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10 Strategies to WOW Your Customers with Data Platforms

In today’s multi-click and multi-device journey for which consumers experience, the need to personalize marketing messaging is paramount to delivering increased loyalty.

The holy grail for most multi-channel marketers is that of customer centric reporting, otherwise known as a 360° view. This elusive goal for most brands has always been a deep challenge due to disparate systems and databases that frankly don’t play well with each other.

The solution to overcome these challenges is that of a customer data platform, a central hub that connects all customer facing systems together for maximum effectiveness.  Now marketers can create audiences and set up personalization based triggers to communicate and affect the customer journey in mobile centric environments.

The power of these types of data hubs is extremely evident but conceptually is better outlined in real life use cases. We have documented 10 real-life use cases of retail data hubs and provide examples of how to improve customer experiences.

1) PREVIOUS OFFLINE PURCHASE TO DIGITAL INTERACTION

Imagine that you just went to a sporting goods retailer, lets say Dick’s as an example, and bought your son football cleats for the new season in August.  At the POS system at Dick’s you provide your email address when requested or use your loyalty card. Getting that unique identifier is paramount to executing the following re-engagement strategies as you trigger multi-touch and multi-device interactions.

In this use case, the shopper who bought the cleats would then a week later receive a promoted post highlighting the ultimate guide to youth football safety in an attempt to build brand affinity.  Based upon the actions of the shopper with the post, the data hub could then trigger an email highlighting all promotions relating to youth football prior to the start of the season.

As the user clicks that email, the homepage experience and subsequent global offers would be tailored to spotlight football products.   Lastly, the shopper would receive a end of season themed instore redemption direct mail piece if Dicks has the customer’s physical address in their data set or invests in third party data appending to fill in gaps.

2) ON-SITE PRODUCT VIEWS

Brands utilize the “abandoned cart” email as an effective lever to re-engage.  Forward thinking retailers however are going beyond carts and directly to product views as a strategy to gain awareness during purchase research and consideration phases.

For example, if shoppers hit a certain threshold on product views, re-engagement emails can be triggered when the price drops, available inventory reductions, or a global promotion (such as free shipping) can be bundled with the product data to spur a purchase.  This data will obviously drive standard personalization within the ecommerce experience that is driven from algorithmic presentation of products “you may like”.

Lastly, in high ticket markets (ex: diamond rings) if shoppers who are already identified in the data hub take actions that show the propensity to buy, triggered actions can be leveraged within CRM systems to assign direct communications from a sales or service representative so that the customer can have their hand held throughout the purchase process with “white glove” service.

3) OFFLINE PURCHASE FREQUENCY TRIGGERS

The 80/20 rule holds true in eCommerce as it does in physical retail.  In situations for which top customers have not shown their typical propensity to buy or interact with the brand, custom audiences should be constructed to personalize member only offers to your best customers.

Consider this real life example of audience re-engagement that happened with my wife and her favorite retailer (and my nemesis) Pottery Barn.

We have a Pottery Barn credit card and buy frequently with them throughout the year across all of their properties including Pottery Barn Kids.  My wife, likely because she went 4-6 months without making a purchase on the private label credit card, received a tailored win-back email to receive a special 20% off any item coupon that was redeemable online or offline.

Upon receiving the coupon, many products were considered and viewed, which led to further re-engagement emails on the products viewed as mentioned in tactic #2.  Ultimately this re-engagement led my wife to buy a new chair for our home and Pottery Barn’s audience re-engagement strategy worked exactly as designed.

4) CLEARANCE BEHAVIOR

Some shoppers live for a bargain and to always strive to save.  If you know your shopper has always responded to clearance merchandise and the savings that corresponds, it is paramount to establish a personalization strategy that targets their desires.

The first step is to use the data hub and an associated connection to a customer/purchase data set to isolate the audience who shows this tendency.  The rule will be different for every business, but by pulling this audience who acts on clearance opportunities, your marketing team can now attack this segment.

Start with clearance emails sent weekly to this audience set as well as a clearance homepage that triggers on site visits.  This audience will also receive product promotions of discounts dynamically within Facebook and utilize pixel based re-marketing to deliver smart re-engagement across the leading display networks.

5) “COMPLETE THE LOOK” TARGETING

Any apparel brand with a physical store presence has a tremendous opportunity to personalize digital interactions to complement physical store purchases.  For example, if a millennial woman goes to a retailer and buys a petite black dress in-store, follow up touchpoint interactions in digital channels can be focused on providing complimentary products to make that dress even better.

By showing the dress bought from the offline channel and a variety of shoes, accessories, and jewelry to “complete the look” within homepage presentations as well as emails, the shopper is re-engaged to the possibilities and hopefully makes that incremental purchase.

To make this strategy work, again the shopper must have a unique identifier (ex: email address) captured in store and if the email exists in the core data set, the scenario trigger events can execute.

Source: 10 Strategies to WOW Your Customers with Data Platforms

 

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