We've touched on Big Data a time or two in the past, and how it holds amazing promise. A time is coming when all of that information is going to be utilized to deliver incredible value - not just back to consumers, but also to the many merchants and partners who collect the (currently underutilized) data.
At some point, Big Data has to evolve into Big Delivery, the point where data is used to enhance relationships between consumers and brands through a constant exchange of relevant value.
Kelly Passey, Access' EVP of Business and Product Development, says that day is getting close.
From his personal blog:
Soon merchants will be able to drive the business they want, who they want it from, how they want it, and at the price they’re willing to pay to get that new or returning customer in the door.
Likewise consumers have more choice and access and information than ever, and they’ll show up when the merchant is able to deliver that relevant value directly, through any number of channels. Everyone wins.
The convergence of new technology and the ability to rapidly innovate is serving up value on a platter. APIs, geocommerce, beacons and other push notification technologies, reporting, real-time rewards, in-path messaging...these are just a sliver of what's in the tool belt (or soon will be) of customer engagement professionals.
As Kelly said, the onus is actually going to shift to marketers to deliver relevant, easily accessible value.
Merchants not only have the information needed to see who their best customers are, they also now have the systems in place to drive value to those customers at the right place, right time.
There'll never be a true formula for customer loyalty, but we're very close to a time when earning frequent engagement is simple, profitable, and valuable - for both the brand AND the customer.