e6rt at opsamle permissions. Men i bund og grund handler det igen om kommunikation og v\u00e6rdi. Hvis ikke I f\u00e5r nok permissions til at bruge dataene, er det enten, fordi i ikke har forklaret, hvad I brugere dataene til godt nok, eller fordi jeres tilbud simpelthen ikke er attraktivt nok for kunden.<\/p>\n

De fleste virksomheder har i forbindelse med GDPR v\u00e6ret i gang med en st\u00f8rre gennemgang og oprydning i deres data. S\u00e5 m\u00e5ske er du en del af en af de virksomheder, som allerede har kortlagt, hvilke former for data i bruger og til hvilke form\u00e5l. N\u00e5r I som virksomhed har en forst\u00e5else for den data, som I allerede har om jeres kunder, kan I med fordel overveje, hvilken v\u00e6rdi I kan tilbyde jeres kunder ved at benytte dataene anderledes, og hvordan det kan f\u00f8re til \u00f8get salg? Innovation Lab tilbyder workshops<\/a>, som hj\u00e6lper jer med at kortl\u00e6gge v\u00e6rdi, data og form\u00e5l.<\/p>\n

S\u00e5 k\u00e6re retailer – tag bare min data, men s\u00f8rg nu for at bruge den til at skabe relevans. Financial Times konkluderer, at millenials (folk f\u00f8dt mellem 1980 til 2000) fra \u00e5r 2020 vil v\u00e6re den mest k\u00f8bekraftige generation, s\u00e5 det kan bestemt godt betale sig at bruge lidt ekstra energi p\u00e5 at t\u00e6nke over kunderejsen og den v\u00e6rdi, du tilbyder til geng\u00e6ld for dine kunders data. Har du lyst til at l\u00e6se mere om millenials\u2019 shoppingoplevelser, s\u00e5 tag et kig p\u00e5 min kollegas blogpost Hacking Retail.<\/p>\n

photo credit: <\/em>Financial Times, ZoZo.<\/p>\n\n <\/div>[\/vc_column][\/vc_row]<\/p>\n<\/section>","protected":false},"excerpt":{"rendered":"

I disse GDPR-tider er ovenst\u00e5ende udmelding m\u00e5ske en smule kontroversiel. Men virksomheder m\u00e5 som udgangspunkt f\u00e5 al mulig sk\u00f8re data om mig – dog p\u00e5 en betingelse \u2026 Jeg vil have relevans retur!<\/p>\n","protected":false},"author":10,"featured_media":2306,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":"","_jetpack_memberships_contains_paid_content":false},"categories":[11],"tags":[36,122,242,237],"acf":[],"yoast_head":"\nK\u00e6re retailer: tag mine data - s\u00e6lg mig mere og BEDRE! - Innovation Lab<\/title>\n<meta name=\"description\" content=\"Hvis du har dine kundedata i orden, s\u00e5 er der n\u00e6sten garanti for k\u00f8b. 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