Retention marketing: a challenge for retailers
Posted: Wed Dec 04, 2024 6:21 am
It can be difficult to offer customers perfectly personalized experiences that make them come back and buy again and again. We know that the key to successful retention marketing is the data we have on them, but the problem arises when this information is generated across multiple channels.
We receive information from customers in multiple ways: through india mobile phone number list websites, mobile phones, tablets, points of sale, social networks, etc. But sometimes, despite having significant data, we do not have it unified and cohesive. This fact can lead to cases like the one we will see below, where the brand has a positive view of its actions and strategies, but the customer's vision is far from this reality.
POINT OF VIEW 1
Maria comes to your e-commerce, finds a t-shirt she likes and adds it to her cart.
An abandoned cart recovery email is sent for the t-shirt that was left in the cart.
He or she doesn't open or respond positively to the email and you decide to send him or her an email with a 20% discount coupon.
Maria buys the t-shirt in the e-commerce using the discount coupon.
So far, so good, you might even think it's quite an achievement to have successfully recovered the abandoned cart . But, you might be forgetting to analyze and take into account the overall experience that Maria may have had and you're overlooking her activity outside the online environment.
Let's look at the previous example but from another perspective:
POINT OF VIEW 2:
Maria comes to your e-commerce, finds a t-shirt she likes and adds it to her cart.
He decides he wants to try it on before he buys it, so he finds the nearest store, tries it on, likes it, and buys it. (He has paid full price for the shirt.)
An abandoned cart recovery email is sent for the t-shirt that was left in the cart.
He or she doesn't open or respond positively to the email and you decide to send him or her an email with a 20% discount coupon.
Maria doesn't understand anything, she decides to return the shirt to the store and buy it again online with the discount provided.
As you can see, the lack of data on her offline activity, or the lack of cohesion between online and offline data, has made Maria's experience confusing and even somewhat annoying.
This shows that the challenge remains to achieve a “single view of the customer”, where through a unique identifier per user, we can know all interactions with the brand and, in this way, personalize our communications and actions with the customer.
We will soon see how we can solve this problem, achieving a “single view of the customer” and good retention marketing.
We receive information from customers in multiple ways: through india mobile phone number list websites, mobile phones, tablets, points of sale, social networks, etc. But sometimes, despite having significant data, we do not have it unified and cohesive. This fact can lead to cases like the one we will see below, where the brand has a positive view of its actions and strategies, but the customer's vision is far from this reality.
POINT OF VIEW 1
Maria comes to your e-commerce, finds a t-shirt she likes and adds it to her cart.
An abandoned cart recovery email is sent for the t-shirt that was left in the cart.
He or she doesn't open or respond positively to the email and you decide to send him or her an email with a 20% discount coupon.
Maria buys the t-shirt in the e-commerce using the discount coupon.
So far, so good, you might even think it's quite an achievement to have successfully recovered the abandoned cart . But, you might be forgetting to analyze and take into account the overall experience that Maria may have had and you're overlooking her activity outside the online environment.
Let's look at the previous example but from another perspective:
POINT OF VIEW 2:
Maria comes to your e-commerce, finds a t-shirt she likes and adds it to her cart.
He decides he wants to try it on before he buys it, so he finds the nearest store, tries it on, likes it, and buys it. (He has paid full price for the shirt.)
An abandoned cart recovery email is sent for the t-shirt that was left in the cart.
He or she doesn't open or respond positively to the email and you decide to send him or her an email with a 20% discount coupon.
Maria doesn't understand anything, she decides to return the shirt to the store and buy it again online with the discount provided.
As you can see, the lack of data on her offline activity, or the lack of cohesion between online and offline data, has made Maria's experience confusing and even somewhat annoying.
This shows that the challenge remains to achieve a “single view of the customer”, where through a unique identifier per user, we can know all interactions with the brand and, in this way, personalize our communications and actions with the customer.
We will soon see how we can solve this problem, achieving a “single view of the customer” and good retention marketing.