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NCR Pushes Personalization To New Heights With Launch Of Preference Manager Solution

Expanding the trend of personalization across all channels of retail, NCR Corporation added a new ‘P’ to the discussion with the introduction of NCR Enterprise
Preference Manager
earlier this week at NRF’s Big Show.

Focused on fostering a more personalized shopping experience, the new solution enabled retailers to provide an online portal through their web site for customers to manage their shopping experience based upon their declared preferences and presence in a retailer’s channels.

Consumers can select from a variety of preferences, including how they receive communications, when, where and how they get offers. For example, they can indicate they would like to receive communications via text message, in different languages or a preference to receive their receipts digitally.

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The NCR Enterprise Preference Manager is designed to enable retailers to respond to the consumer’s declared preferences and dynamically adapt to their needs through synchronized, multiple channels (kiosks, point-of-sale terminals, web and mobile devices.)

Marketers can capture and use consumer preference information across all channels and co-create a shopping experience with customers, promoting more relevant, highly-personalized offers and a converged retailing experience, where consumers can start transactions in one channel and complete them on another.

The NCR Enterprise Preference Manager features learning technology that automatically adapts to a consumer’s shopping history. It also rapidly integrates with a retailer’s existing loyalty or Customer Relationship Management (CRM) software, including the NCR Advanced Marketing Solution, extending the functionality of existing business software and safeguarding technology investments.

“Preference management puts consumers in control,” said Mike Webster, VP & General Manger of NCR’s retail and hospitality line of business. “Those retailers who offer a converged experience across channels are able to remove silos between physical and digital retailing. They can then deliver the relevant and personalized offers that consumers want.”

The Enterprise Preference Manager is part of the NCR c-tailing solutions, a set of software and services designed to enable retailers to offer consumers greater personalization and consistency across channels, such as the Internet, mobile devices, social media and in the store.

In launching the product, NCR cited a Forrester Research report from July 2009 titled, “Marketers: Stop the Abuse! Adopt Preference Management,” which supports the need to offer consumers the ability to manage communications preferences. According to the report, 77% of consumers feel that companies should let them decide how they can contact them. The report also states, “Consumers want control and they are increasingly accustomed to getting it.”

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