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Digital Software & Solutions Solution Brief
Creating Engaging Omni-Channel Shopping Journeys TCS Customer Intelligence & Insights for Retail
BACKGROUND Traditionally, retailers have focused their sales strategies around influencing customer behavior at single 'moments of truth', treating each point of interaction as an independent opportunity. This approach misses how each interaction fits into the holistic shopping journey, what we refer to as theconnected customer experience.
Customers today expect seamless experiencesacross all physical and digital touch-points. They areshifting their priorities from products to experiences. They shop at stores that deliver fitness experiencesrather than ones that just sell athletic products.They are looking for 'adventure', not camping gear.
There are now more points of interaction and
Success depends on a retailer's ability to deliver a personalized shopping journey that caters to the connected consumer and provides a more valuable experience that extends beyond a single product (or a single vendor).
The truth is that if today’s connected customers don’t quickly find what they want, have a bad experience or find better, more connected experiences elsewhere, they will abandon a vendor and shop elsewhere. It is imperative to understand your customer’s goals, know where they are on their shopping journeys and personalize their experience. We provide retailerswith the Connected Consumer Intelligence™ needed to deliver connected customer experiences.
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and 'moments of truth' across multiple channels.
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Retailers must understand more about their customers, engage them at the right time and in the right context, deliver more personalized offers and align with partner ecosystems to provide more holistic experiences that deliver more value. Recent advancements in data analytics, machine learning and artificial intelligence are creating new possibilities for retailers to engage with their customers at criticalpoints along their shopping journeys to deliver superior holistic experiences.
However, most organizations are struggling to break down their data silos and operationalize the technologies,
processes and tools tneeded to deliver the necessary insights. With so many new sources of data (from IoT,
mobile devices, stores, kiosks, apps, etc.), retailers are increasingly challenged to build a complete and current
picture of today's digitally savvy, multi-channel consumers, determine the next best actions and deliver truly
relevant, personalized connected experiences.
Product Overview Tata Consultancy Services' (TCS') Customer Intelligence & Insights (CI&I) for Retail is advanced customer analytics software with out-of-the-box use cases for customer engagement. It helps business users gain insights to deliver superior shopping experiences across their customers' physical-digital journeys—quickly and cost-effectively. CI&I for Retail automatically builds highly differentiated customer personas, enables more targeted campaigns and lets retailers track and influence the customer journey –which translate to more share of wallet, stronger loyalty, positive word of mouth and higher ROMI.
CI&I for Retail is designed for the business user. It collects and analyzes large volumes of customer data from every touchpoint with your brand, creating the insights needed to understand who your customers are as people and what they are doing today. Predictive analytics automatically calculates what customers are likely to do next and how likely they are to do it. And our prescriptive analytics recommends the next best action for the retailer to take.
Additional analytics surface the relationships between products, identifying common consumption patterns. This rich insight can be used to craft better journeys that deliver exceptional experiences. Users can get started just with POS data, and automatically build rich customer personas – to model highly personalized and timely engagements. Segment key customer groups, discover customer journeys, and build new journeys with personalized 'next best actions' thatkeep customers on the right trajectory.
CI&I for Retail helps CIOs and IT deliver data and analytics. It is built around a modular architecture and runs on the TCS CI&I Retail Platform – a big data analytics platform designed to deliver Connected Consumer Intelligence™. The CI&I Retail Platform
enables users to build and leverage their own analytic models to develop and operationalize additional use cases. With advanced analytics, a rules engine and retail data models, all built with open source components and a broad set of APIs for easy integration to other production systems and apps-- CMS, CRM and marketing automation tools--you can deliver data and analytics quickly, easily and cost effectively.
Key Features and Capabilities
CI&I for Retail includes extensive features to help you
perform advanced analytics across all of your key data
sources to develop intelligence about market
opportunities, and engage customers with
personalized journeys to deliver superior experiences.
• Digital Shopper Persona Discovery: Leverages customers’
multi-channel and multi-device interactions, based on
demographic, psychographic and transactional customer
data
• Journey Discovery: Discover popular and profitable customer
journeys, and key drop off points.
• Journey Canvas: Model optimal customer journeys that offer
superior customer experience.
• Next Best Actions/Offers: sequential pattern matching andintegrated shopping basket analysis surfaces next best
actions. Users can create rule-based offers according to
persona shopper journeys.
• Scalable All-data Environment: Simplified Hadoop data lake
integrates all relevant data, including emerging IoT sources.
• Low-code platform plus built-in use case approach: Flexible,
open source components and packaged use cases enables
fast, cost-effective deployments with maximum ROI.
• ARTS compliant retail data model: Capture all customer
transactional data
• APIs: Common APIs, platform services and data models make
partner integration easy and fast with a lower cost of
deployment.
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Business Use Cases Personalize the omni-channel journey and deliver superior customer
experiences. CI&I for Retail uses advanced analytics, machine learning, and
decision rules to uncover differentiated buyer personas, and expose their
shopping journeys. The software enables retailers to focus marketing efforts
more effectively and personalize the journey experience according persona
characteristics, visibility into behaviors and actions across channels, and
retail-specific analytic insights. Retailers can now guide their customers
through a personalized journey using data-driven offers and
recommendations for delivery at the right moment, in the right channel, and
to the right person. They can improve targeting, shopper engagement,
enable location based recommendations, leverage store IoT and mobile for
improved conversions.
• Improve market targeting with customer analytics: CI&I for
Retail can perform manual or automatic principal component
analysis across more than 150 customer attributes and create
rich customer personas with deep visibility and insights about
sentiments, propensities, and product affinities. Create ad-hoccustomer 360 reports for analyizing data about customerinteractions, KPIs, personas and segments to gain a deeper
understanding of your shoppers and generate persona-based
segmentation lists for more targeted marketing. Retailers can
get started just with POSata.
Figure 1: Create digital personas for more targeted outreach
Business Benefits
Helps retailers engage with
customers across all physical and
digital channels—seamlessly. CI&I
for Retail provides the insights
needed to redefine the shopping
experience, lower costs and
increase the effectiveness of
marketing initiatives with
improved targeting. Differentiated customer experiences
with rich persona-based marketing
Deeper understanding of customers
across their physical-digital journeys
Reduced customer churn with
identification of points of shopper loss
Increased cross-sell upsell, and
shopping cart size with understanding
of what, where, and when to offer
customers along their shopping
journeys
Improved customer retention and
acquisition across connected
customer journeys
Discovered ‘paths to purchase’ based
on customer interactions for true
journey-based engagement
Short time to value with pre-built
analytics, open-source architecture,
IoT-ready integration, and industry-
specific dashboards, on an extensible
data analytics platform
Designed for the business user
Figure 1: Create digital personas for more targeted outreach
Figure 1: Create digital personas for more targeted outreach
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• Identify when, how, and where to influence the customer journey: CI&I for Retail can discover and track
customer journeys across, apps, websites, mobile devices, physical stores, and more. Users can identify
high and low-performing journeys, across the customer personas. This reveals the optimal points of
intervention so you understand where and when to deliver personalized offers that will keep the shopper
on track.
Figure 3: Model shopper journeys for optimal engagement
Figure 2: Create Customer 360 Ad-hoc Reports
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Figure 4: Discover and analyze successful and unsuccessful shopper journeys
• Deliver Contextual Next Best Actions/Offers for Superior Customer Experiences: Utilize the journey insights
and Journey Canvas to build and optimize new journeys and deliver personalized real-time next best actions
and offers to campaign management systems. Identify top product combinations purchased by customersbased on their previous transactions with integrated shopping basket analysis. Determine the right offer tosend at the right time for each customer such as emailing coupon, sending a text with a promo code orsuggesting a relevant cross-sell offer at check-out.
Figure 5: System-generated "next-best-actions" guide customer interaction tactics
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CI&I for Retail Solution Architecture
Figure 6: Integrated shopping basket analysis details product affinity, popularity, occurrences, margin and price of basket combinations
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Awards & Recognition
To learn more Visit the Digital Software and Solutions unit site on dss.tcs.com
or Email: [email protected]
About Tata Consultancy Services Ltd (TCS) Tata Consultancy Services is an IT services, consulting and business solutions organization that delivers real results to global
business, ensuring a level of certainty no other firm can match. TCS offers a consulting-led, integrated portfolio of IT and IT-enabled
infrastructure, engineering TM and assurance services. This is delivered through its unique Global Network Delivery Model,
recognized as the benchmark of excellence in software development. A part of the Tata Group, India’s largest industrial
conglomerate, TCS has a global footprint and is listed on the National Stock Exchange and Bombay Stock Exchange in India.
Extensive industry experience
8 of top 10 US retailers partner with TCS
Rich experience in digital transformation across retail, customer service, analytics, loyalty and engagement
Deep credentials in other industries increasingly intersecting with retail, including banking and telecom
TCS' renowned experience certainty commitment
95%+ return engagement rate
Ranked #1 in customer satisfaction in overall IT services, applications services and infrastructure services in Europe
(Whitelane Research)
Among the top 4 IT vendors in the world
Investments in Innovation, with 19 labs worldwide and a network of partners, institutions and venture capitalists via TCS
Co-Innovation Network (COIN)™
Ranked among Forbes top 100 Most Innovative Companies
IT Services
Business Solutions Consulting
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