IBM Smarter Commerce Gives LabelSneak Big Data Boost

By Darryl K. Taft  |  Posted 2013-02-27 Print this article Print

CSI’s RapidCommerce cloud managed service solution has helped LabelSneak create a site to more effectively target the digital savvy millennial consumer with an integrated brand experience across all devices. To date, the platform is supporting a rapid pace of growth, enabling the client to focus its time and resources on growing the business such as conducting sales promotions, gleaning insights from Facebook comments or tweets.

“Applying big data analytics can help small retailers track and understand what’s being said out there,” Shannon said in his post. “But the leap in value comes when they combine this intelligence with theirs and other data sources in a meaningful way, to mute the social data noise from the valuable insights and move their business forward.”

Fashion companies of every size and style are vying for a slice of the men’s wear market. To compete with more established retailer brands, LabelSneak needed to better understand men’s online consumer behavior, create a more tailored marketing campaign and deliver the right merchandising mix. Not only is LabelSneak gleaning insights from data analyzing which brands to carry, but they also are seeing how consumer preferences for certain brands in men’s wear are connected to favorite sports teams or music.

IBM Smarter Commerce marketing is enabling consumers to choose which sales promotions they want to be alerted to or when their favorite clothing item goes on sale via text, tweet, Facebook post or email. This can be a more effective sales method as smaller retailers can deliver a level of personalization and a more tailored marketing campaign to the individual consumer, IBM said.

“By 2020, big data will help increase the level of personalization, localization and other considerations that enable small businesses to enhance their presentation,” Shannon said. “Take, for example, social shopping: consumers involve friends and others, sharing and liking real-time text and photo streams during the shopping experience, and perhaps driving these participants to buy. Big data also is driving automation, creating a wealth of new smart apps and technologies able to anticipate our needs. Or it’s prompting issue-influenced decisions, where consumers consider sustainability or conservation as part of their purchase decision process.”

Moreover, Shannon said the technologies to achieve these goals for small businesses are available and more affordable than most small businesses expect. Yet, “What’s required are the smarts: knowing which questions to ask of the data and how the organization can best use what it finds. Understanding the value of big data is generating increasing demand among small businesses for insight on how to better understand and connect with consumers.”

IBM Smarter Commerce provides intelligent automation of marketing, sales, customer service and procurement to help chief marketing officers, chief procurement officers, sales, e-commerce, supply chain and customer service executives do their jobs more productively and efficiently, IBM said.


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