BRC – Customer insight 2015

☰ Sections

BRC – Customer insight 2015

Delivering exceptional experience and insight with ‘spatial intelligence’. Richard Simmons chief technologist, Logicalis UK

Your organisation is increasingly being filled with a huge volume of physical and virtual information. Most of which, many businesses aren’t even using.

Spatial intelligence is about understanding how that data can be used, to help make the customer experience even better. Shopping is a social experience for most customers; the look and feel of a store is as important as where the customers’ friends shop. Spatial intelligence enables businesses to create new experiences for their customers through videos, photos, events, real time voucher codes and offers and can all built from location services infrastructure.

The process of planning this intelligence should work top down, from business case, to operations, to data, infrastructure and then to design physical or radio frequency layer. But businesses need to build bottom up. Where applying spatial intelligence data has not worked, it is usually that the plan was not devised top down.  It must be business led, by the marketeers or customer services, not IT.

Spatial Intelligence can help determine ‘visitor paths’, looking at why a certain customer may be in a certain aisle – what products, offers are available there? The ‘flow of visitors’ can also be defined – What are the preferred zones and why?

Engaging with customers in spatial intelligence (e.g. social media or events) means you can ask them to authenticate through their mobile device and provide them with enhanced offers tailored to their needs. Valid personalisation, at speed is and core to long term success.

Christine de Largy, Managing Director of Impact Executives, experts in interim management, is passionate about the digital transformation of consumer businesses. She hosts a retail forum to facilitate debate around the issues retail businesses today face and also sits on the management and advisory boards of IORMA, the International Omni-channel Retail Markets Association.

About Impact Executives Ltd Impact Executives is a leading interim management provider to organisations of every size in the UK and globally. Originally formed as a specialist practice within PA Consulting Group, over the past 25 years Impact Executives has helped over 2000 companies, including more than two-thirds of the FTSE 250 – find the very best executive interim management talent.

Clients choose to work in partnership with Impact Executives because of our proven ability to offer client’s immediate solutions to improve their organisation’s performance through identifying skills-gaps, business process reengineering (BPR), turnaround, restructure and growth.

With offices covering the UK, the Nordics, Europe, Asia Pacific and North America, Impact Executives is part of the global recruitment specialist Harvey Nash Group plc. Over the past 20 years we have given clients and interim managers the confidence that we have the resources, expertise and focus to deliver results – fast.

For further information on Impact Executives, please contact Steffany Young, Impact Executives, Tel: 0044 20 7314 2011 Email: