Think about the different steps you take before making a purchase. Maybe you browse on a smartphone, then look at product specs from your PC, then finally make it into the store to purchase. Or perhaps you first see an item on social media, and click-through to a product page to find out more before buying an item online. There are endless combinations of channels a consumer might use on their buyer journey—making it increasingly harder for retailers to come up with “one-size-fits-all” marketing techniques.
As a result, customization is no longer just a “nice-to-have”: to compete in this age of omnichannel marketing, it’s essential for retailers to personalize consumers’ buyer journeys. Wireless retailers must have systems in place that allow them to gather consumer data—and respond in real-time.
With retail e-commerce sales for the first quarter of 2017 totaling $98.1 billion, wireless retailers need to look at industry best practices to understand how to personalize the online buyer journey. By tracking behavioral data and consumer preferences, retailers can customize their online interactions and build stronger relationships with their consumers—even those who never enter a brick-and-mortar location.
Reach consumers on their preferred platform in real-time
As mentioned, there is no one straight path to purchase—whether a consumer is researching a new phone plan, browsing for the latest smartphone models, or looking for accessories to add on a previous purchase, they may interact with multiple channels on their journey. As a wireless retailer, you need to decide which channels are the most effective for reaching your consumer.
By using real-time analytics alongside an integrated CRM, wireless retailers can learn consumers' online shopping habits, and better steer their efforts accordingly. For example, say a customer consistently visits the product page for the new iPhone model, but fails to make a purchase. According to her customer profile, she has previously purchased a phone online after receiving an email coupon with a 10% discount. Smart wireless retailers could repeat this action by sending an email coupon as the consumer is browsing their site. By appealing to shoppers’ behavioral habits, wireless retailers can better learn how to complete a sale.
Customize web content to the customer
Once you have an end-to-end view of your customer, you want to deliver content that speaks to their particular interests or lifestyle. If one of your customers is an early adopter of new technology, you want to target them with content about your latest gadgets, phone models, and cool new accessories. If you’ve found that another customer responds well to quirky humor and opens all your newsletters with funny headlines, you want to make sure you’re drawing on quick-wit in the subject line on your next email correspondence. Finally, if your CRM shows that a customer does a lot of product research before each purchase—and tends to talk at length with a sales representative in-store before choosing a product—you should make sure that you prompt them online with a virtual assistant or contact info for your customer service line so that they’re still equipped with all the information needed to feel confident in their decision.
By customizing web content to the customer, you can help create an emotional brand between your consumers and your brand, helping to drive conversions and gain repeat visits to your channels.
Integrate your systems to share customer data
In order for this to be possible, you need to make sure you have systems in place to gather customer data—and share it across all systems in your business. Ensure that your in-store POS system is integrated with your online site, so that you’re targeting your customers most effectively. After all, you don’t want to send promotions to a customer online for a product they just purchased in-store. Taking into account shoppers’ purchase history will help your consumer feel understood and allow you to develop more brand loyalty and stronger relationships. A high-functioning retail management system should integrate your CRM with your POS system to make sure this information is always up to date.
No two online buyer journeys are the same—and in an omnichannel marketing landscape, that’s a good thing. Customizing the online journey is a great way to keep your customers informed on the products they want to know about and drive them closer to purchase.
iQmetrix can help you personalize the online buyer journey for your customers. Contact us to learn more about our products today.
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