How do you stay in touch with your customers during lock down?
Picture MasterTux via Pixabay
In the consumer goods market, traditional retailers face an increasingly competitive market. In a “lock-down” period, they often only keep in touch in the best-case scenario via a “click & go” like method.
Online store versus physical store
In contrast to the physical store, a web shop continues to “keep in touch” with its customers. Think of order status, satisfaction check, but especially related product information and offers. After all, the web shop owner “knows” his customer’s preferences and can continue to inform her. A “warm” relationship in “cold” times.
To keep up with the larger online stores and effectively connect with the right customers in a highly digitized and often overstimulating world, it is important for retailers to stay in touch with the customer at the right time.
Shop contact during lock-down
But how do retailers effectively attract consumers’ attention? How do they get in touch with their customers when they’re in “lock-down”?
Traditional marketing methods aimed at creativity, advertising and folders can still be effective, but lack, for example, the “power” of impulse sales, social media, product and solution presentation, with or without video and/or personal message.
As with traditional marketing, retailers who want to stay in touch need to know the wants and needs of their customers. They will need to use technology to collect data and make changes to their communication based on the information they learn in the process.
But where does that data come from? That’s where technology and data-based systems come in. And how do retailers collect that information, especially in a “lock-down”?
There are several tools that allow retailers to effectively connect with consumers and collect important data to help make informed marketing decisions.
For example, products can be made ‘smart’ by means of NFC tags (Near Field Communication) or QR codes (Quick Response). These are “connected” via the smartphone to a platform on which the specific information of the product or the retailer is communicated. This information can be set and changed depending on time, location and relationship.
A few examples
· A bottle of wine with a QR code on the label shows information from the winegrower, nutritional advice, or an offer from the wine shop with the option to order online
· A piece of clothing offers the possibility to receive personal offers or to make an appointment for clothing advice
· Product registration with the possibility to let the customer register for events and promotions
The consumer does not feel “spammed” with these solutions. After all, they themselves take the initiative to read the information via the QR code or the NFC tag and indicate whether they want to know more.
In this way, the retailer collects valuable information. For example, whether the product leads to a reference purchase, where and how the consumer uses it and what the life cycle is.
An additional function of the QR and NFC solution is that the retailer can better coordinate its marketing. Traditional advertising methods (newspapers, leaflets, posters, etc.) are more of a shot in the dark and less likely to encounter the ideal consumers. A QR code included in this can connect to a target consumer and show the retailer who, where and when the ad is being seen.
Based on this, the retailer can change individual ads or messages and when and how they can most effectively communicate with consumers.
For example, a retailer can show a consumer who scans a QR code at 12:00 p.m. a different message than to the (same) consumer who scans a QR code at 4:00 p.m. on the same product in a different environment.
It is crucial to have the right knowledge to manage the customer base and to come up with creative ways to put the communication into action. You want to know what your customers want to see and how you can present it to them.
Keep in touch
As retailers collect more data from these smart, connected products and ads, they can adapt their marketing methods. And with that the possibility to adjust products and messages based on qualitative insights. This allows retailers to connect and stay in touch with their customers more effectively.