How can I develop a stronger relationship with my customers?
One of the many challenges facing retailers is how to engage and develop strong relationships with their customers - something that is especially difficult as consumers become increasingly empowered. But while there are challenges, there are also significant opportunities.
Rusty Warner, senior vice-president of marketing at SDL Campaign Management & Analytics, says retailers can get closer to their customers by working with emerging channels in specific ways.
He says: “With so many channels available, consumers are increasingly choosing, acting on and ignoring information as they wish. It is therefore critical that retailers have an in-depth understanding of how specific individuals engage with their brand. Get this right and you will achieve a true dialogue with your customers.”
According to Warner, there are six key elements to creating stronger direct relationships. Marketers need to focus on specific goals, firstly. They also need to work towards gaining a complete view of the customer and their behaviour. Warner says: “Retailers must bring all that data into one place and look at it from a different perspective - one that is tailored to individual consumers.”
Third, analysing the data is where the value begins to emerge. If done properly patterns and trends can be uncovered.
The final steps are to listen closely to customers, ensure each campaign or project is relevant, and make sure multiple contributors can collaborate effectively.
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