As a result of the pandemic, people have changed. Our shopping and buying habits have fundamentally changed, especially in terms of how we shop (more digital) and what we buy (essentials vs. luxuries). In all likelihood, people will not return to old habits or ways of doing things where shopping is concerned. This means that we need to get to know our customers all over again.
Additionally, consumers are looking for evidence that it is safe to be out in the world again and are eager for the brands they love to love them back in relevant and meaningful ways. Brands need to be clear about how they are keeping their associates and customers safe. They need to be much more personally and contextually relevant to re-build their brand confidence and trust.
To come out on the other side of this crisis and accelerate recovery, retailers must analyze new consumer behaviors and attitudes, rethink segmentation, and use people-level data to deliver personalized, relevant, timely and useful communication about brands’ safety actions, their products and their services. To do this successfully they must also understand and actively build “data trust.”
Bottom line, there’s never been a better time to know your customer. Digital transformation has been accelerated out of necessity and has created the expectation of people that they will have digital experiences that are relevant, convenient, easy, meaningful, and valuable to them right now. And that requires additional diligence with regard to how personal data is captured, curated, managed, and utilized to serve the customer in a more personal and relevant way along the buyer journey.
In this episode of the CRMC Webinar Series hosted by The Wise Marketer, we were joined by Carlos Melvin from Starbucks, Sheila Colclasure from IPG Kinesso, and Michele Fitzpatrick from Acxiom. We discussed all the things above and ultimately share practical ideas for engaging with the post-pandemic consumer while — most importantly — keeping data trust at center focus. Fill out the form below to watch it on demand.
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Carlos Melvin is Starbucks' Global Data Privacy Officer, accountable for ensuring collection and use of personal data across Starbucks global footprint is compliant with relevant regulations, and is consistent with Starbucks ethical view of data collection practices.
Sheila Colclasure leads the global data policy and digital responsibility strategies for Kinesso, ensuring that data and digital technology are used ethically and accountably. She helps confirm practices operating at the leading edge of digital technology are consistent with principles of responsible, respectful, proportionate, and fair data use.
Michele Fitzpatrick is a veteran customer experience (CX) consultant and customer relationship management (CRM) marketing strategist. She is focused on helping Acxiom’s major retail and consumer brands clients better understand and connect effectively with people throughout their buying journey and across the customer lifecycle utilizing data-enabled digital and traditional channels.