An interest in psychology combined with over 15 years in the retail industry has led to a pursuit of what she dubs ‘the psychology of shopping’. An aficionado in the art of storytelling and a lover of PowerPoint, let’s find out more from our Client Director Nicki Davis.
What brought you to Starcount?
Having spent well over a decade in customer insights, the opportunity to work alongside Edwina and Clive was a no brainer! I have always loved this industry and the ability to link data and science to human behaviour – using this to transform traditional retail is hugely powerful. Working in a hands-on environment is really important to me too, it means you never stop learning.
Tell us more about what your role is at Starcount.
As a Client Director at Starcount, I lead one of our largest retail engagements. My role is to help my clients best use customer insight to drive performance in their organisation. Starcount adds a wealth of expertise as we work with both transaction data as well as social data meaning we can understand both the breadth and depth of customer behaviour for our clients. We have several products that allow us to use social data and match it with customer data but where I feel we truly add that deeper layer of value to clients is from the data science and the experts in our business taking those insights and helping our clients do something useful with them. We have recently been changing the game for one of the biggest retailers in the UK helping them understand what the right offers are and for what customers which saw them increase sales by nearly 1.5 million in just a month!
What did you want to grow up to be when you were younger?
I wanted to be a psychologist! I have always been fascinated by the way people behave and why. I now consider what I do in my career as the ‘psychology of shopping’ so I have managed to bring at least some part of that dream into my daily life!
What has been the best moment in your career to date?
I have spent the last 6 years living and working in Cape Town, South Africa, working with one of the biggest grocery retailers. This became one of the most challenging and rewarding times of my career. I arrived thinking I knew a lot about customer behaviour but very quickly realised that I was only scratching the surface! The wealth divide and huge diversities that exist in South Africa is a world away from the European clients I had been used to. It meant that often our analytics had to adapt to fit this, there was no one size fits all.
What are you passionate about?
I have a very real love of PowerPoint – not many people say that I know!. It actually taps into my creative side. A huge part of success in my role over the years is the ability to story tell through data and I use PowerPoint to do this. Creating engaging visuals in presentations helps to translate very complex insights and methodology into something impactful and useable by clients. Ultimately, that’s what drives results. Without action, the insights are just a ‘nice to know’.
What advice would you give to those looking to follow in your footsteps?
Stay curious. There’s never just one way of doing things. The ability to think outside the box and view customers differently means your thinking won’t grow stagnant. Technology continually disrupts the retail landscape and customers adapt as a result, by constantly being inquisitive and asking questions means you can support your clients in staying ahead of the game.
What do you think gives Starcount a competitive advantage in the current market?
Our advantage exists in both the way we work with our clients as well as the data we have available. We are an incredibly agile business meaning we can creatively solve client problems. We make sure the customer is at the centre of everything we do. Starcount’s unique ability to combine consumer passions from social data with a client’s transaction data results in a far more powerful view of customers. It means we are one step further in driving emotional loyalty which far outweighs transactional loyalty in terms of the value it delivers for both brands and consumers .