Comparing in-store and online
Reviewing an in-store experience and an online experience, you can see similarities between the two. The times I feel most comfortable and at ease, is when a competent and service-minded person in the boutique takes care of me and gives me a fantastic experience with their knowledge and personality. If they can also give me advice on combinations of products, it makes me feel even better. When this happens, I will for sure buy more.
We are not as rational as we like to think, it is System 1 (as described as the emotional system in the book Thinking fast and slow) that makes most of our decisions - meaning we make most of our decisions based on feelings, not on rationality. It is all about how, where, and in which context the experience is played out; this will affect us the most when we are making decisions.
If you translate this knowledge into an app experience, it boils down to the hidden sales cycle, or if you like, micro-moments. When there’s no physical person taking care of or acting as a guide in the customer journey, it becomes all about the data: behavioral and contextual data, in combination with your own content, product, transactional and customer data. In the end this data is what brings the customer journey to life and sparks positive emotion in the interaction.
Competent and positive boutique staff, can be translated to the digital experience, by unifying your experience data - to give your customers a relevant and fantastic experience. There is no way around this if you want to stay relevant to your customers.
You have to turn your Enterprise data into Experience data.
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What does turning your enterprise data into experience data mean in practice?
The data asset you need to build a relevant experience, lives in your enterprise data silos: transactional data in your ERP, product data in your PIM, customer data in your CRM, etc. You need to unify these enterprise data assets so that you can start to combine them with behavioural and contextual data that you collect in your digital destinations, and build new digital experiences with them. This is how Occtoo comes into the picture, giving the digital team with little or no coding skills, instant access to all of their data without any costly and time-consuming integration projects.
Occtoo is an Experience Data Platform built to fast forward the way businesses create relevant customer experiences everywhere. We help digital officers, marketers, and developers move into a new state, where they spend less time integrating and moving data, and more time being creative with data. The best part is that with our Experience APIs, these new combined data sets are fueled into an experience in milliseconds, on a global scale, creating zero friction in the customer experience. This task is impossible with your normal legacy systems, because making tens of thousands of API calls per second, will make the systems fall over and the data becomes inaccessible.
Our customers tell us that when their digital teams have this data at their fingertips, easy to access and re-purpose, it gives their app innovation and unified customer experiences a major boost. They feel empowered working directly with the data needed for front-end innovation. Gone are the days when they had to hear things like:
"Wait in line for your turn......look at our roadmap, we are swamped with back-end work and testing".
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The impossible is now possible in this new state. The digital teams can execute and innovate at scale and spend more time being creative with data and improving the customer experience in every context.
It’s time to make your enterprise data easily available so your digital teams can be truly creative with it and turn it into experience data and deliver customer experiences that are relevant, optimized and unified.
Please reach out to me at jimmy.ekback@occtoo.com or connect on Linkedin if you want to discuss this further!
About Occtoo
Occtoo is an Experience Data Platform that supports retailers and brands to build relevant digital experiences and applications at rapid speed. Occtoo’s SaaS platform makes it easy to access and unify enterprise data from backend systems such as CRM, ERP, PIM, etc. and combine it with behavioral and contextual data to create relevant digital experiences that can be deployed in any channel or frontend in real-time at a global scale. Occtoo was founded in 2019 and has companies such as Cartier, Fjällräven, and Nordic Nest on their customer list.
