The World of Clients
You finally convinced senior management to install a traffic counter in 3 stores. You proudly present corporate managers with Sales Conversion. Yeah!
But the store managers challenged the data. Tech Support complained about hardships of monitoring sensors. Marketing dept rebelled when footfall traffic became a metric to be reckoned with. Finance raised the alarm when the data showed the need to add staff. And your CEO cannot comprehend why the data included the store associates.
No one understood the shifts in Sales Conversion if we use Arrivals or Devices as the demand factor. And frankly, neither did you. You are in trouble!
You finally convinced your CEO that Marketing “owns the customer”. You got your mobile app with all the latest bells and whistles. Yeah!
But the Visual Merchandising team is running around sour faced. Despite their innovative collection, the sales showed no signs of improvement. Turns out no one in the store cared about updating the Planogram. The staff followed the Task Management Solution. And the new trainee felt the brown-stone shirts look better than orange. He changed the display and didn’t tell anyone.
No one understood the differences between Device-based Location Marketing and Anonymous Location Analytics. And frankly, neither did you. You are in trouble!
You finally got that promotion to Head of Customer Success. The first thing you did was to deploy Traffic Counters at the door and WiFi Tracking at a couple of pilot stores. You love the data. Yeah!
But 3 months later everyone moved on to the next shiny project. The store managers argued over the “correct” sales conversion in their compensation plan. No one cared about training the ever-changing associates. WiFi was great. But when customers compared prices, the enthusiasm transformed to worry.
No one understood what to do with the data, and the endless reports. And frankly, neither did you. You are in trouble!
If this is happening in your company, you are not alone