Customer Data, Customer Experience, Retail

How a CDP Makes Unified Customer Data A Reality for all Retailers

To compete in a fast-paced and competitive market, odds are good that retail organizations are using a number of different systems in their day-to-day operations. These likely include some combination of customer relationship management systems, data management platforms, email automation software, e-commerce platforms, and help desk tools, just to name a few.

All of these systems and tools store various types of customer data, ranging from basic information like customer addresses to more advanced statistics such as sales per customer. This means at any given time there’s valuable information spread throughout retailers’ tech stacks that may not be easily accessible by their marketing teams.

You may be thinking, “Where’s the issue? Between all these systems, we’re in possession of all the customer data we could ever need.” While that may be true, if this data is spread out in different systems it can be difficult to access, query, and analyze without major a time and resource sink. And if a customer record exists in multiple systems of the same customer, how are retail marketers supposed to know which one they should rely on?

There's no denying that data is an important part of any retail marketers job, but their main focus should be on creating engaging campaigns that drive sales and increase profit, not data management. Data management should be very low on marketing's list of priorities, and if this isn't the case then marketing resources are being misplaced.    

What retailers ultimately need is a system that is technical enough to unify all customer data in one location, but that is simple enough to use that marketers and other non-IT teams can manage it. The good news for retailers is that unifying customer data doesn’t need to be complicated and that such a system exists. That system is the customer data platform (CDP).

The right CDP makes unified customer data simple

While adding another system to a MarTech stack may sound like it could further complicate customer data management, any worthwhile CDP -- like the one offered by us here at QuickPivot -- is specifically designed to unify customer data and create a “single source of truth” for marketers to access the data they need. The QuickPivot CDP eliminates the need to manually aggregate customer data, and data queries take seconds, not hours or even days. This means retail marketers no longer have to be reliant on IT or data analytics teams at their organization, and instead are empowered to make reliable data-driven decisions using customer information they themselves have segmented, queried, and analyzed. 

To make this possible, QuickPivot’s CDP offers integrations with popular MarTech systems from companies like Microsoft, Oracle, Salesforce, Shopify, and more, and our product development team can also build custom integrations to meet your needs. QuickPivot’s CDP is trusted by some of today's most successful retail organizations, such as Allen Edmonds, Annie Selke, MacKenzie-Childs, and Orvis, and our teams understand the importance customer data plays in successful retail operations.

In a world where data is quickly becoming the most valuable asset, more and more retail organizations are turning to CDPs to improve how their marketing teams operate. The QuickPivot CDP could be just what your business needs to take its marketing and sales campaigns to the next level. 
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