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Integration between Qapla' and Connectif: interview to Andrea Di Palma - New Customer Journey personalization opportunities

The integration between Qapla’ and Connectif: interview to Andrea Di Palma

Reduce the distance with customers by offering emotionally engaging experiences tailored to their needs. The integration between Qapla’ and Connectif multiplies the Customer Journey personalization opportunities. Let’s talk about it with Andrea Di Palma, CEO, Connectif.


The space dedicated to the industry expert

Andrea Di Palma

CEO, Connectif
DIscover Connectif

1. How do you think AI can change a customer's journey? Could you provide a practical example?

Through AI, we’re not just selling products; we’re building relationships. By leveraging insights from data about customers, AI plays a key part in enhancing the customer journey, fostering loyalty, and transforming eCommerce as we know it.

How does it do so? Let’s put ourselves in the shoes of Sarah, your everyday shopper, who is on the hunt for a new laptop. Now a laptop isn’t something you purchase very often, so Sarah’s going to have to really think about what she’s after to make sure she gets the right laptop for her needs.

As she browses an online electronics store to check out her options, behind the scenes, AI algorithms are hard at work, tailoring product recommendations based on Sarah’s real time behavior as she navigates the site. Despite being impressed by the personalized suggestions she sees appearing before her eyes, Sarah’s still not fully convinced. Just as she’s debating whether to leave the site and look elsewhere,  an AI-powered virtual assistant pops up, offering valuable advice in a conversational manner, helping her towards making an informed choice.

With the laptop now in her shopping cart, Sarah’s about to check out when she spots a sweet deal: 10% off her first purchase if she signs up to their mailing list. Nice! She signs up for her discount, places her order and leaves the website excited for her new laptop to arrive. But, as the best brands know, the customer journey doesn’t end once a purchase has been made. In fact, it’s only just getting started. 

In this case, AI springs back into action as it sends timely delivery updates to her preferred channel, together with personalized recommendations based on what other customers bought along with the same laptop. This way, Sarah can relax knowing her order is in safe hands and will be with her soon, and can even check out complementary items for her new laptop while she waits! 

This is a simple yet realistic example of AI’s mission to be emotionally present throughout the customer journey, not just to sell products, but to build long-lasting relationships.

2. What do you think could be the key touchpoints to retain a customer and drive to repurchase?

When considering the key touchpoints to retain a customer and drive repurchase, it’s essential to prioritize the Customer Journey from the very first interaction. First impressions matter significantly. Ensuring that the initial experience with a brand is seamless and positive sets the stage for a lasting relationship. Building a reputation for reliability and exceeding expectations is crucial in establishing trust and loyalty.

Continuing the conversation with customers based on the insights we gather about them is paramount. Personalized messaging and content tailored to their preferences ensure that they feel valued and understood. Being present and available when they need assistance or have questions further strengthens the bond between the customer and the brand.

The concept of “Customer Care is fundamental. It involves not only meeting but also surpassing expectations consistently. This includes soliciting feedback post-purchase, facilitating easy returns, providing exclusive offers, and expressing gratitude for their purchases. These actions demonstrate a commitment to customer satisfaction and reinforce the brand’s integrity.

Optimizing the post-purchase experience across channels is also critical. Utilizing real-time data to deliver contextual and relevant messaging, offering product recommendations, and facilitating cross-selling opportunities contribute to enhancing the customer journey and driving repurchase.


Ultimately, by focusing on these key touchpoints, eCommerce businesses can cultivate long-term relationships with their customers, leading to increased retention and loyalty over time.

3. How important are data study and predictive analysis in anticipating customer behavior?

When someone makes assumptions about you, it can be frustrating, right? That’s because they’re often based on incomplete or inaccurate information. Similarly, for online shoppers, receiving irrelevant or poorly targeted messaging can lead to frustration and disengagement.

Data study and predictive analysis are incredibly important in anticipating customer behavior for ecommerce businesses. These tools provide valuable insights into customer preferences, tendencies, and patterns, allowing companies to tailor their strategies and communication efforts accordingly.

Connectif - Customer Data Platform - integration with Qapla'

Predictive analysis enables businesses to anticipate customer behavior by leveraging data on factors such as propensity to purchase, customer lifetime value (CLV), churn prediction, expected product purchases, discount utilization, and optimal communication timing. By understanding these metrics, businesses can tailor their marketing efforts to meet customer needs and preferences more effectively.

For example, Connectif includes a Data Explorer tool which offers a multi-dimensional analysis approach, allowing marketers to extract deeper insights and uncover unique perspectives that may not be apparent through conventional methods. By delving into these insights, marketers can develop innovative strategies that set them apart from the competition and create more meaningful connections with their customers.

Focusing on the same data as everyone else can limit the potential for innovation in marketing strategies. By adopting a Data First” approach and exploring new perspectives and insights, businesses can unlock powerful opportunities to drive growth and enhance customer engagement.

4. How developed do you think customer journey customization is in the current eCommerce scenario? Which are the most advanced sectors?

In the current eCommerce landscape, Customer Journey customization varies in its level of development across different sectors. However, there are overarching challenges that many businesses face in optimizing the end-to-end customer experience, regardless of their sector.

The customer journey can be seen as a continuous cycle that starts from the moment a customer becomes aware of a product or service and extends through the purchase process, delivery, post-purchase support, and beyond. While there are numerous tools available to address specific phases of the customer journey, such as order delivery, search assistance, and communication channels like WhatsApp, the proliferation of these tools often leads to siloed approaches.

Many eCommerce businesses find themselves in a “multi-channel” phase rather than progressing towards an “omnichannel” approach, where the customer experience remains consistent across all channels and touchpoints. This fragmentation creates complications and costs for businesses, hindering their ability to optimize the customer journey effectively.

One of the primary challenges lies in harmonizing data from various tools and channels to gain a comprehensive view of the customer journey. Without a centralized hub or Customer Data Platform (CDP) specifically designed for eCommerce, businesses struggle to integrate and analyze data in real-time, limiting their ability to be proactive in their marketing efforts.

Regarding the most advanced sectors in customer journey customization, there isn’t a specific industry that stands out. Instead, it depends on the tools and technologies that companies within each sector adopt to enhance their customer experiences.

However, what’s clear is that businesses that can focus their efforts on every phase of the customer journey, covering every touchpoint in real-time, and integrate all necessary tools into a centralized hub like Connectif, have a significant advantage. By doing so, they can break down barriers, create cohesive experiences, and leverage data-driven insights to drive customer engagement and loyalty effectively.

5. How does Connectif work? Can you share a success story?

Connectif operates as the eCommerce marketer’s ultimate ally, empowering them with unique data-driven insights from all data sources (eCommerce, offline store, channels, extensions, custom events etc) and the power to automate real-time omnichannel actions to craft seamless and captivating customer experiences across diverse channels, from emails to SMS, push notifications, and pop-ups, ensuring a unified and context-rich experience for any customer on any channel.

What sets Connectif apart is our unrivaled commitment to hyper-personalization. Leveraging our specialized eCommerce Customer Data Platform (eCDP), marketers can delve deeper into each customer’s preferences and behaviors, enabling real-time customization of interactions. Whether it’s converting anonymous visitors into loyal customers or nurturing existing relationships, Connectif helps marketers excel at driving meaningful engagement at every touchpoint.

Moreover, our Data Explorer which includes hundreds of metrics like RFM and CLV, equips marketers with invaluable insights into customer patterns and future behaviors. This enables them to make informed decisions aimed at optimizing retention and maximizing customer value over time.

workflow for cart recovery - Connectif - integration with Qapla'

But don’t just take my word for it.

Take Levi’s, for instance, whose tracking of online traffic was revolutionized by Connectif, helping them to identify and understand their anonymous users and take strategic action in real time, which led to a 45% increase in their subscriber base.

And then there’s Acer, who achieved a 13% increase in sales through Connectif’s potent combination of the stored purchase history of all clients and personalization prowess to provide tailored product recommendations for their online shoppers.
In essence, Connectif isn’t merely a platform – it’s a catalyst for transformative, omnichannel customer experiences and unparalleled marketing effectiveness.

6. Let's talk about the integration between Qapla' and Connectif: how do you think the two solutions can enhance the customer buying experience?

As I mentioned previously, one of eCommerce’s biggest challenges lies in harmonizing data from so many different tools to gain a comprehensive view of the entire customer journey. The integration between Qapla’ and Connectif is a perfect example of how to combine the forces of two essential tools for eCommerce in order to gain a unique vision of the customer journey that provides eCommerce marketers with a significant opportunity to enhance, in this case, the post-purchase experience. 

From informative email notifications to order status updates via SMS, push notifications, and WhatsApp, the integration between Connectif and Qapla’ ensures that every touchpoint between a brand and its customers is relevant, timely, and memorable. Another standout feature of this integration is the ability to hyper-personalize interactions in real time. For example, eCommerce businesses that send order updates via Qapla’ can now customize the tracking landing page with all types of content based on customer data collected in Connectif, such as personalized offers or complementary product recommendations (like the case of Sarah) to encourage repeat purchases and foster loyal, long-term relationships.

7. What do you foresee as the next future trends in terms of the customer journey?

At Connectif, we are committed to staying at the forefront of these emerging trends, empowering businesses to navigate the evolving landscape of the customer journey with confidence and agility. We strive to provide our clients with an all-in-one marketing automation platform that truly serves every want and need of their marketers and eCommerce managers, especially those looking to “break the marketing mold” with the latest technologies, AI and data.

As you can imagine, that means we are always on the lookout for new ways to further empower our clients, so here’s just a few of the future trends we’ve got on our radar at the moment:

  • Consolidation of Platforms: In the dynamic eCommerce sector, we anticipate a significant consolidation of platforms. Numerous tools and players will either be absorbed or fade away, leading to the rise of all-in-one solutions modularized under single brands. This consolidation aims to simplify the plethora of silos I mentioned earlier that marketers currently navigate on a daily basis. By streamlining platforms, we will be able to further empower marketers with a comprehensive, global view of their operations, making their lives easier and enabling more strategic decision-making.
  • Conversational Commerce: As AI-powered chatbots and virtual assistants continue to evolve, conversational commerce will emerge as a cornerstone of the customer journey. Customers increasingly prefer natural language interactions when engaging with businesses. Whether it’s to inquire about products, place orders, or seek assistance, conversational AI will play a pivotal role in providing real-time support and personalized recommendations. By harnessing the power of conversational commerce, we can enhance the overall customer experience, fostering deeper connections and driving conversions.
  • Social Commerce: The fusion of social media and eCommerce will continue to blur the lines between social networking and online shopping. Social media platforms are evolving into robust shopping destinations, influencing purchase decisions like never before. Businesses must integrate social commerce features seamlessly into their customer journey strategies to capitalize on this trend. By leveraging social media’s pervasive influence, we can effectively engage with customers where they spend a significant portion of their time, driving sales and brand loyalty.
  • Deeper Predictive Analytics and AI-driven Insights: The future of the customer journey lies in predictive analytics and AI-driven insights. Businesses will increasingly rely on these technologies to anticipate customer behavior and preferences. By analyzing vast amounts of data in real-time, we can proactively optimize the customer journey, delivering personalized experiences that resonate with individual needs and preferences. Through the power of predictive analytics and AI-driven insights, we can help marketers stay one step ahead, shaping the customer journey in meaningful ways and driving long-term customer satisfaction and loyalty.

The key here is to embrace these future trends, not fear them. By embracing consolidation, conversational commerce, social commerce, and predictive analytics, we can help eCommerce businesses to unlock new opportunities for growth and innovation, driving new levels of success in the age of AI.

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