Do you have a clear picture of your customers?
Many FMCG brands rely on traditional retail data to assess their performance against competitors, but without access to customer information, they miss the chance to re-engage and explore the deeper motivations behind shopper decisions.
This overdependence on retail data providers creates worrisome data gaps in your understanding of customer behaviors and motivations since retail data are often non-standardized, generic data.
This lack of specificity means you’re relying on broad trends instead of actionable insights tailored to your brand.
For example, you might know which product category is performing well in general, but not why shoppers are choosing it—or bypassing your brand altogether.
Without granular, first-party data, such as purchase histories or customer feedback, you miss opportunities to address unmet needs, personalize marketing efforts, and build loyalty.
Ultimately, this leaves you vulnerable to your competitors who are using more precise data to capture and keep customers more effectively.
To bridge these gaps, it’s essential to collect first-party data, allowing you to gain a comprehensive view of your customers.
Ignoring this critical information that comes directly from your actual paying customers—such as individual purchase history preferences, demographics, and product experiences—means missing valuable insights that can improve your marketing campaigns and deepen customer relationships.
The Limitations of Traditional Retail Data
POS systems reveal what sells but not why.
Given the fierce competition in the FMCG space and many factors influencing consumer choices, gaining insights directly from your customers is crucial.
This allows you to tailor your marketing efforts to effectively resonate with them and drive repeat sales.
Let’s say you’re a shampoo brand, the friendly SKALE chatbot will help you identify who bought your product but also why—whether it’s price, ingredients, branding, or a specific need like dandruff control.
Another critical data gap arises from retail data’s failure to tap into the rich customer behavior insights embedded in individual receipts.
They hold detailed information about specific items bought, including brand choices, size, and quantity, allowing your brand to identify which products are often bought together to enable cross-selling opportunities.
The SKALE Solution: Real-Time, First-Party Data Capture
SKALE offers an engaging first-party data collection process that beats traditional retail data insights.
Picture this: every time you conduct a quick survey; you reward your shoppers. They simply scan a QR code or click a link, and right away, they’re greeted by a friendly chatbot eager to capture their feedback.
Then, they’re invited to upload a receipt for a chance to play a fun game and win a prize, such as a digital voucher for a discount on their next purchase.
It’s a delightful exchange that your customers will appreciate, all the while you gain valuable insights into their buying habits and preferences, as well as their contact information!
