9 Steps to Winning the Customer Acquisition Challenge
In order to drive purchases—and, eventually, repeat purchases—retail brands need more customers opted in to receive their communications. But often brands don’t maximize their in-store and online acquisition channels.
Similarly, brands face increased challenges as they acquire new opt-ins—namely, excessive data and a decentralized view of the customer. Brands that fail to meet these challenges can miss valuable opportunities to acquire new email, mobile, and social listeners, and communicate with each person on a one-to- one basis according to their preferences.
If customer acquisition is a priority, begin by analyzing the places where customers are already engaging with your brand. Then, determine how to enhance those experiences and drive interactive engagement with new tools and techniques. Here are a few ways to improve your acquisition strategies:
- In Stores. If your brand has brick-and-mortar locations, capitalize on this valuable touchpoint. Take advantage of the precious time that shoppers are spending in your stores, and promote opportunities to interact with your brand again after they exit.
- Offer email receipts to every shopper. Many brands still aren’t leveraging the e-receipt’s possibilities, from adding a shopper to your email database to making a note of which store is a shopper’s favorite (and tailoring special offers to that store).
- Can you ask for personal data at check-out? If so, use this data to personalize communications and begin your welcome communications right away—not just to make the transaction process lengthier.
- Which products are similar to a shopper’s purchase? Which items are frequently found in carts alongside a certain item? Add product recommendations to e-receipts and physical receipts to encourage each shopper to reengage.
- Online. Be respectful of customers’ time, and recognize that customers want different things from different channels. Use each channel’s strengths and maintain a common view of each customer.
- Always optimize acquisition forms for mobile. If a customer is on a tablet or smartphone and can’t fill out your form quickly and easily, you’re sure to lose the opt-in.
- Mobile optimization. Customers are increasingly researching products via mobile device while in stores (in retail circles, the practice is called showrooming), so be sure that individual product pages are mobile-optimized, as well as your email design.
- Make your preference center easy to find and navigate. Give people the option to explicitly tell you about their interests, and use that data to provide personalized content and product recommendations.
- Give customers a chance to voice their opinions through a one- click recommendations feature. Do they own, love, or hate a recommended product? This explicit, customer-given feedback is then added to their individual profile to help power future recommendations and email triggers.
The Bottom Line
If you want to grow your subscriber database and place more excellent shoppers into your sales funnel, your customer relationships are your most valuable asset. Don’t miss opportunities to engage with them again by forgetting to ask for more information in stores, not listening to their preferences, or making it impossible to engage with you on mobile devices.
Learn more about the customer lifecycle in our new whitepaper, Retail Touchpoints Optimized. We also explain multiple cross-channel strategies to implement during each touchpoint. Download the report today.