Posted by Laura Hills, VP of Marketing
We’ve all heard about the 80/20 rule that states 80% of your business comes from 20% of your customers. That 20% is definitely a group worth cultivating to keep them engaged. The more you know about this customer segment the better for your business.
Most retailers capture basic information about their most active customers but that may not be enough to establish a good connection to this audience. To develop relationship longevity requires that you develop an intimate knowledge of the customer that goes beyond their name, email address and order history. In this age of digital marketing, you need to connect on a broader level that includes social media, sales channel preferences and buying habits. Having a more complete customer profile will enable you to design more relevant, timely and targeted campaigns and communications to fully engage your top shoppers.
Go beyond the standard customer order management data to include:
- Family size and make up
- Favorite color/fragrance, etc.
- Preferred shopping method
- Work information, if applicable
- Detailed purchase history
Also try to capture:
- What they are saying about you – social media
- What they like – social media can also provide this information
- What they are purchasing – favorite items, for self or for gifts
- When they are shopping – how frequently, time of day, day of the week
- How they are shopping – website, mobile app, brick and mortar store
All channels need to be integrated to capture relevant data both online and offline that you can easily tap into to develop meaningful communication streams to attract customers. You need an order management solution that can collect detailed customer information along with order details that you can extract and utilize to keep your 20% coming back. Increasing customer engagement levels through relevant promotions to this target group can drive revenues and enhance your bottom line.
For information about making sure your back office systems keep up with your shoppers’ demands, access our latest eBook: Drive Your Retail Sales Growth With Operational Efficiencies – 7 Retail Operational Improvements That Make A Difference.