DECEMBER 2017CIOAPPLICATIONS.COM8DAN ADAM, CIO & TODD NICHOLSON, VP (VERTICAL MARKET BUSINESS UNITS), EXTREME NETWORKSIntegrating Data for 360-Degree ViewWith increased competitive pressures on traditional brick and mortar retailers due to the rapidly growing online e-commerce channels, retailers must provide a high quality digital in-store experience to effectively engage, retain and support customers. At the same time, shoppers are leveraging data intensive smartphone technology to enhance their retail shopping experience, and expect seamless wireless networking connectivity in retail stores. These trends add complexity for retail IT departments to manage a high number of mobile devices in a large distributed network with a remote IT department.Big data is impacting the retail industry in many ways. Understanding and ultimately predicting customer behavior to create a high quality in-store experience is the key to company-wide success. Through data collection, retailers can meet customer expectations by anticipating their shopping needs and habits, while making trips to the store more convenient and personal. It's also important to maintain constant communication with your customers through social media platforms like Facebook, Instagram and Twitter, in addition to blogs and other influencers. You should know your customers' shopping habits, demographics, and preferences and use this information to apply real-time insights to customize products, services and customer interactions. It's vital to secure reliable partnerships with companies that have the technology and ability to uncover this information. Retailers need to be guided through the technical processes of data mining, and how to use the collected data to tailor marketing efforts to meet customer preferences.Running Business In The Midst Of Rising Tech ExpectationsWe try to maintain flexible business models that address evolving customer preferences and needs. As technology advances, customers expect more THE DIGITAL JOURNEYIN MYView
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