Smart retailers are keeping track of IP data to create brand differentiation with more personalized experiences, better messaging, and increased sales. The entire retail industry recognizes the need to use buyer data to provide customized advertisements, better targeted messaging, and customer rewards.

The retail firms are overburdened with massive amounts of customer data from varied sources. In the process, often valuable information that could use for deriving more aware customer behavior insights is sometimes missed. Keeping track of internet protocol (IP) data will ensure better messaging, along with a boost in sales.

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Nearly all of the digital touchpoints leave behind fingerprints. Most customers trust brands with personal data. Putting all these touches together defines an individual customer’s entire journey. Marketers need to analyze this information to give valuable clues to the personalized messaging that will drive engagement. As confirmed by Accenture, there is $2.95 trillion of potential profit at stake for retailers wishing to personalize customer experiences by 2025. However, there are high chances that the business might have thrown that valuable data away as a result of the ineffective management of IP data. The term “data exhaust” accurately describes the situation where companies miss out on essential data because they assume that they provide no clear value to their core business.

Even though the retail industry has realized the importance of IP data in today’s world, a large number of them are dumping this precious resource. They need to recognize and adapt IP data to set the brand apart. Delivering personalized target messaging is often about responding to consumer touchpoints. These small online interactions or touchpoints help a company understand who the customers are, and what they might be looking for.

While most retailers overlook the power of IP data, smart retailers continue collecting and capitalizing on this critical data to boost sales in the long run. But, all this depends on a lot of factors like relying on custom targeting by device, with online video ads served based on a particular user’s connection speeds. The geolocation data provided by IP-enabled Wi-Fi connection will help marketers to create ads that are delivered consistently across channels and devices.

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Leveraging IP data allows retailers to customize content, promotions, language, currency, products, and more. IP data also will help brands to enhance the shopping experience by tailoring the website to create an instant connection that will ensure quicker search results. Location-based IP data enables advertisers to anticipate and cater to the needs of foreign visitors to country-specific sites. Geolocation data gives a chance for marketers to identify and better comprehend the regions of high customer engagement for software downloads, app installs, or other conversions. Based on such inputs, the website can be altered for the significant chunk of visitors coming on the website.

Data will increasingly gain more importance, as better technology will lead customers to raise their expectations regarding better brand communication. With increasing globalization,  brands are more discoverable, there are no “local” or “international” customers anymore. Using IP data to deliver personalized messaging to all customers, irrespective of location, amounts to mimicking a personal interaction, even if they’re halfway around the globe.

Those personal connections mean more impressions, more conversions, and, ultimately, increased sales.

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