Getting to know consumers’ habits, tastes, motivations and purchase behaviour has indeed become an essential element in modern sales.
Nowadays, digital sales tools are a great help: profiling customers and being able to compare and classify them with other similar ones (segmentation) allows us to predict their behaviour in front of a certain type of offer and therefore structure specific sales policies, all the way to customized assortments and pricing.
We are talking about on-the-field customer information collection applications, which can be used by the salesperson (Mobile CRM), but also by a specialized person (in-store specialist).
In digital purchase modes (e-commerce and B2B & B2C mobile commerce) the process can instead be fed in a retroactive (and automatic) way, thanks to the “pre-order” functionality, by which it is possible to re-order those items most usually bought.
In other spheres, for example in wholesale channel dynamics, replenishment automatic processes are further optimized by means of sell-in and sell-out data collection services.
It is important to be aware that no-one interacts with a single touchpoint (brand-customer contact point) before buying. The number of interactions varies according to the product and, in a shopping experience, physical touchpoints sometimes mix with digital ones: how many times have we indeed tried something in a store and afterwards bought it online?
This is why it is fundamental to blend all these data coming from such various sources to be able to get the most accurate customer’s profiling and segmentation.
Only at this point our sales strategies will be really effective.