RETHINK Retail's Solution Spotlight: Amperity x Avanade
Shoptalk U.S. 2022 Solution Spotlight

RETHINK Retail’s Solution Spotlight: Amperity x Avanade

RETHINK Retail’s Solution Spotlight shines a light on industry vendors and what makes them distinct.

This vendor spotlight is on Amperity and Avanade.

Amperity has revolutionized the way brands identify, understand, and connect with their customers by leveraging AI to deliver a comprehensive and actionable Customer 360.

Founded in 2000 by Accenture and Microsoft, Avanade is a leading provider of innovative digital, cloud and advisory services, industry solutions and design-led experiences across the Microsoft ecosystem.

To learn more about Amperity, visit: https://amperity.com/

To learn more about Avanade, visit: https://avanade.com/

 

 

 

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TRANSCRIPTION:

Jeanne Jones:
Hello. My name is Jeanne Jones, and I am the vice president of community and customer marketing at Amperity.

 

Greg Jones:
My name is Greg Jones. I am the North America lead for retail and consumer goods at Avanade.

 

Jeanne Jones:
Amperity is the leading enterprise customer data platform, or CDP, trusted by the world’s most love brands to accelerate their shift in first party customer relationships. We deliver a unified customer profile view that fuels accurate customer insights, improves marketing performance, and enables world class, realtime customer experiences.

 

Greg Jones:
Avanade is actually a joint venture organizing that was founded in 2000 between Microsoft and Accenture, delivering solutions across the retail space, specifically advisory services, technical capabilities, and really looking at growth opportunities and innovation.

 

Jeanne Jones:
The key challenges facing retailers in 2022 are understanding the shifting customer behaviors and expectations.

 

Greg Jones:
These days, the customer has choices and options. As we all know, retailers have had to pivot to be able to really connect with their customers from an online world, and are now needing to be able to reconnect with those customers as they’re coming back with the physical realm at the same time.

 

Jeanne Jones:
Customers want to be treated as if you know them regardless of the channel, and want the flexibility to engage with a brand based on where they are contextually in the journey. These challenges are exacerbated by brands’ inability to excess, consolidate, and create an accurate view of their customer data.

 

Greg Jones:
It’s about what to do with that data as well. How to be able to really gain the insights, to be able to look at predictability and models. You start to look at the world of technology advancements and changes that have occurred around data, and that’s where certainly Avanade and our organization really look at how to be able to help retailers take hold of what that information can do to really get an understanding of who their customer is.

 

Jeanne Jones:
We also partner with industry leaders like Avanade who help scale experiential retail by ignoring the traditional boundaries of physical and digital to develop experiences that both stand alone and also connect to existing store infrastructure. This lets our clients move quickly to unlock value at the scale in this new era of commerce.

 

Greg Jones:
What we do look at is, what is the current industry challenges and pain points to are occurring at the moment? What are we hearing from customers? And mutually, what we do is sit down with Amperity and organizations to look across the ecosystem. What is happening? What are the changes that are occurring? How to be able to bring the best of Avanade, bring the best of Amperity together to be able to help solve those problems as well.

 

Greg Jones:
If we look at the work that we’ve been doing with Microsoft specifically around the Microsoft Cloud for Retail, we were definitely the launch part before that. It was also to be able to work with organizations like Amperity, to be able to come along on part of that journey with the retail cloud as well.

 

Jeanne Jones:
With new and established privacy laws and third party cookies becoming obsolete, brands need to shift their focus from relying on old methods and use their own first party data. A CDP is going to be one of the first steps of empowering a brand to do this. Brands that can gain insight to their product affinities not just at the enterprise level but at the customer level can create nimble supply chain structures based on customer demand at a very granular level.

 

Greg Jones:
Working and partnering with organizations like Avanade and also Amperity to be able to help do that means that you’re going to be able to make decisions quicker. And I really think it’s coming around to, as I said, it’s the customer, customer engagement, reigniting the physical retail. It’s being able to look at that data platform and that data estate and truly being able to grab those three, and that’s the core of what I see as being successful in 2022 and also beyond as well.

 

Jeanne Jones:
It’s an exciting time where retailers are increasingly acknowledging that the customer journey no longer has a definitive start, middle, and end. It’s a journey that never ends with connected and relevant experiences throughout. In order to do this, you need to understand your customers, and also know who your most valuable customers are so your resources are focused on those customers that will help your business grow fastest.

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