All posts in “Segmentation”

The-Holiday_by-Paul-Keleher

The Holiday Mobile-Marketing Strategy That Retailers Really Need

The amount of ads, offers and promotions that people experience throughout the holiday season is reminiscent of what a person would experience standing right in the middle of Times Square for more than 10 weeks. For consumers, it’s noisy and distracting and so people are tempted to tune it out. For retailers, it’s expensive and necessary.

This holiday season can be different. By leveraging mobile devices, personalization tools and contextual signals, retailers can better interact with consumers on an individual level, reaching out when relevant, providing a better experience and ultimately reaping a higher return on marketing efforts.

The six strategies below should be a part of every retailer’s holiday marketing program this year:

1. Provide omnichannel, consistent and cohesive experiences.

Creating a single view of customers across every touch point is a must. Consumers expect to receive a consistent experience whether they’re in a store, online, reading email, engaging with social media or using a mobile device.

Customers should not have to feel like they are Adam Sandler in 50 First Dates, having to remind the company about who they are, their prior relationship with a company (loyal) and their history. If a customer saves something to a wish list online, the retailer should remind the person of that if he walks into a store and perhaps provide a tailored offer.

Too often today, valuable data is lost because all sources of customer information are not integrated. All data streams (from transactions, customer relationship software and email) need to rely on a single profile, which will let retailers provide motivating experiences, content and offers.

2. Predict intent.

The holiday season represents a hurdle for marketers trying to personalize offers at a time when people are shopping for a wider, more diverse group of customers.

Retailers should look at historical data to anticipate what customers might be seeking based on last year’s purchases and what they’re likely to purchase again. For instance, if Cali bought a baby boy’s jacket last year, she should receive an offer for toddler boy clothing.

Anticipating consumers’ intent when they open a retailer’s app, come into a store or land on its website can significantly improve the rate of converting visitors into buying customers.

For example, when Taylor walks in the store, don’t send him a “10 percent off” offer for men’s clothes but instead offer greeting like this: “Welcome, Taylor. You may take 10 percent off a purchase of scarves, bags and jackets. These items are perfect for any woman on your list.” The store would be acting on a prediction that he’s likely looking for something for his wife, while providing some gift ideas.

3. Marry location with profile data to automate personalized mobile interactions.

Use of geo-fencing — and better yet beacons — is great for targeting customers while they’re in close proximity to a store or even inside it. But someone won’t be motivated to act merely as a result of being in a location that’s referenced in a message.

Pushing messages to consumers based solely on where they’re standing is almost guaranteed to annoy them. Instead, bridge a person’s offline and online worlds by personalizing an interaction based on the brands of goods they’ve purchased (say, mid-tier items), offers they’ve redeemed in the past (a preference for a percentage off over a dollar discount) and what they’re likely to be seeking today — as well as their location.

4. Optimize every tap to drive conversions.

Take advantage every time a person opens an email or app or clicks on an ad. Too often in mobile paid media, no attention is paid to the landing page a person sees after tapping on an ad. Optimize the page, test different scenarios and calls to action and target the marketing as much as possible.

5. Create rich segmentation schemes.

One size certainly doesn’t work in marketing unless the product is a scarf. Move past grouping consumers by just basic demographic traits (gender, location, age) and instead segment them based on behavior, purchases, product and brand preferences, social conduct, habits and real-time context.

6. Motivate shoppers with more than just offers and deals.

While consumers certainly look for a deal, retailers need to consider other supplemental images, reviews, videos and celebrity endorsements to perhaps inspire a purchase. Using beacons to push rich media when someone is standing next to a display can be very motivating (such as showing a photo of an A-lister wearing a jacket that a woman is considering for her husband).

During the holiday season, people are bombarded with deals on everything, from monstrous TVs to dog beds. While there are some shoppers who have meticulously picked out the perfect gift for all the people on their list, many shoppers look for inspiration and ideas until Dec. 24. Marketing should go further than a mass distribution of deals. It should help consumers by personalizing and contextualizing retailer interactions, while anticipating their needs in real-time.

8ways-to-target_by-Hans-Splinter

8 Ways Retailers Should Target Smartphone Users

Not surprisingly, mobile played an increasingly important role this holiday shopping season. According to Deloitte’s Annual Holiday Survey, 68 percent of smartphone users planned to use their devices for holiday shopping, and these consumers would spend 27 percent more on holiday gifts than non-smartphone owners. During the holiday shopping season in particular, consumers experience sensory overload with all of the promotions and advertisements they come in contact with. On mobile, it is critical that retailers hyper-target all messages based on real-time situational factors and robust customer profiles and implement dynamic pricing on an individual level. If marketers push irrelevant content, consumers will perceive it as an annoyance and intrusion that will negatively influence not only their holiday shopping behavior, but also behavior throughout the coming year. Retailers need to start analyzing all of the behavioral (app and web), transactional and demographic data gathered this holiday shopping season to start the creative targeting planning for the coming holiday shopping season. It no longer cuts it to tailor messages only on past purchases or geolocation and demographic data. Advances in predictive analytics, marketing automation and cross-channel profiling paved the way for marketers to target their mobile audiences in much more resourceful, highly personal and relevant ways. Here are eight ways retailers should be segmenting their customers: Shopping cart abandoners: Predictive analytics can anticipate which customers are likely to abandon their cart as well as which deal (e.g. “Free Shipping” or “5% off”) is more likely to inspire them to follow through on their purchase. The lone mall wanderers: Leveraging location data and automation tools, a retailer can target shoppers who are in a mall but have yet to walk through its doors with a push alert featuring a personalized offer to entice them in. Eleventh-hour shoppers: Marketers need to start engaging with habitual procrastinators early on, recommending items and highlighting sales for gifts. Pushing a message when the individual comes

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data, retailers can predict who likely plays host during the holidays and send information on home decorating items, hosting tips and festive recipes to drive engagement and loyalty. Social butterflies: By accounting for social influence, retailers can court customers with a large Facebook, Twitter, Pinterest or Instagram footprint with special offers and deals. Those posts could then be seen by thousands of

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other people. Early-bird buyers: Which customers err on the side of early? Retailers should start targeting holiday campaigns to this cohort when other customers might balk at the timing. Some people don’t mind holiday gift ideas in September, while others would cringe at the thought of it. Deal fishers: Retailers are always competing to provide the best deal, especially around the holidays. Retailers need to segment their deal-hungry audience based on which offers motivate them the most to make a purchase. While some people will get excited about free shipping on orders over $100, others only care about discounts on home goods. Thrifty brand loyalists: Some people want a certain brand, but wait for the price to fall and then purchase a vast quantity. Most commonly, this segment emerges on the day after Christmas and the following weeks. Retailers need to implement dynamic pricing on an individual level, providing these thrifty brand loyalists with deep discounts that will pay off in the total purchase bill.