What does it mean if...
The questions I've asked as a Customer Insights Analyst
A page to collect those thought provoking questions I've come across in my day to day work analysing customer data.
Why are customers who shop both instore and online (via web or app) more valuable?
Omnichannel customers are usually more valuable, so a logical goal might be to design a program to convert more instore shoppers to online, or bring more online shoppers instore.
But to ensure the success of this program, we really need to understand why omnichannel customers are more valuable. What are the underlying reasons and resulting behaviours that mean multiple channel shoppers spend more with us overall?
This is where your Insights Analyst should work closely with the business to collect a range of data attributes to dig into this further. For example, nudging an instore shopper by promoting the website has little chance of working unless we understand what makes online shoppers interact with us.
Omnichannel shoppers may be more valuable because they are already loyal to the brand, for example:
High engagement or loyalty means they may be more forgiving of user experience issues when shopping online,
They may have a store conveniently located to them that means there is less effort to go instore on try on items
They may engage across all channels, opting in to both Email and SMS marketing and hear from us more often
Say we focus on moving instore shoppers to our online channels - interviewing customers who aren't as engaged and asking them about the website experience can uncover areas to improve this experience. Improving the online experience based on customer feedback, can then nudge more instore shoppers to extend their engagement to the online channel.
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