The key to integration: OMO (online merge offline), what three things are integrated?

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Among them, the most important foundation of OMO is "customer online and offline data and records . " Because once "customer data" is integrated, brands can build a "customer 360" to fully understand consumers, and then provide consistent and coherent services online and offline, creating a high-quality consumer experience that flows smoothly between reality and reality.

As for why integrating "Customer Data" is so magical? The next analysis is for you.

What data are key to OMO integration?
As mentioned in the previous paragraph, the key to OMO integration is to integrate online and offline consumer data. What does this mean? Specifically, what benefits can it bring?

First of all, the customer data referred to here does not only refer to the quantitative data (Quantitative Data) that the marketing departments of most companies are particularly concerned about, but netherlands whatsapp phone number also includes qualitative data (Qualitative Data) . Examples of quantitative data and qualitative data are as follows:

Quantitative data: participation rate of marketing activities, number of clicks on advertising creatives, opening rate of push messages, proportion of loyal members
Qualitative data: In which store does customer A experience the product? Which sales/customer service person have you been in contact with? What was their subsequent conversation when they contacted via LINE/FB? What needs and dissatisfactions are expressed?
When it comes to consumer data, most companies, especially the marketing department, focus on quantitative data and use massive data to provide a comprehensive analysis of customers, while paying less attention to the value of qualitative data . However, in the new retail era that focuses on personalization and experience, qualitative data should not only be collected, but should also be integrated with quantitative data to form a truly complete 360 ​​view of customers , comprehensively capturing every preference and need of customers. .

It is not difficult to find that most quantitative data is easier to collect online through digital tools; however, there is a lot of precious customer qualitative data , such as: "store trial experience records", "dialogue records", "customer complaint records", etc. etc., are scenarios that may occur offline, but digital tools should still be used to digitally integrate these qualitative data and quantitative data.