Shoppers once relied on familiar salespeople to help them find exactly what they wanted--and sometimes to suggest additional items they hadn't even thought of. But today's distracted consumers, bombarded with information and options, often struggle to find products or services that meet their needs. Advances in information technology, data gathering, and analytics are making it possible to deliver something like the personal advice of yesterday's sales staffs. Using increasingly granular customer data, businesses are starting to create highly customized offers that steer shoppers to the "right" merchandise--at the right moment, at the right price, and in the right channel. But few companies can do this well. The authors demonstrate how retailers can hone their "next best offer" (NBO) capability by breaking the problem down into four steps: defining objectives; gathering data (about your customers, your products, and the purchase context); analyzing and executing; and learning and evolving. Citing successful strategies in companies such as Tesco, Zappos, Microsoft, and Walmart, they provide a framework for nailing the NBO.

【書誌情報】

ページ数：8ページ

サイズ：A4

商品番号：HBSP-R1112E

発行日：2011/12/1

登録日：2011/12/5