Data-driven marketing: the new strategic lever for retail

In a market where consumers are increasingly demanding and well-informed, marketing can no longer be generic.

The real challenge is to personalise the shopping experience and engage customers at the right time, with the right message. To do this, one essential ingredient is needed: tools that allow you to connect with the consumer through relevant, timely communication.

Accurate, up-to-date, centralised data. Data that speaks—telling the story of customer behaviour, preferences, and desires. It’s on this kind of insight that effective marketing is now built.

The time for mass promotions is over. Success today depends on targeted initiatives—activated only if, when, and where they are truly needed.

.one Retail: the data-driven marketing solution by Aton

As part of our ongoing journey of innovation, we’ve designed a platform that supports retailers in managing the entire store and developing truly effective marketing strategies: .one Retail.

A unique, modular, integrated, web-based platform where all data is collected, certified, and managed in a single database. It can be seamlessly integrated with the leading CRMs on the market, providing a clear and comprehensive view of the customer and their habits.

Customisation meets artificial intelligence

Thanks to an advanced promotional configurator, it’s possible to design complex rules that trigger specific promotions based on events (e.g. payment method, spending threshold, product category), customer targets, or purchasing behaviour. Not just discounts, but also points, coupons, gifts, and push notifications — all managed from a single environment.

.one Retail also makes it possible to:

• create dynamic customer clusters, manually or automatically, based on demographics, preferences, and behaviours
• launch omnichannel campaigns via email, SMS, and in-app notifications
• send targeted coupons to increase store visits, promote specific products, or enhance brand visibility

Each promotion can be linked to precise rules, automatically triggered by the system when specific conditions are met.

Loyalty building: from sign-up to first purchase

The customer profile is built and enriched from the very first contact: through online or in-store registration, delivery of a fidelity card (digital or physical), or participation in events.
The data collected is verified via OTP, notifications, and address certification systems (using Google APIs).

All this feeds into a real-time, reliable and actionable database.

Why is this important?
Because bad data costs. A poorly targeted promotion wastes resources and an unengaged customer is a lost opportunity.

.one Retail offers a centralised ecosystem to:

• manage promotional activities quickly and consistently,
• target customers precisely,
• track consent and data in full compliance with privacy regulations,
• launch marketing initiatives from a single control panel, across all channels.

Centralisation leads to efficiency, speed, fewer errors, and greater value. It’s a strategic lever for today’s and tomorrow’s retail.
And you? Are you ready to rethink your marketing through a data-driven lens?