Wednesday, October 26, 2011
Retailers interact with customers in ways unlike any other industry. Whether through email coupons or face-to-face interactions at the register, you have more customer data sources to consider than most other marketers. But online and offline marketing still remain disconnected, leaving additional opportunities for increased transactions untapped. At the same time, consumers can become frustrated or feel undervalued when their interactions with a brand aren’t appreciated or cohesive.
Plain and simple, consumers’ offline shopping behavior deserves as much attention as their online shopping behavior. In a world where 93% of online consumers are email subscribers1 and 89% of US online consumers aged 15+ own a cell phone2, retail coupons and receipts given at POS continue to remain unlinked to online versions. When’s the last time YOU kept a receipt from the corner drug store?
Retailers can make quick wins by capturing information electronically at POS to use as follow-up and remarketing material later. This includes:
- Emailed receipts
- Reminder emails for unused coupons
- Customer satisfaction surveys given online rather than by phone via in-store receipts
- Apps that reward mobile subscribers with exclusive coupons and archived transaction information
With ExactTarget’s real-time capabilities, you can respond to customer needs through any channel as consumers are conversing about your brand.
And don’t forget about today’s most popular social media tools like Foursquare and Twitter! Encourage your sales staff to connect with shoppers who have “checked in” to your store or respond to Tweets in real time. With Pulse, gathering the information in one place as its happening is finally possible. With a single glance, you’ll be able to quickly assess the state of all interactive messages, conversations, and campaigns—in real time.
This is just one of three great tips from the 3 Quick Wins for Retail Success across Email, Mobile, Social, and the Web guide. Be sure to download the whole guide for more retail marketing quick wins!