Five ways to use Customer Data for Ecommerce Marketing
Have you experienced a situation where you met a neighbor at a neighborhood function, and a few days later you are recommending your old school mate to patronize him? During your meeting with the new neighbor, your discussion touched on what he does for a living and now, your old pal needs the same service. This is the way customer data could work for your e-commerce business.
How? Let’s look at brick and mortar business for a moment. A customer came into your shop, and you got talking and happen to know they have a teen girl of about 14 years old who is likely going to have her prom anytime soon. You also happen to know she likes to travel and her hobby is collecting artworks. You also happen to know that she has a dog named Emma and her favorite color is blue. You also know a little about her husband that he is in the military and comes home for Remembrance Day and her dad is also and ex-service man in his 70s.
In a typical brick and mortar business setting, it is easy to offer series of products and services to the customer we talked about above. But for your e-commerce store, how can you bring the same scenario to bear to increase your sales and build more conversion?
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While it is not possible to meet your customer one on one like in physical brick and mortar business, there are excellent tools available in eCommerce to give you a similar experience to boost your sales and connect with your customers.
- Time of shopping. E-commerce sites can use the time their customers often come to shop to monitor their marketing and send them useful product information around the time they often shop. Just like our neighbor story says the neighbor has a teenager who will have a prom soon and we can market prom gowns to the parent around her next prom, e-commerce can use the time of shopping to market to their customers
- Marketing to them on their favorite products. Knowing your customers have a penchant for shopping during a remembrance and that they have a family with a military background will suggest the right product to market to them during the period of remembrance.
- Holiday season sales. When you know which holiday season you customers are most likely to buy, marketing them on products for the season will get a buying decision from them.
- Know when they are most likely to buy. Parents with school age kids will want to kit their children for every school resumption time. If you have back to school products, selling them at such time will get a favorable answer than selling a customer who is out of parenting age brackets.
- Targeted sales program. If you know your customers who are still parenting, sending them children back to school discount offer during school resumption will most likely get you a high conversion.
The importance of customer data is to help you plan the right time to approach your customer with relevant offer at the time they need it the most. Whatever you plan, having adequate customer information helps you to give your customers the right offer at the right time.
— Álvaro López Herrera (@allopher) 22 de junio de 2017