Marketing & Data Strategy Services
“Start by doing what is necessary;then what is possible; and you'll soonfind yourself doing the impossible.”
Konvergence offers success, support and training to retailers as they journey towards an omni-channel data approach.
We work with retailers helping them define their Data Strategy, working to enrich existing customer data via our Customer Data Platform: Koncentro.
Build a successfuldata strategy, we help you:
Define specific, achievable marketing objectives
Assess sources and quality of data available to retailers
Choose appropriate technologies
Implement data architecture able to offer easy integration, on point analysis and top level security
Develop analytical skills for interpreting data
Monitor results in real-time so you can make revisions or adapt your strategy
The three key areas of interest for retailers
An omni-channel data approach allows retailers to process data, offering high-level data collection and data analysis leading to a deeper understanding of the 3 main areas for promotion:
CLIENTS
- Identify the most relevant customer data for each company
- Customer segmentation (creating customer clusters)
- Customer profiling
- Marketing strategies for improving customer loyalty
- Growth resulting from up-selling and/or cross-selling of returning customers
- Winning back past customers who have left, or are about to leave
STORES
- Market strategies for increasing point-of-sale volume
- Use monitoring tools for in-store transaction data collection
- Analyse in-store volume and customer behaviour
PRODUCTS
- Forecast demand
- Market strategies to create specific and detailed customised sales promotions following clear and precise targeted aims
- On-the-job training for key marketing staff to ensure valuable professional development and optimise the work being carried out.
CLIENTS
STORES
PRODUCTS
Our Marketing services:
Data Quality & Assessment
- Company profile
- Marketing Audit including key company profiles
- Analysis of existing data in the Retailer Database
- Checking the Master Data Sets of the Retailer Database
- Study of sales data (analysis of sales receipts)
- Assessment and SWOT analysis
Pilot Campaigns
- Identify specific aims for pilot campaigns
- Selection and segmentation of target customers for pilot ‘control group’ campaigns
- Creative messages and campaigns specially tailored for relevance to stated aims and target customers
- Identify the right touchpoints
- Set campaign duration and budgets for each pilot campaign
- Continuous monitoring
- Measure and assess results
Marketing Plans
- Define strategic objectives (e.g. increasing sales, acquiring new customers or increasing brand awareness)
- Identify and define the correct target and customer segments to reach
- Identify retailer tools, touchpoints and channels
- Plan different marketing campaigns
- Set budget and duration of campaigns
- Continuous monitoring of benchmark KPIs
- Measurement and analysis of activated marketing performance
- Evaluation of results
What Marketing & Data Strategy Services offers retailers:
Increased understanding of priorities, potential benefits, technologies and internal methodologies
Identifying and bridging any gaps in technology
Pinpointing and resolving any critical issues in terms of organisation
Giving managers a clear vision of the level of growth of business processes
Assessing business impact and expected benefits
Developing a single customer view
Structuring consistent and effective marketing, advertising and communication campaigns between store brands and customers