In this age of digital transformation, marketers have more tools than ever at their disposal to track customer purchases. By tracking clicks, online shopping carts, and past purchase behavior, marketers can target their advertisements to specific customers and offer deals on past purchased products and related items. But what if marketers could broaden their customer knowledge base and provide personalized, contextual deals on anticipated purchases? This type of marketing is the future, and it’s completely reliant on the emerging Edge-AI.
Our CEO Ofer Tziperman offered his insights in a recent Retail Touchpoints article, “Balancing Consumer Privacy with Personalized Offers,” and discussed the challenges retailers face in reaching consumers with viable offers, as data privacy pressures mount.
Banks understand plenty about their retail customers’ financial behaviors and risk tolerances – but that’s far from the entire picture. Knowing customers beyond their direct interactions with their bank – through their day-to-day activities – will help financial institutions provide better services and gain an edge over competitors.
Most customers want and have come to expect great deals from their favorite retailers and brands. But unless the offers are relevant, even the best deals are ignored. A preferred sportswear store touting 30% off on all Nike running shoes has little value for a customer who is only into Yoga.
Businesses must review how data is collected, where it’s stored and how it’s processed, to determine whether they can get the same value out of information once it is anonymized to comply with GDPR and U.S. state regulations.
A lot of us (more than 70 percent) say if given the option, we would retain our personally identifiable information (PII) on our mobile phones rather than sharing it with big corporations and marketers.