Our MD, Adam Oldfield, recently spoke with Studio JC on the topic of marketing automation, and offered his insight into how it can boost online sales, store visits and customer loyalty. If you missed the article, you can catch up on it here…
There’s a real change in mindset happening for retailers and eCommerce marketers to connect with consumers more effectively.
Buyers hold the key to purchasing patterns, and are using tech to gain product insight, advice and support through preferred channels – whether social media, email, SMS or direct mail.
So, it’s down to retailers to trust marketers to unlock crucial buying habits through personalised, ultra-relevant conversations, and glean the right information to improve communications.
1. Understanding customers online
There’s no doubt eCommerce outlets must nurture audiences to enjoy repeat purchases and attract new customers. However, they can’t simply rely on old-school methods such as cart abandonment emails and batch-and-blast style email comms.
Yes, it’s good for marketers to find out where a person’s journey ended, but it no longer tells the full story. For example, customers might not have bought what was in their basket because they didn’t like it, so simply replaying that back is counter-productive.
Brands now need to deliver rich content quickly – and at the right times – to steer consumers towards a sale. And, that’s where marketing automation can be influential.
2. Using insight
Retail comms professionals now have the capabilities to analyse key data such as attitudinal behaviours to make more informed decisions. Insight such as audience segmentation reporting should now be a marketer’s new best friend too.
The deepest secrets are given away within a consumer’s browsing engagement – such as what their budget is. To not collect, and store, this data is ludicrous.
Recency, frequency monetary models alone simply do not give a strong enough insight into the user’s buying habit, but this – alongside attitudinal behaviours – helps target the contact with hyper-personalised content, fuelling retention in a competitive retail space.
3. Focusing on strong buyers
Lead scoring should also be a consideration when learning more about buyers. This intelligent tech tool can compare data to determine who the highly engaged shoppers are, and how to deliver more focused communications.
A lead score should enable organisations to understand the audience more, and identify areas of weakness and opportunity, as well as recognising the difference between sending the right message at the wrong time, and vice versa.
4. Knowing what the customer needs
People want to be listened to, therefore it’s ineffective to send comms for products they would never buy – they’ll soon tune out because they’re not being understood.
The key is for eCommerce marketers to tell shoppers what looks or feels good. By being a leader, a retailer can produce killer, engaging content consumers want to digest.
Of course, this is very ‘perfect world’, but automation has smart qualities to utilise. It isn’t just about sending a personalised email – it’s adopting a significant mindset in order to create a seamless customer journey.
Marketers are a retail business’s barometer. And, by using automation’s plethora of information, they can connect with audiences on a deeper level.