When it comes to determining CDP use cases that are best for your business, the possibilities are endless. However, when starting out on your CDP journey, it can be helpful to understand other retail and CPG companies starting use cases. In this article, you will find brief descriptions and ideas from some of the top BlueConic use cases for our retail customers.
What is a CDP use case?
Before continuing, make sure you are familiar with what a CDP use case is. BlueConic defines a CDP use case as a process that describes the current state, target outcome, supporting activities, and relative complexity required to successfully reach your business goal. If you are feeling stuck or looking for inspiration, contact your BlueConic Customer Success Manager to walk through use case ideas or questions.
Top 5 CDP use cases for retail industries
Use Case #1 - Progressive profiling for onsite experiences and customer insight
What - Gather consented, first-party data by asking customers to provide small bits of information throughout their customer journey in real-time and connect it with other customer data
Why - Improving your progressive profiling efforts will help you tailor a customer’s experience as they interact with your brand. Gathering the first-party data also allows you to gain a deeper understanding of your customers so you can optimize campaigns and enhance the overall shopping experience. This data-driven approach can boost customer acquisition and retention and adheres to data privacy regulations.
How - BlueConic can build customer profiles progressively in real time for all the thousands or millions of visitors, prospects, and customers who visit your website--whether anonymous or known– using Listeners or Dialogues to capture data through forms. Import all of your existing customer data into BlueConic through Connections to build robust unified profiles for smarter segmentation and targeting optimization.
- Loyalty engagement - For those who do not have a loyalty program in place, begin targeting highly active customers and reward them for their loyalty. For those that do, combine loyalty data with real-time engagement data to provide premium or exclusive experiences.
- Audience suppression - Stop targeting profiles who do not match your target audience or have completed a stage in their journey.
Use Case #2 - Smarter product recommendations
What - Use unified profiles to show personalized and relevant product recommendations based on past purchases, and/or browsing history and behaviors
Why - Product recommendations are one way to significantly enhance your customer shopping experience by guiding visitors to relevant and appealing products, increasing the likelihood of conversions and resulting in higher average order values. By leveraging algorithms and customer data, these recommendations can boost sales and customer loyalty, ultimately driving revenue growth.
How - To create product recommendations in BlueConic, set up a Product Collector to scrape your product catalog. Then, use the Product Recommendations toolbar plugin in the toolbar of the content editor to insert personalized product placements on your pages or channels. Deliver one-to-one product recommendations that use filters and product recommendation algorithms to choose the optimal products to recommend based on individual customers' behaviors, interests, preferences, and previous purchases.
- Viral and popular products - Use your product recommendations to promote products the second they become viral or trendy to take better advantage of the buzz.
- New product launches - Take the data collected from your product recommendations to better understand your customers and inform your new product development and launch strategies.
Use Case #3 - Better content personalization across channels
What - Tailoring digital content and experiences to the specific preferences, behaviors, and characteristics of individual visitors or audience segments
Why - Content personalization, when done well, enhances user engagement by delivering content that is more relevant and appealing to individual users, increasing their satisfaction and the likelihood of conversion. Content can help establish stronger connections with your audience, fostering customer loyalty, and driving higher levels of customer retention.
How - BlueConic Dialogues are real-time, online conversations with your visitors. Based on your customer profiles, BlueConic can trigger dialogues that are visual, communicative, information gathering, or a combination of the three. All BlueConic dialogues can contain one or more variations that interact with your customers in different ways. The aim is to find the variant that is most effective in reaching the goal you define. You can configure the BlueConic optimizer to evaluate the scores for the variants and then take a specific action, like choosing the most successful variant based on the desired outcome. To ensure a cohesive customer experience, content can be tailored in email and on mobile.
- Promotional content - Use content to offer promotions or discount codes during specific experiences to drive acquisition, conversion, and loyalty.
- Surveys - Create forms that provide a value exchange for personal information to enhance customer profiles and personalization efforts.
Use Case #4 - Deeper analysis of cart abandonment
What - Tracking browsing behavior to monitor and analyze instances where online shoppers add products to their shopping carts but do not complete the purchase, providing insights to improve conversion rates
Why - Analyzing your cart abandonment can help identify specific pain points in the online shopping journey, allowing for optimizations that can reduce abandonment rates and boost conversions. By understanding why customers abandon their carts, you can implement personalized follow-up strategies, such as email reminders or incentives, to re-engage potential customers and recover potentially lost sales.
How - BlueConic has two tools you can use to create segments that identify site visitors who have abandoned the funnel: the Funnel Listener and the Funnel Insight Dashboard. The Funnel Listener automatically creates profile properties in customers' profiles to track all steps the user has taken in the funnel and any field that was in view when the user stopped in the form and is on a page within the funnel. Then, create a Funnel Insight Dashboard, to visualize site visitors as they interact with each step of purchasing funnel and use the results from this tool to create segments to target.
- Incentive campaigns - Send known cart abandoners to your email service provider for further targeting via email or consider using site browsing data to target people who've abandoned their cart with special promotions via email or onsite messaging.
- Cart abandonment campaign A/B testing - Test different variations of cart abandonment campaigns and messaging to see what returns the highest number of conversions.
Use Case #5 - Higher return on ad spend
What - Measures the revenue generated from advertising campaigns compared to the amount spent on those campaigns to determine its overall success
Why - Higher return on ad spend means maximizing the efficiency and effectiveness of your advertising budget. The better return on ad spend you can achieve, the more profitable you are and your resources can be better allocated toward high-performing campaigns.
How - First, determine the advertising platforms you want to optimize using the data you have stored in BlueConic and create your connections. In your connections, find or create the segment based on profile data like purchase data, predictive scores, or behavioral traits. Segments update in real time and serve as the link between up-to-date profiles in BlueConic and the audiences in your advertising platform. Once your Connections are created, you will be able to optimize your ads using the BlueConic segments you sent to your advertising platform.
- Target lookalike audiences - Optimize advertising spend even further by creating high-value audiences in BlueConic and expanding lookalike audiences on social platforms.
- 2nd and 3rd-party data partnerships - Integrate other sources of data from partners to enrich your segments, inform visitor engagement, and better target larger audiences with ads.
BlueConic CDP Resources and User Stories
- What is a CDP use case?
- What are Value-Based Outcomes? And why are they important?
- CDP Use Cases in Retail
- CDP Use Cases in Consumer Goods
- Collect & Capitalize: Why and How Retail and Consumer Goods Companies Should Build First-Party Data Assets