What will be the big trends for data-driven marketing in 2015?

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In 2014 online retail sales in the UK rose by 15.8% in 2014 (fetching a healthy £45 billion ). In 2015 this figure is expected to grow even further, increasing a burgeoning part of the UK’s economic recovery.

This rise in sales is not just due to global economic factors technology advances in data-driven marketing, mobile and in-store technology have truly transformed online storefronts and the local high-street.

2014 was certainly the year when multi-channel, data-driven customer engagements truly began to show tangible results. Behavioural and automated data solutions have allowed retailers to customise offers in real-time when shoppers are online, increasing potential sales tremendously.

Looking ahead

In 2015 multichannel will continue to evolve with the blurring between offline and online strategies and key trends to look out for include interactive shop windows, automated personalisation and back-office innovation.

One area that has not quite reached its full potential is in-store use of wearables and low energy Bluetooth devices such as iBeacons to increase sales. While these innovations have shown promise in what they can deliver in terms of targeted, location-based marketing services such as coupon promotions, we have yet to see marketers truly take advantage of its capabilities in the UK.

In 2015, retailers need to focus on leveraging new platforms to get the most out of social selling, wearables and interactive shop window experiences. At the same time they should jealously guard the customer relationship from tech giants like Google, Facebook and Twitter.

In addition, one of the hottest trends will be in back-office innovation. It may not be everyone’s idea of ‘sexy’, but an upgrade of the back-office is a vital part of improving front-of-house interaction.

Looking ahead to 2015, these are the key innovations that ........

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