In my previous post, I explained about the importance of adapting an omni-channel strategy for your retail business. In this post, I will be delving a little deeper into one of the most important components necessary to create your omni-channel strategy: Customer Engagement.
Customer Engagement isn’t just about reaching out to your clients when it’s good for you. It’s about letting them know you are there for them 24 hours a day 7 days a week through every channel possible. It’s all about the customer and being able to supply them with the support and information they need when they need it and where they need it. It’s about developing and maintaining strong connections between your customer, the community, and, most importantly, your brand. According to a recent article in Forbes, “the real opportunity lies in understanding and delivering the engagement expectations of customers… To customers the only thing that matters is their perceived experience.”
The more you engage with your customers, the more loyal they will become and the more they will engage with your brand! All of this will eventually lead to one of the major benefits that applies to ALL retailers- more available customer behavior data. By acquiring such data, retailers will be able to transform the shopper’s experience to one that benefits all parties involved: the shopper, the retailer, and the brand.
Access to this data will allow you to gain a great deal of insights on how your customers decide to shop. You can then engage with them in a more accurate manner based on tangible evidence such as knowing who they are, what motivates them to purchase, what they are interesting in, and knowing exactly what marketing collateral you need to provide them with in order to make them feel like a valued customer.
With the plethora of big data and technological platforms in the retail industry, your options and abilities to communicate with your customers have dramatically increased.
In my work I’ve been using SimilarWeb to get competitive intelligence so I can make sure I’m always one step ahead of my competitors. I can see what campaigns and offerings my competitors are running, what market they are targeting and what their customers and potential customers want. This in turn allows me to adjust my own marketing and communications strategies to better align with those of my customers.
By analyzing competitors’ traffic sources, you can predict exactly where your potential customers are going to come from. By doing so, you can see which sites you can promote your ads on and have a higher likelihood of attracting and targeting your real audience. Additionally, you can see what your competitors are doing on social that you aren’t, allowing you to extend your opportunities of communicating with customers by branching out into new territories.
Both of these products enable the retailer and brand to provide their customer with an omni-channel experience. Discover what your customers are doing across all channels, as they need you to understand this in order to deliver a seamless and integrated shopping experience. No matter how you connect or how you use your data to engage, the efforts put into customer engagement lead to happy customers, which in turn, lead to higher sales. So the next time you don’t feel like saying “Good Morning” to your favorite clients, think twice, because your competitors may be doing just that.