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The Cumberland Hotel, Marble Arch, London
20th May 2008
Acxiom is an active participant and supporter of the Marketing Society - throughout 2008, we'll be demonstrating our capabilities and information solutions to the Marketing Society membership in the Retail sector as well as other industry vertical markets. Our thought leadership skills in the area of information products and solutions sets Acxiom apart from its competition.
The only constant is change
Traditional retailers are warning of tough times ahead but the gloomy predictions are not consistent across the sector. For every report of dropping like for likes, there is a soaring profits announcement. The shrinking high street story is counterbalanced by the news that e commerce is growing at 40% pa and now represents 15p in every £1 of retail sales. There is a common view that the difference between winners and losers is the ability to understand and manage the evolving retail landscape. In this environment the necessity of identifying, understanding and targeting customers has never been more of a business and boardroom imperative.
It is not just the retail landscape that is shifting, reaching customers in an era of intense media fragmentation had become a real issue as has the whole debate about ethical response and care for our environment.
A global leader in information management solutions, Acxiom helps Retailers analyse and act on information about their customers and prospects to improve their business results.
Quantifiable ROI for Acquisition & Retention Strategies
With nearly 40 years of practical experience in the retail sector – Acxiom works to develop and use customer insight to drive superior performance by the creation of innovative, integrated marketing solutions which maximise profits whilst producing quantifiable return on investment. We enable leading companies leverage their brand equity in a far more customer-centric way by identifying their best customers and prospects and ensuring that all communication is timely, relevant and through the best channel.
Acxiom’s trusted expertise in all aspects of the (direct) marketing mix means that retailers across all sectors can maximise their marketing spend to drive customer lifetime value as well as informing acquisition and retention strategies.
Data integration
Historically, retailers lacked actual data on consumers and had little need of database marketing services. Now data is held from a disparate range of sources including store cards, loyalty schemes, transactional web sites, customer service centres and catalogues. Not understanding the customer and the full extent of her relationship with you can have negative consequences for your brand as well as draining money from your marketing budget. Acxiom can help you see your customers clearly and accurately by deduplicating, cleaning, ehhancing and merging all the data you hold.
Media fragmentation
Only a few years ago, retailers competed in a less complex environment. Customers had fewer media channels vying for attention and could be predictably influenced by above the line advertising such as TV or print. The increasingly savvy customer is much more dynamic in their buying habits and is more in control of the messages she accepts. Acxiom’s solution to counter media fragmentation focuses on an integrated approach to media planning ,execution and evaluation. It makes sense of the information collected by different channels as prospects respond, accurately measures the effectiveness of that medium within the mix and presents guidance and support on future planning and media optimisation.
An eye on the ‘green’ future
Realising the commercial value of CSR programmes depends on many things- organisational alignment, careful planning and measurement, board sponsorship and so on. But unless your customers engage with and adopt your initiatives, even the most promising Green programmes will fail to deliver value to the brand. Using our wealth of individual data about consumers’ green behaviours, Acxiom has developed a solution which will help you to identify those customers that are likely to be most favourably predisposed to your initiatives and thus ensure the relevance of the activity and delivery of an economic ROI.
Benefits All Round
Acxiom’s clients benefit from a host of solutions. Not only do we have the UK’s most comprehensive consumer data source, InfoBase™ Lifestyle Universe (ILU), but also market-leading segmentation tools such as PersonicX®, vast database and digital marketing capabilities and a collaborative and consultative approach to solving real business issues.
All of which go to make up a set of trusted integrated marketing solutions which provide expertise, experience and real business value.
To find out more about how Acxiom can really add benefit to your multi-channel customer retention, acqusition and growth plans - call Acxiom Retail industry strategist:
Fiona Sweeney today on +44 (0)20 8213 5410
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