Any marketing activities should be based on some kind of data. From tracking systems that monitor sales journeys to the steps we take online to find what we are looking for, many businesses now rely on data analysis of customer patterns and machine learning in order to offer a more personalised approach to selling their products or services.
More so now than ever, consumers are becoming frustrated when they are not served with content or buying recommendations that don’t fit their personal interests or requirements. With customer loyalty no longer easy to obtain, due to the sheer number of choices across all types of products and services, it’s now tougher to maintain customer attention. Overall, personalisation has been recognised to boost productivity and customer retention.
Data – how to collect it and what to do with it?
When considering collecting information, there are many ways to capture it including primary sources such as customer submitted information like registration forms and similar resources. Once you have the initial information from your customers, you can then continue to track the purchase cycle of each customer and the activities they perform on your website. Cart abandonment or frequently viewing but failing to purchase particular products might require some interjection from the brand, in order to push them to complete the purchase. This could include creating time-sensitive offers, email offers, retargeting or creating content that promotes the benefits of the popularity of the product in relation to their interests or events which they would be interested in.
Adding value to the customer
Ensuring that your customer feels valued is crucial to boosting the amount of time that they will spend interacting with your brand or on your website. Brand loyalty should be recognised, rewarded and nurtured in order to build brand advocates. Loyalty schemes are a great way to encourage your customer to return to your time and time again.
Proven by big name brands such as Boots, who have a points system which not only reward but also customises the experience, ensures that their customers choose them over other high street stores offering the same products. Even though a product may be of a cheaper cost at a rival store, the attractiveness of boots points and rewards can encourage customers to return to Boots over other stores. Not only do customers collect points which are easily redeemable, the card also gathers a wealth of data about customers, their buying habits and demographics. Boots then tailor offers to fit the customer buying habits, creating a more personalised shopping experience and offering discount vouchers on their favourites brand and products, serving as both reminders and driving urgency to purchase.
If your brand still hasn’t found a methodology to provide a more personalised service, now is the time to start. Even gathering customer details and sending customised emails or mail, is a great place to start. Testing the best approaches for engaging with your customers will allow you to build a strategy that focuses on the correct channels and content in order to yield the best engagement and customer satisfaction.
If your marketing efforts need an overhaul or you need help in personalising your brands experience, get in touch with Absolute DM today!