Businesses are always looking to grab the attention of consumers, especially during special dates such as Black Friday, Christmas, Mother’s Day, Father’s Day, Valentine’s Day, etc. Both online and brick and mortar stores always create elaborate campaigns and special discounts for these dates. At the same time, businesses are also implementing different strategies to increase engagement and leave a lasting impression on consumers.
Sensory Marketing initiatives, Augmented Reality experiences, and photorealistic 3D renderings of images and videos are just the start of the journey. When dealing with e-commerce which allows for various types of initiatives aimed at keeping consumers on their site, engagement is just the tip of the iceberg.
You have to dive deeper and really look at instances where context and personalization can help businesses capture, retain and convert in an increasingly competitive online marketplace.
With that in mind, here are five tips that will help you make any of these commemorative dates fun and profitable.
1 – Contextualize
Contextual marketing has been increasingly discussed. No wonder, since it is a strategy oriented so that all content is relevant to the person who receives it. That is, to be effective, the marketing strategy must be relevant to the people it addresses.
Assuming that consumers are increasingly bombarded with endless forms of omnichannel marketing – social media, ads, email campaigns – it is understood that in order to be successful, messages must have context.
For contextual marketing, people will buy more if offers are grouped in context – addressing a category that makes sense to the person who visited the online store for example, such as sporting goods, health and fitness items.
Therefore, create content relevant to that topic, showcase products related to the message you are relaying, up-sell, and most importantly speak your customer’s language. In other words: make them the focal point of your context.
2 – Anticipate the consumers’ wishes
A company’s inventory is one of its greatest assets and it should be aligned with its consumers’ needs. Analyze which products buyers are searching for and most importantly, what they’re looking for but can’t find.
For the consumer, it is frustrating to go into a store and not find the product you’re looking for. But in order for the shopping experience not to turn negative, show them similar items and send them an e-mail showing other products they could also be interested in.
Companies of all sizes and sectors can learn a lot by analyzing the consumer’s search behavior, despite their frustration when they can’t find what they were looking for.
This is when a variety of information is transmitted including navigation patterns e popular brands researched. This type of data is essential for improving the consumer’s shopping experience so you can get better results year around.
3 – Cross-sell
After a customer selects something from your store and adds it to their shopping cart, give them suggestions for items that relate to the product. For example, someone who bought a smartphone may need a screen protector or a phone case.
To be more assertive in your strategy, check your store’s purchase history and see what your customers bought along with a specific product. From this information, list the items that may be suggested as a complement to what was originally purchased. Encourage selling by offering discounts, free shipping, etc.
Along with improving the shopping experience and building customer loyalty, your store will also increase profitability.
4 – Pay attention to your consumer’s lifecycle
Personalized product recommendations can increase conversions and revenue more than a non-personalized shopping experience. However, it is not enough to just recommend products.
Personalize the purchase cycle to reach individual consumers at specific points along the way. For example, customer A may need to be shown content – such as marketing videos on social networks – before making a purchase, while customer B needs an extra incentive to actually purchase the product – such as a special discount. This approach can amplify the impact of email campaigns on holidays and increase conversion rates compared to regular business emails.
And of course, don’t forget to put into practice the strategies to reach the consumers’ subconscious, like the ones we wrote about in this article.
5 – Personalize the experience
Using technologies such as QR codes or Augmented Reality (AR) apps provide a more personalized experience. With the help of technology, you can create initiatives to send special discount codes or even promote a product in a different way, as AR does.
These are ways to build meaningful customer engagement and, most importantly, to quickly get their attention adding value to your purchase journey.
Essas são maneiras de criar um engajamento significativo com o cliente e, principalmente, chamar rapidamente sua atenção para agregar valor à sua jornada de compra.
So, are you ready to improve your consumer’s shopping experience?
Here at Signia Digital, we are constantly thinking of strategies to help companies attract the attention of their customers. That’s why we’ve already developed a number of initiatives that have helped our clients create emotional connections, engage, “wow” and of course entertain their consumers.
If you would like to see some of our projects and get some inspiration, check out our portfolio, Instagram and Behance page! And for the “cherry on the cake”, don’t forget to check out our article “how to improve the online consumer experience“
‘Till next time!