expressed opinion entrepreneur Contributors are their own.
Growing up working in my parents’ store in Montreal taught me a lot about running a successful retail business. Back then, advertising wasn’t that sophisticated. Instead, most retailers have to rely on an old-fashioned method of customer acquisition: very good service.
Today, brands need to consider physical, digital and social media, as well as related laws Collect and track consumer data It’s changing the rules of the game.and customer acquisition cost $100+ per customerit’s easier than ever to spend your entire budget just to impress.
In helping brands across Canada design their e-commerce, I’ve noticed that those who cut through the noise have one thing in common: They focus on both ends of the funnel.
Don’t put all your eggs on top and see where (and why) your customers are dropping off the bottom. Consider not only how to attract new customers, but also what keeps existing shoppers coming back.
Related: An Entrepreneur’s Guide to Expanding Your Customer Service Experience
Old-school ways to solve modern problems
Many e-tailers mistake customer service basics as bells and whistles and don’t invest time or money — a big mistake. While e-commerce has changed the look and feel of customer service, it is even more relevant in the digital age.
In fact, there are plenty of clever ways to use technology to ensure you’re there for customers who need you. With email services, merchants can improve conversations with customers by notifying shoppers where their items are in the delivery process. They can also explain how to use the product and follow up to check customer satisfaction.
Online mattress companies are killing the customer service game. Take Endy in Toronto, for example. Their one-piece beds come with a 100-day trial and a hassle-free return policy.but they go further — Donate unwanted mattresses to those in need so returned products don’t end up in landfills.
These things may seem small, but they make people feel valued and can help retailers fix problems before they start.For Endy, it paid off – its customer experience earned them Average 4.9/5 star rating Among nearly 30,000 comments. Great service is an opportunity to delight your customers and make them ambassadors, which should be the goal of every transaction.
Related: What customers expect from digital experiences
Create an insider feel for your best clients
Speaking of ambassadors, one thing hasn’t changed in the transition from physical to digital: word of mouth is still the most effective way to sell anything. So build a community vibe to keep existing customers engaged and inspire FOMO in the layman.
One way to build a community around your brand is to focus on providing your customers with an immersive and memorable experience. Important: The experience doesn’t have to be face-to-face.
Once a brick-and-mortar store, toy retailer CAMP has become a destination for families to explore, play and shop. However, when the pandemic disrupted in-person gatherings, CAMP had to make a change.it introduces a new Experiential e-commerce platform Kids can shop with the help of an animated bear named Scout.
Experiential retail can provide the personalized, exciting interactions shoppers crave, while creating an insider feel. one example: Bicycle clothing and accessories supplier Raphathere are in-store organizing spots where people can find other cyclists to ride their bikes with.
Whether online or in person, there are things you can do to spark conversation around your product and pique the interest of your customers. Think carefully about who your customers are and what extras they’ll be impressed with.
Related: Dos and Don’ts of Dealing with Consumers in the Digital Space
Ask yourself what story you want to tell
The Internet is a big place.shopping trip more and more dispersed – A Google search can bring potential customers to a random product page without knowing how they got there. That’s why merchants must make sure they communicate their story on every page.
Technically, that means making sure your SEO is good, your product photos are compelling, and you’re making the most of your presence on other channels like social media.
As advertising costs skyrocket, businesses need to make better use of all the tools available. On a deeper level, retailers have to ask themselves what appeals to them – are you selling convenience? lowest price? Maybe sustainability or experience.
Consider Costco. Retailers decide they will compete on price. But it found a clever way to keep customers engaged and retain its membership model.
Brands that skip this necessary effort will find this to their disadvantage. Your customers want to know who you are and what you do.Study finds 42% of Millennials and 37% of Gen Z would like to know the details Like how a product is made before buying it.
Come to think of it, very few companies have achieved great success without firmly establishing who they are in our minds. So, figure out who you are and own it.
Of course, in the years I worked for the family business, we had fewer channels to worry about, but the acquisition strategies we used back then are equally applicable today. Our goal is to make the most of every engagement the moment someone enters the store.
Yes, changes in privacy laws have complicated acquisitions, but I think it’s for the best. When tracking shoppers isn’t easy, merchants work harder to make more meaningful connections. To me, these are relationships worth cultivating — achievements brands can be proud of.