Friday, August 10, 2012
The acquisition of customer information, fans, subscribers, and followers is fundamental to the success of any digital marketing strategy. However, if you’re like most businesses, you’re probably missing valuable opportunities to acquire new email subscribers, mobile subscribers, and social advocates. And, each missed opportunity can lead to one less conversation and one less purchase.
In analyzing research gathered during Retail Touchpoints Exposed, we found most retailers are lacking in their ability to use all forms of communication from the Internet to in-store to acquire new subscribers and/or customers.
To determine where your brand ranks, ask yourself these questions:
- Do you promote digital engagement in-store? This could include posting opportunities for email opt-in, your website URL, Twitter handle, etc.
- Are you asking for customers’ email addresses at the point of sale? We found that fewer than half of the top retailers were!
- Do you have an email opt-in form on your website? How easy is it to find, and how quickly can someone complete it?
And perhaps the most important question of all—what are you doing with the data you’re collecting? If you aren’t utilizing it to drive a more personalized, relevant customer experience, you’re missing the biggest opportunity of all.
If improved customer acquisition is a priority for your business, the best place to start is by analyzing where your consumers are already engaging with your brand. Then, determine how to enhance the customer experience and drive interactive engagement.
Tip 1 : Promote your website URL, email opt-in, SMS messaging programs, social channels, and more within your store, specifically at places where consumers are waiting (e.g. near the check-out).
Tip 2 : Evaluate if collecting data at check-out is right for your business (via sales clerk, SMS capture, etc). Whether you collect personal data or geographic data, it should lead to more personalized communications—if it doesn’t, you’re just inconveniencing your customer with a lengthier transaction process.
Tip 3 : Offer to send in-store receipts to consumers via email. This is a great way to provide value and added convenience to your customers’ shopping experience, plus it gives you an opportunity to gain feedback, promote special offers, and drive web traffic. Not quite ready for digital receipts? Then focus on including a digital call-to-action on your in-store receipts to encourage further brand interaction.
Tip 4 :Make your email opt-in form easy to find on your website.
Tip 5 :Request only the data that you plan to use—and actually use it! If you request a name and zip code, use personalization and geographic segmentation to make your messages more relevant and engaging.
Tip 6 :Communicate the value of what you’re offering up front—make sure your customers know why they should provide you their information.
Tip 7 :Take advantage of your consumer’s down-time and promote your mobile and social programs across all of your commonly-used mediums—in-store, print, TV, display advertising, etc.
Tip 8 :Include an email opt-in form on a Facebook timeline tab and follow the same principles as you do for your website opt-in form.
Your customer relationships are your most valuable asset. Don’t miss the opportunity to engage with customers and build a brand experience that drives loyalty.
Learn more about changing your marketing programs with Acquisition, On-boarding, Re-engagement, Cart Abandonment here,