Thursday, January 24, 2013
Leverage the data you gathered this holiday season to build long-terms relationships with your shoppers!
Now, the “getting to know you” process begins with these thousands of new customers. With each click, these shoppers are giving you access to their thoughts and buying habits. Each product viewed, description clicked, shopping cart filled, and item purchased gives you insight into each unique shopper’s wants, needs, preferences, and lifestyles.
And just like an enamored suitor who wants to continue the courtship, using what you know about each customer to speak directly to them will help build a 1:1 connection far after the holiday rush. Your most loyal customers are your most profitable ones. Utilizing personalization and segmentation strategies, retailers can leverage all of the data being collected during the holidays to turn these holiday flings into lasting relationships.
So you might ask... how do I get started in building this long-term relationship with my customers?
iGoDigital, an ExactTarget Company, are experts in helping you create these long-lasting relationships with your customers by leveraging the powerful data you probably already possess -- along with the "Building Blocks of Personalization."
These Building Blocks of Personalization are:
Collect Rich Data. No doubt, you’ve collected email addresses along with purchases and the influx of holiday traffic has given you the opportunity to grow this database exponentially. Now it’s time to see how to take that a step further.
- Customize the Onsite Experience Based on What You've Learned. Having the data is great. Now it’s time to use it. Leverage what the individual has told you to develop customized site content. A shopper’s historical behavior is the greatest predictor of future activity. Use what the individual has told you in the past to deliver site content that the individual is likely to act on. Learn some ways you can personalize your site content.
- Tailor Your Marketing to Each Individual Customer. The next step is to re-engage shoppers long after they’ve left your site. Use the data to tailor email messages or other marketing campaigns specifically to the individual. Learn some innovative ways to deliver direct-to-shopper personalization.
The holiday season has likely introduced your site and your brand to hundreds or thousands of potential loyalists. Don’t miss the opportunity to turn your big data into big opportunity.
Use the data you’ve collected about your customers throughout the season to turn that casual contact into a long-lasting and profitable relationship. Interested in learning more about the strategies mentioned here?