“Offline data,” of course, is defined as a whole range of data that can be collected off-line through various methods (think, for example, of paper surveys) mainly at points of sale or at special events.
In today’s context, in which an omnichannel marketing approach is increasingly referred to, offline data represent a great asset when combined and integrated with those collected online.
The goal is, of course, to create increasingly accurate customer profiles in order to enable companies to increasingly enhance and personalise their customer experience.
Here then is where technological solutions such as Customer Data Platforms can represent a huge added value for marketers and strategists. Indeed, it allows them to collect and centralise data from multiple sources and normalise it at the single customer view level.
Data from eCommerce, website, digital properties but that’s not all: they also allow data to be saved from numerous physical properties more related to point-of-sale realities such as:
- CRM;
- loyalty systems;
- cash management,
- ERP.
Merging the online and offline experience is the key to success for omnichannel retailers today, and addressing it requires tools that can dialogue with the physical and digital worlds.
