With Great Data Come Great Responsibilities
As we noted in our last article, grocery retailers have access to enormous volumes of data, from supplier-originated product data in a PIM to images and marketing data in a DAM. These data also include a myriad of pricing, inventory, and (depending on the number and location of branch locations) logistics information. If the retailer is proactive, they also include individual customer buying histories, thanks to loyalty discount programs.
Just having the data is of course not a great advantage. Knowing how to use it—in concert with marketing and store operations—is the key to success.
Start With the Basics
Untangling and optimizing all that data often begins with something all grocery retailers have but few utilize to its full potential: the lowly printed insert or circular. In the last article, we described how the Comosoft LAGO system is used, in connection with Adobe InDesign, to produce hundreds of regional variations from a single, “master” circular. As impressive as that is, it’s only the tip of the marketing iceberg.
In his October 2018 blog, content marketer David Kindervater noted that the “print is dead” trope is a fallacy. When it comes to marketing, print and digital are inseparable partners, not zero-sum rivals. Not only does print appeal to our sense of touch, it can also be highly customized, through the “magic” of data-driven, variable data printing. Today, grocery circulars can be customized to the individual store level, creating variants for almost any local situation. In the not-so-distant future, customization of a mailed flyer can reflect an individual’s shopping preferences.
A major step in that direction is Comosoft’s Direct Individualized Marketing (DIM) module. Acting as a sophisticated traffic controller, LAGO DIM can take basic customer information (e.g., names and addresses) as well as preferences and purchase history, combine them with PIM and DAM information, and generate multiple, “one-to-one” campaigns for both print and digital media.