Thursday, September 1, 2011
Categorized | clicks, clickz, Customer Engagement, email best practices, marketing sherpa, OMS, Social Media
How to get your consumer to pay attention to your digital programs
Posted by Sundeep Kapur | Thursday, September 01, 2011
If you run marketing for a retail store chain or are trying to build up your digital database at your financial institution, train your representatives to engage the consumer in a dialogue before they ask for the consumers digital address. Here are some simple things you can tell your consumer to build up your lists:
‘If we add you to our database, you’ll be able to look at your purchase history online’
‘If we add you to our database, you’ll be able to look at your purchase history online’
‘You’ll be able to return/ exchange items without a receipt’
‘You’ll get advanced notice of sales and special events – before the others’
‘You’ll be able to access all your account information online’
‘You’ll be able to ask other consumers about us – real references’
A simple dialogue helps in increasing capture rate, both in-store and across channels – web and catalog. Also, think about extending your data storage so that you can capture additional data fields on your customer base and their purchases.
Additionally, think about doing the following:
1) Spend a little more time engaging the customer in relevant dialogue; talk to them about the product they’ve purchased, solicit their input and point out your digital assets – sell them on visiting these portions of your site and sharing information.
2) As you sell them on these digital assets and associated benefits, be crisp and precise – make sure you have this scripted so there is no confusion by the reps. A consistent branded message across channels goes a long way in keeping things clear.
3) Take a little extra time to get their email ID, get them to notice your Facebook page, let them follow you on Twitter. Don't just ask for their email first, describe the benefits of your program and only then ask… this increases your chances of collecting the information. This intelligent conversation gives your brand credibility, makes your reps look real and helps to engage your customers.
It is not just about collecting names, it’s about getting your consumer to pay attention.
1) Spend a little more time engaging the customer in relevant dialogue; talk to them about the product they’ve purchased, solicit their input and point out your digital assets – sell them on visiting these portions of your site and sharing information.
2) As you sell them on these digital assets and associated benefits, be crisp and precise – make sure you have this scripted so there is no confusion by the reps. A consistent branded message across channels goes a long way in keeping things clear.
3) Take a little extra time to get their email ID, get them to notice your Facebook page, let them follow you on Twitter. Don't just ask for their email first, describe the benefits of your program and only then ask… this increases your chances of collecting the information. This intelligent conversation gives your brand credibility, makes your reps look real and helps to engage your customers.
It is not just about collecting names, it’s about getting your consumer to pay attention.
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