Below is a recap of the entire session and how Signet Jewelers benefits from a customer data platform (CDP).

Session Speakers:

Gopikrishna Haripuram - Vice President of Engineering & Architecture, Signet Jewelers

Emily Wilhoit - CMO, Infosys x Blue Acorn iCi

Venkat G - VP, Unit Planning, Assurance Manager, Infosys x Blue Acorn iCi

Real Life Retail Experiences

When talking about current customer experiences within the online and retail space, the speakers called out a few areas reasons where brands are missing the mark:

• Disconnected data causes disappointment when loyal shoppers enter a brick and mortar store and store associates do not know anything about the customer
• The abundance of Inaccurate inventory data and lack of profile integrations make it hard to create personalized customer experiences

What is the solution? A customer data platform, or CDP, where brands can start to deliver better customer experiences.

The Benefits of a CDP

A CDP is an aggregation of all of a business’ information and provides the whole 360 degree customer view. And this technology has the ability to enhance and unify data for stronger personalization and customer insights. Before a brand can get started with a CDP, it’s important that they take the time to aggregate the data and break down any existing data silos.

“CDP does not have one definition. One side is more about unification and storing customer profiles and the other side is all around AI and driving better insights,” stated Venkat G.

Measuring the Success of CDP

So, what are the lessons Signet Jewelers has learned from enterprise CDP rollout? Before the speakers went into details, they surveyed the audience to gauge where they currently are in their CDP journey and divided the audience into 3 categories:

• Explorers - For a CDP maturity, identify the current gaps in your personalization efforts today and talk with different business units and stakeholders such as marketing, digital, loyalty, etc. And lastly, understand how they will use the data for activation that will help shape the data when pulling it into the CDP.
• Beginners - Should focus on testing and learning. Start using the data once available in the CDP. You don’t need to wait until all your data is ingested. Start with core data (transactions, emails, etc.) and use an iterative approach and incorporate learnings as you go.
• Practitioners - This is the time to scale and automate when possible. Create foundational segments that can be used across different use cases and create customer journeys that can be replicated easily.

GenAI- The Future of Retail

Generative AI is no longer a buzzword. Here are a few ways AI technology can currently help retail organizations scale operations:

• AI Chatbots
• Content creation at scale
• Generative co-pilots
• Segment builder

To learn more about how to implement a CDP or if a CDP is right for your business, contact Infosys x Blue Acorn iCi for more information.