Using first-party data, Orvis discovered that its target audience was comprised primarily of affluent customers aged 50 and older. The company learned that while this demographic had not fully adopted digital technology, they showed real interest in using modern e-commerce tools.
So, to help, Orvis gave employees tablets pre-loaded with CRM and e-commerce tools. These tools can order out-of-stock products to stores, as well as charge customers for online and in-store purchases. If a customer needs help with a product, they can find a representative and use their tablet to learn more about the offer.
While this not only improves the customer experience, Orvis’ marketing team also benefits from the information they gather from customers. CRM tools on tablets record customer information so that associates malta mobile database can recognize loyal customers when they walk into the store. Associates record their shopping habits and purchase history, providing more insights for the marketing team who want to make more effective offers.
Why it works
Being able to simultaneously provide customers with a great experience and provide the marketing team with essential data is doubly beneficial.
10. Vipshop
Vipshop is a leading e-commerce marketplace operating in China. The company is a B2B website that charges retailers for selling goods on its platform.
VIPom provides an omnichannel experience by helping retailers connect with potential customers. When a retailer launches a new product on VIPom, the site’s geo-targeting tool sends push notifications to customers in the retailer’s area. These potential customers can then visit the store directly or have VIPom deliver their order for them.