Retail Sales: How to boost them by gathering customer data
So, I have an idea for the greatest startup ever, an idea that I’ve been thinking about for years (to be totally honest I’ve been thinking about it since I first started shopping my own clothes and accessories).
Imagine this: You enter a clothes shop. The clerk, welcomes you by your name and takes you to a specific department in the store that only has clothes to match your size (yes, I may be a little overweight but I should be able to find clothes my size, right?). Nothing else but my size! Everything you see here, has the right colours (yep, your favourite ones!), has a very affordable price and on the checkout, you get to have a discount too! Also, you don’t need to carry your shopping bags around, the marvellous clerk already has your address and he is going to send it over. So, you can go grab a coffee, or even better, a drink! That must be the way a queen feels after her shopping experience!
Does this sound like a dream? Not if you think that every action the clerk does, is based on data. Pure and simple data! But how and where and most important of all, why do you ask your customers for such data?
Politely, is the answer
Right within your website
To make them feel exactly like a queen!
Brands don’t ask for users’ data!
A recent survey shows that “while 84% of retailers have a newsletter, only 36% had implemented a preference center that consumers complete after signing up. Preference centers allow the collection of consumer preferences to better personalize communications and enhance user experience”. Oh?
Let’s fix that! Let’s start gathering data!
First of all, you should broaden the depth of data you ask from a new user to provide. Instead of just asking for their first name and email, ask for:
Date of birth
Right after this first step, you will be able not only to send them emails they want to read, but to:
– address this person by its first name (“Hey Caren! Sales are on!”)
– send them a discount code before their birthday or a great bargain a few days after it and
– send them campaigns for products they are likely to buy (women scarves to women, ties to men, clothes for younger people to customers at their 20s and so on).
REMEMBER: These data are more than enough for the first time you will meet your customer. Don’t ask for ALL the details you want at once, because your customer will just leave you empty handed. No data for you today, then.
It’s good for Joanna to know that three of her friends have liked your FB page (quite possibly even shopped from your eshop), fact that could spark an online discussion. If you have a good customer service, this discussion will be for your benefit and your benefit only!
Whenever your customer reaches out to you, by email, telephone or live chat, via a contest or literally every way, ask for more details and take notes (in your CRM system).
– Married, in a relationship, single
– Physical address
– Has children or not
In this way, you will be able to know, how many times this person will possibly be able to buy for you (if the customer has no job, they may need a “dress for success”) or if you could target this person with information regarding other people in its family (husband, wife, children). Try to unify the different kinds of datasets you have. You will find many complementary information here!
Don’t forget: Ask your customers how and why they would like to be contacted by you. You may be afraid that they might say “never” so you never ask, but you’d be surprised by the fact that your customers really wish to hear from you. Moosend would be out of work if they didn’t! And trust me, we are quite busy! 🙂
Use the data you gathered
-It’s suspicious to ask for data and not use them. Only ask for data after you have decided how you are going to make good use of.
-Use the data for the benefit of your company and don’t sell them to third parties. You don’t want to be associated with spammers!
Have you tried sending Moosend newsletters to your customers? They click-and-buy like crazy! Create an account and use your free credits!