How would you sell a tent to a mother, a mountaineer, and a senior citizen?
Not only do they have unique needs and wants, but they also search for products on diverse channels.
The budget-conscious mom relies on product reviews on Facebook, a professional mountain climber trusts a site which specializes on outdoor gear, while a senior citizen would rather talk to a salesperson.
You can come up with a detailed product description and high-resolution photos to go with it, but if you don’t use your customer’s preferred mode of communication you won’t be able to get your brand’s message through.
We gathered from the 2017 Holiday Retail Outlook white paper of Alliance Data that 65% of consumers are tired of receiving irrelevant communications from companies, retailers, or brands.
Hardly does one message disseminated to a wide audience on a single platform—say, email—inspire engagement and it, more often than not, ends up deleted.
However, if you study and try to understand the shopping pattern of each customer demographic you won’t have a hard time getting a share of their wallet.
Personalise your offers
Based on the report of Alliance Data, 87% of young shoppers aged 25 to 34 are more likely to shop at a retailer that gives personalised offers.
The key to becoming the lucky guy is to know what matters to your customers, especially on special events that take place throughout the year.
Take this month for instance; what could people be thinking of aside from the back-to-school season?
September is never too early to do one’s Christmas shopping. If you’ve been selling online for quite some time, you probably recognise the shopper’s mindset that goes, “better buy it now than find it gone later.”
So, get into the holiday spirit and take advantage of that sense of urgency on your customers to improve your online store’s conversion rate.
60% of younger consumers like to receive personalised offers through their mobile devices.
You may have the best brand in the world, but if your eCommerce site cannot be adjusted to fit the screens of mobile devices, or your email won’t open on a smartphone, chances are you’re going to lose a lot of potential sales.
It’s not too late to create a responsive website, which, we hasten to add, costs only $99. Check out how in this course.
Don’t leave out the traditional method
20% of baby boomers and 35% of their grandchildren who are 18 to 24 years of age share the love for texting, so they really appreciate a retailer who can reach them through this medium.
You have the option to use an SMS service to deliver bulk text messages or, better yet, hire someone who can offer text messaging support.
After all, older customers would love to exchange messages to learn more about a product which they are interested in.
Texting, though almost forgotten because of chatbots, is an important part of customer service as it serves as a supplement to email support.
Aside from that, you can be certain that a text message will reach your customers, whereas a phone call could either be dropped or ignored completely.
Take time to send personalised messages to your customers through the right medium as this will no doubt increase awareness of your brand and build strong customer relationships.
How does your brand speak to your audience? We’d love to hear your story from the comments below.
As always, to your continued success,
Dave & Matt