News and Innovation from Oracle UK and Ireland

Why Innovation Needs to Get Personal

Amanda St L Jobbins
SVP, Marketing & Digital Demand Generation, EMEA & JAPAC

Customers share more information than ever with companies. Actually, around 90% of the world’s data was created in the past two years, and most of it’s linked to individuals. And in return for sharing this data, customers want innovative, hyper-personalised experiences. Those businesses hoping to meet these steep expectations are working to first gain control over this data. And then they’re focussing their innovation efforts on people’s real-time needs.

Innovation for personalisation

Generally speaking, people like brands that make their lives easier. While products and services are important, there’s a lot of choice out there. But if a business can deliver what you want, in real time, with a smooth experience, then they can really stand out.

Companies rely on a real-time view of their audience to deliver this. It’s no longer enough to treat social media and email and Point of Sale and any of the other customer channels as different pieces of the puzzle. Instead, we should be connecting our data and systems to develop a complete customer view.

The world’s best businesses have focussed their innovation energies on hyper-personalisation. They know that the better they understand their customers, the more they can align their innovation with market demand. Then they can deliver higher quality experiences – and higher returns.

Here are just three organisations I’ve seen that have centralised their data to hyper-personalise customer experiences:

  • Foodation is an Italian company that offers casual restaurants across Europe. After building a healthy presence in Italy, the business was ready to expand into new markets. But it needed a single view of its operations to make that happen. Using Oracle Simphony Cloud, Foodation centralised its systems across six brands and integrated all of its digital channels – including mobile payments, mobile ordering, and its app. The result? A more streamlined operation, and better customer experiences than ever.
  • Global fashion retailer Perry Ellis International (PEI) is made up of 21 different brands, each one managing a large international footprint of locations and e-commerce channels. Before, this made it difficult to understand consumer behaviour. Now, PEI uses Oracle Retail Customer Engagement Cloud to bring together data from all of these brands, both in the US and UK. All told, it’s able to use deep insight from more than a million loyalty customers to deliver new levels of personalisation.
  • The Mutua Madrid Open is one of the ATP tour’s top tournaments, delivering an experience that goes well beyond watching world-class tennis. The event has baked hyper-personalisation directly into its mobile app, with a chatbot. Users can instantly find information on players, schedules, results, and guest services, tying the viewing experience with the digital fan experience. The bot can even be used to buy tickets and merchandise.

Each one of these companies has set a clear agenda to better use the data at their disposal. And I know that with more integrated data, and a hyper-personalised customer experience, almost any company could reap these rewards.

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Comments ( 1 )
  • Roy Friday, January 10, 2020
    Couldn't agree more.
    Targeted innovation + personalisation + the right channel and appropriate message (aka where users already are) = Big wins.

    Brands that do that will avoid their Kodak moment. those that don't....
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