Why harnessing location data can improve customer experience
Ravi Nath, head of sales and growth strategy at Pitney Bowes Software, explains how bricks-and-mortar retailers are tooling up to compete with e-commerce
Better engagement with customers starts by understanding them better. Many organisations have basic internal information – the types of products they buy and who they are – but they may not know more specific details such as age or interests or family composition. In 2019, we can now turn this anonymous data into known or best-guess information by collecting industry data.
For example, a business might have its customers’ home addresses and emails. A home address can give a business details on where a consumer lives, demographic profile and purchasing personas of those in the surrounding block. Don’t forget – people living in the same neighbourhood are likely similar in other ways, too. That gives us information on what that person might look like according to demographics, but it doesn’t necessarily tell us what they might be interested in.
Pitney Bowes is a global technology company providing data and analytics solutions that helps you build meaningful relationships with your customers.
