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101‌ ‌STRATEGY:‌ ‌Hyper-Personal‌ ‌ Customer‌ ‌Engagement‌ ‌In‌ ‌Retail‌.

Customer engagement is undeniably important. 

Did you know that engaged consumers visit and spend more, and are much more likely to recommend your brand if your customer service is personalized? 

 

This means that your commitment to offering more personalized customer experience translates directly into your sales bottom line. 

 

Also, did you know that 76% of customers feel it is important to receive personalized special discounts based on their purchase record, and 80% of consumers say they are more likely to buy from a company when it provides immersive personalized experiences?

 

To put it simply, offering a personal experience is extremely valuable for your most committed customers.

Engaged customers represent 23% in terms of wallet share, profitability, revenue, and growth in customer relationships. 

 

The importance of personalized customer experience is hard to deny and yet 70% of retailers struggle to customize their marketing campaigns in a way that is personal. 

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So, in this age of hyper-personal experiences how do you engage with customers? 

 

It's simple, stop trying to target everybody in your marketing campaigns and start focusing more on targeting your customer base directly and their peers.

You can't continue to sell to customers like we’re still in 2002 and get any kind of good results in 2020. 

After being one of the top-performing communications channels for decades, email marketing opening and engagement rates are falling year-after-year as advertisers have continued to try to use it the same way over and over again which has lost the relevance that today's consumers crave. 

 

80% of consumers are more likely to do business with a personalized brand, just because these brands know how to get more involved within the personal lives of their customers. 

80% of consumers are more likely to do business with a personalized brand, just because these brands know how to get more involved within the personal lives of their customers. 

 

Besides, being more involved, as a brand you also need to deliver the right message to the right customer on the right channel at the right time. 

In this actionable guide, we will explore how real engagement occurs when you understand your customers on a deeper level, send personalized and targeted messages, and measure your real income success. 

 

The best of all? You'll learn how to reach your customers with a hyper-personalized strategy that drives results like never before.

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How to maximize customer relationships Using Personalized Campaigns.

Standing apart can be very difficult when there are so many businesses striving to use email marketing for promotions. 

Recently, personalization has been most closely linked to email, where advertisers have been pivoting from a one-size-fits-all approach generally referred to as "spray and pray", to a more personal touch. 

 

Yet retailers often continued to struggle for personalizing on a larger scale, often using only the notorious practice of "insert {{first_name}}"

 

At the same time, consumers became ever savvier and started to assume brands to give them the kind of personalized experiences they enjoyed from major brands. 

 

But very few smaller brands could actually offer that kind of personalization. 

 

Why? it all comes down to data.

 

Most smaller brands do not collect data from their customer base or do not have the right knowledge/expertise to access it or do not know how to use it at all. 

This is why 70% of retailers struggle so much to tailor their marketing campaign on a personal level with each customer. 

 

Fortunately, in this day and age, client engagement is not limited to the big guys exclusively anymore. 

Each retailer (Small or Mid-size) can have powerful customer data right at their disposal and use that data to effectively engage with customers and drive better business results.

 

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Did you know that the average person receives 121 emails per day?

You need to collect and use actionable data as insight to learn where you are positioned to engage with your customers. 

 

While many retailers believe that they know their customer base, various consumer reports have proven that the average retailer doesn't truly understand their customers as an individual. 

Though it's not their fault, the truth is, the customers are hard to know individually if you don't have the right tools at handy.

 

Knowing your customers leads back to data in today's digital age. 

But it's hard to get the details of all your customers if you haven't done so before. 

 

Research shows that the greatest obstacles to data collection are data integration across various technologies, accurate and relevant data processing, and the growth in data accuracy and reliability. 

Are you aware that modern consumers produce 2.5 exabytes of data daily? 

 

This is equivalent to 90 years of HD video, every day! 

They clearly need some support in hitting important data driving interaction, as the challenge is enormous, as 72% of brands understand the importance of offering a personalized service, but just don't understand how to go about it.

 

By capturing robust customer information about their background can provide you with everything you need in a simple to understand manner how to follow up on your customers on a personal level. 

 

When you start seeing large - scale data, such as the average size of customer orders, number of visits and customer lifetime values and also more granular data such as what a customer purchases, where and when, that alone will give you an overview of who your customers exactly are and what they want at which time frame. 

 

Just consider how this can impact your strategy and tactics for personalizing your customer experience.

Simply put, by using your customer data effectively, you’ll be able to: 

Identify your customers that are the most committed.

 

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The VIPs of your brand are your best friends.

These are the customers which most often visit and buy, introduce your brand to friends and participate in other activities that support your brand. 

 

Did you know that over 60% of revenue usually comes from only 25% of your customer base?  

Most retailers do not know exactly who their biggest customers are, let alone where to find more of them in the consumer market. 

 

The data collected from the digital customer engagement systems like /AWO tells you exactly who your most important customers are. 

We can see what they usually spend, even what they order and when they come in and reward them accordingly for each factor that defines them as your best customer. 

 

You can either gradually or drastically increase your revenue through the involvement of your VIP customers by rewarding them with everything from exclusive happy-hour specials to exclusive merchandise and even exclusive tickets to events related to your Brand (perhaps in case you are sponsoring one or organizing one or just events that you know the value).

 

It greatly pays off to know your customers. 

 

"44 percent of consumers say that after a personalized experience they will probably visit and shop again."

When you recognize who your biggest customers are, you would not only be able to provide hyper-personalized encounters and communications but also it will help you to keep them coming back for much more. 

 

With the help of personalization backed up by data, you will be able to play a critical role in boosting customer trust and loyalty instead of just simply wishing they would be committed to your brand. 

Having data on items at a product-ID like SKU can inform retailers about the type of products a customer purchases, where, and how frequently he/she purchases them. 

 

Unfortunately, when it comes to personalizing special offers and communicating with your loyal customers, most companies screw it up. 

Now let us look at the benefits of categorizing your customer base.

 

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Personalized Customer experience segmentation

It takes time to send personalized messages. 

How are retailers, who manage an everyday business, going to send their consumers' personalized messages? 

 

This is the power of leveraging an automated customer engagement system. 

An important aspect of using a system like this is segmentation. 

 

This allows you to send progressively personalized communications to each segment by organizing like-minded customers into smaller customer base groups. 

 

Some of the most segment types include:

 

  1. Customer Lifetime spend 
  2. Their Demographics 
  3. Customer Average spend 
  4. Their Location preference 
  5. Their Responsiveness to promotions 
  6. How many times they visit 
  7. Customer satisfaction rate
  8. Day or time preference of visiting
  9. Item or service preference
  10. Their Location
  11. Current customer Status 

 

Segmented communications allow the correct messages to be sent to the right person at the right moment and time-efficiently, as they can build long - term customer loyalty and increase your Brands' income by 10 to 30%.

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Personalized marketing benefits

Retailers can actually send more personalized messages to their customers by grouping customers into smaller, more relevant categories. 

By delivering targeted messages to individual customers will give you additional advantages such as the following:

 

Results of personalization in during shopping

  • 49% Has resulted in the expected purchase of items
  • 40% Has contributed to more spending than was expected
  • 44% Should possibly become a frequent buyer

 

Customer Experience Personalization has many advantages and it is simple to provide personal recommendations and other interactions with automated customer interaction platforms like /AWO. 

 

You can even send a mobile push notification or a text message to a specific customer segment in less time than is required to make a cup of tea and generate additional sales for the company. 

For example, you want to let consumers know in a certain area that you will relocate yours to a new place. 

 

Simply select the location and send everyone near your new location a personalized offer related to celebrating your new venue in just seconds.

The absolute consent for customers to accept personal messages and offers is automatically sent out up-front and can be easy for customers to opt-out any time they wish. 

 

With this, it's a massive responsibility to provide the most targeted, appropriate, and meaningful content, so that loyal customers can keep returning to your business every time. 

/AWO makes sure you never miss this mark.

 

For example, a restaurant wanted to drive traffic to their brunch also on weekends. 

With the help of our platform, they were able to quickly and easily provide a personalized and targeted invitation to a portion of their customer base that only purchased during the weekdays to visit them as well on weekends. 

 

This has helped tremendously with increased sales during the weekend.

Examples like this clearly illustrate how retailers can execute profit-generating strategies that change customer behavior and grow their customer engagement over a fairly short time.

 

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Automated Personalized Campaign Benefits

Can you imagine having a virtual assistant who can keep track of the habits and behaviors of your customers and send custom messages automatically on your behalf? 

Sounds groundbreaking, right? 

 

The good news is that today is completely possible with our Viral Growth Program

So let's talk about the big advantages of personalized automated campaigns that can work for you.

 

Automatically personalized campaigns can work for you on various communication channels for customer engagement. 

It spots your trends in customer data and sends related personalized messages and offers on your behalf 24/7. 

 

All the customer communications work is absolutely done for you. We offer a variety of promotions in our program that is based on your 3 core business objectives. 

You can use them all or only a few. 

 

It's up to you and what your goals are. 

The thing to keep in mind is that our program does all the heavy lifting. 

 

Let's check out the various types of automated personalized campaigns.

 

A few examples of automated personal campaigns are as follows:

 

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WIN BACK

This month, Mandy didn't come to your local cafe. 

It seems to be unusual for Mandy, who usually stops at least once a week. 

 

Our customer communication platform identifies this and sends Mandy a message: "We Miss You" message with a coupon of 20% or for an extra bonus. 

As a result, Mandy comes back the next morning. 

 

While she was visiting, she recalled why she loved your coffee and continued her weekly latte run and later took up a muffin and a salad. 

Another great example is for a Carwash business. Imagine a car wash brand sending personalized offers to its customers when sales are becoming slow. 

 

Now without an automated personal campaign, such customers will return or even worse leave the business entirely. 

However, our program will allow the company to retain these customers by sending a "win back" offer that offers customers an incentive to come back, for example, additional detailing or exclusive car wash merchandise.

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BOUNCE-BACK 

An automatic offer should be sent to anyone who has recently visited and bought at your business with the use of a bounce-back campaign. 

This campaign type helps to ensure that clients are recurring. 

 

It's worth engaging visitors for the first time because it costs 5 to 25 times more to attract a new customer than to maintain a current customer. 

 

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BIRTHDAY

You may automatically send your customers a personalized message or offer to celebrate their birthday.

Birthday campaigns have an amazing Customer Order Value Rate, usually 481% higher than the typical promotional campaigns.

 

Were you aware that customers who visit you on their birthday usually spend 30% more than usual?

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VIP

Research indicates that 66% of revenue comes from only 25% of most customer bases when a retailer rewards the best customers with daily offers, personalized promotions, and other exclusive campaigns. 

Our program makes it super easy for you to automate this treatment. 

 

Everything is done effortlessly so it is a great customer service that brings happy customers who'll also invite their peers to buy from you.

 

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REPUTATION 

Feedback from customers is really the backbone of any business. 

It is critical to attracting customers that give you positive feedback online so you can positively make good use of it for your brand. 

 

Our program will automatically seek post-sales feedback from customers and enable them to spread the word to review pages like Facebook, Google, TripAdvisor, or perhaps any other review site that your business values the most. 

What makes this so effective is that it allows you to deliver the right personalized feedback message, to the right customer, instantly through automated promotions at the perfect time — saving you lots of time ringing customer communication while gaining more money. 

 

This is a great outcome and a huge win. 

 

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SIGN UP

When a customer wants access to your customer loyalty program, a complimentary letter with an opportunity for his next visit will be sent to them.

Research suggests that 54% of customers expect advertising from an organization within 24hrs of signing up.

 

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Measure performance in actual revenue

A personalized customer experience business model is a powerful way to interact with the digitally knowledgeable consumers of today's world but typically is difficult to measure how this affects your bottom line.

 

Many retailers use vanity measurements like email openings and clicks to prove how "effective" their customers are, but these measurements do not directly relate to your sales. 

To brands in every sector, this is definitely a common problem. 

 

68% of marketers agree that the best aim of their data management procedure is to strengthen ROI measurability. 

In simple terms, you want to only put the focus on information that is directly related to your ROI by asking the right questions. 

 

For example, when you sent out your last campaign, how many customers came in and spent your money directly? 

It was almost impossible to connect revenues to specific engagement platforms. 

 

But now it has become easier to do so. 

Your customer loyalty program can now deliver revenue-related metrics in an easy to understand manner. 

 

Nowadays you wouldn't need a data analyst or engineer to thoroughly understand how your customer engagement is driving revenue. 

 

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Final Word

In the era of personalization, customer engagement demands more from retailers.

You need to know who your customers are. 

 

You need to know whether and when they need it. 

You need to provide them with compelling, responsive interactions that break with the chaos of their everyday lives and noisy inboxes. 

 

Data makes personalization possible for retailers of all sizes from every industry. 

In this article, we explored some basic examples of retailers winning the personalized customer experience game to raise their businesses ' profits. 

 

We also found that customer involvement and ROI impacts much more than the use of the first name inside an email or offer. 

It is also more than simply segmenting customer groups into subgroups and delivering them a message. 

 

Successful personalization includes these tactics and much more. 

In the era of customer personalization, customer engagement is in your hands and there has never been a better time to become personal!

 

/AWO offers a customer engagement program for single & multi-location, service-minded retail businesses.

Our program automates your day-to-day involvement with customers on a personal level , lowers social media advertising costs up to 50%-90% and generates extra revenue by using your Customer base.

 

Sounds interesting and want to explore how this can help your business? Sign up here.

 

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About The Author

RAX Elias is the founder of /AWO. He keps himself busy with Business system & automation development, hiking, vegetarian food and multi-media production.

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