Cracking the digital-shopper genome can lead to 20% revenue increase

Cracking “the shopper genome” is key to increasing revenue, advises consulting firm McKiney in a recent blog post.

Gadi Benmark and Maher Masri, authors of the post, believe that connecting with shoppers on an emotional level can lead to a 20% sale increase for online retailers, and that poor customer experience is delivered by using separate channels and teams – comparing the latter to “scientists decoding one set of chromosomes while ignoring all others”. 

If instead, customers are engaged across all main digital touchpoints and their digital DNA is “mapped”, a coherent a comprehensive profile can be made which can achieve revenue increase of between 10% and 20%, the post continues.

But if they can develop a coherent and comprehensive profile of their digital customers – “mapping their DNA” to continue the analogy – and effectively engage them across all the main digital touchpoints, they stand to achieve revenue increases of between 10% and 20%, the authors claimed.

Brands are advised to map the basics of demographics as well as behavioural pathways and attitudes at various stages of a purchase journey. “Pulling these insights together to crack the shopper genome is both a technology and people challenge”.  It requires “data assembly and data-driven action”.