Anticipation
By Barry Wetmore, Senior Executive Consultant, [email protected]
Part 2 of 2
“Giving customers what they want is a reactive approach. Your job is to figure out what they’re going to want before they do.”
– Steve Jobs
In auto racing, many fans focus on external attributes like the aerodynamically designed fiberglass outer shell. Yet under the hood, there are 32 valves and an 8-cylinder block supporting top speeds of over 225 MPH. The externals are certainly important, and they attract a lot of attention. But it’s ‘under the hood’ where the separation between winners and also-rans takes place.
The valves are Metrical’s behavioral models, refined over the years from persistent shopper behavioral data. This repository consists of extensible models like abandonment, re-visit behavior, offer/response, real-time A/B campaign testing, conversion metric optimization and others.
Campaign support is a critical, but often overlooked capability when investigating ways to improve conversion and cart abandonment rates. In an omnichannel world, there is no such thing as a static campaign. As a retailer, you are always trying out new ideas and twists to see which works better than others such as promoting financial incentives or positioning annual subscriptions over pay-as-you-go.
These campaigns are quite visible and may involve bridging a call to a live customer service rep or receiving future discounts via branded mobile messages. The flexibility to design and deploy multiple campaigns is essentially unlimited which is why your performance monitoring engine has to be able to be flexible and adapt to varying conditions automatically and autonomously.
Our intelligent messaging platform can easily augment existing platforms (e.g. Shopify, Salesforce, Magento, or a bespoke system) to provide an engaging and seamless digital experience for arriving shoppers. As we build up a knowledge repository of your shoppers’ behavior, our recommendation engine gets smarter about what people might want to buy, based on examining what lots of different people with similar buying patterns have purchased. This enables us to drive a compelling digital experience, increasing the rate of re-visits and conversions, which reinforces your shoppers’ lifetime value.
With this approach, not only do you delight your customers with a smooth, intuitive experience, you gain valuable insights. These in turn propel your store’s financial performance now and into the future.
For more information, visit www.metric.al
