Month: September 2016

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Data Driven Channels Europe In the News UK USA

Fashionistas display digital engagement along the catwalk

content performance marketing digital engagement fashion article

It seems luxury brands are now stitching together online and offline services to engage customers and give the best Fashion Week experience.

As the the fashion world opened its doors for the annual New York style parade on Thursday (September 8), a livestream of the catwalk was engaging consumers via multiple platforms. Fashion Week has made an online presence on social media with SnapChat having exclusive stories following the different catwalk displays. While Instagram provides polished and refined images, SnapChat offers a raw glimpse behind-the-scenes of shows, allowing users to get exclusive access to top brands.new-york-fashion-week

Leading the way in digital engagement

Burberry is leading the way in this, with investment of more than 60 per cent of their marketing budget on digital. According to Contactlab’s ‘Digital and Physical Integration: Luxury Retail’s Holy Grail’ study, Burberry is also bringing together online and offline operations, with click & collect already representing 15 per cent of Burberry’s online sales. While Burberry paves the way for luxury brands, others are still struggling to grasp the significant impact engaging with customers online and offline will have on their brands.

Senior advisor of Contactlab

Senior advisor of Contactlab, Marco Pozzi (pictured), said: “Brands should not consider each channel as separate, but simultaneously valuable to the overall omni-channel experience. Customers want ease and comfort and so, if they find a product on one channel, they should be able to seamlessly navigate through the purchasing process with convenience.

“This is why it is important that brands do not disconnect the different channels, but connect the dots as part of their customer engagement strategy.”

Customer preferences

Contactlab found in the Digital Frontier 2016 study that customers with a digital presence who are digitally contactable are high spenders in-store and account for 27 per cent of in-store revenue and 73 per cent of e-commerce revenue. With the rise of e-commerce and digital engagement tools, luxury brands have access to customer data that will allow them to create a dynamic and personalised approach which integrates people preferences within the customer interactions. Through data-driven marketing, brands are able to create a richer understanding of the customers.

Pozzi continued: “We now live in a world where everything is captured digitally through various platforms and the fashion world is no exception.

“Fashion shows unfold live from SnapChat, Facebook, Twitter and Instagram feeds. This narrows the gap between the consumer and brands, opening up a relationship which is more personalised.

“Shoppers now crave interaction with brands who understand their needs, preference and expectations, feeding in insights from customer data can help brands enhance their relationship with customers and make informed decisions for their marketing strategies.”

‘Like me, like me not’ – survey shows effect of social media ‘likes’ and discovers that friends’ online approval is the ultimate fashion must-have

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Data Innovation Global Machine Learning Next Practice

Machine learning: $42bn global boost for ad spend, says Juniper

machine learning

A study by Juniper Research has found that machine learning is likely to lead to an era of ‘fully personalised’ ad delivery.

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Data Driven Channels Europe Insight UK

Disjointed brands annoy customers, UBM survey shows

disjointed brands article

Shoppers are getting used to automation in retail – such as self-checkouts and voice recognition – but hate repeating themselves when they have an issue with a brand which needs to be dealt with either in-store, online or over the phone.

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Data Management Europe In the News Strategy and Management UK

Consumer data shared by companies more times than you think

data collection

data mistrust 2The study suggests there are at least 100,000 copies of each individual’s personal data being held on physical devices and cloud storage platforms.

Commissioned by Ground Labs, the consumer research quizzed individuals about how many organisations they believed had access to their personal data.

The majority (84%) guessed at fewer than 20; almost a third (28%) guessed fewer than ten, but once shown a list of 50 online services and retailers, two out of five consumers realised that their original estimate was way wide of the mark. This was based on their knowledge of interactions in the past 12 months alone.

Data security company Ground Labs VP EMEA John Cassidy said: “Unless customers have an accurate idea of who has access to their data, they are unable to take the precautions necessary to protect themselves online. We only asked people to pick from 50 of the biggest online companies, in reality, the number of organisations who have access to any one individual’s data is much, much higher than our survey suggests.”

Consumer data stored on and offline

Ground Labs insists that the total number of companies consumers interact with is actually irrelevant. With automatic backups, log files, emails and legal third-party sharing, hundreds of thousands of potential copies of individual’s data is being stored both on and offline. On top of this, many companies will keep records of former customers for years.

“A conservative estimate would suggest that for any given adult, hundreds of thousands of copies of personal data reside on physical devices and cloud storage platforms both in and outside of the UK. Most people are unaware of the multiplying effect when dealing with so many service providers and so the responsibility must fall on companies to protect this sensitive data,” Cassidy concluded.

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Data Strategy Europe In the News Strategy and Management UK

PwC to hire 1,000 experts as data security fears soar

data security fears soar

gloves, data securityThe firm said the new recruits will be join its UK Risk Assurance team within the next four years and cover all industry sectors across the country. As well as cybersecurity and privacy threats, the beefed up team will cover data management, business systems and IT risks.

More than 600 jobs will be filled by external hires, while over 400 will be transferred from other PwC sites. The firm will also be recruiting at least 200 data and tech graduates.

Digital disruption

PwC UK head of assurance Hemione Hudson said: “Business models that have served clients well for decades are being disrupted or destroyed due to the speed of digital disruption, the increase of regulatory scrutiny on technology risks and the escalation of cyber threat, requiring us to respond and build a strong team of specialists.”

Although there have fewer ‘car crash’ breaches following last October’s hack on TalkTalk, there is obviously a great deal of nervousness in the market.

PwC risk assurance partner Marc Bena added: “Our clients and their customers want to know that their technology is innovative and pushing boundaries whilst being safe and delivering what is expected. We have a duty to continue to build a team of technology experts able to help our clients do business with confidence.”