Customer registration: how to create promotions in your store?

Customer registration: how to create segmented promotions in your store?

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Personalization is very significant to today’s business environment, as this concept is the first step in offering a more individualized purchase journey, which involves the creation and continuous control of your customer base.

Want proof of this new market context?

Data from an Open Text survey shows, for example, that more than 70% of consumers buy again from brands that invest in personalization.

It is important to highlight that this is a global trend and that it applies to several segments, including e-commerce and online sales.

In 2018, a survey highlighted that 80% of consumers are more likely to buy from a brand that offers personalized experiences.

In turn, 77% of respondents in a Forrester survey indicated that they had already purchased, referred, or overpaid for brands concerned with personalization.

However, without in-depth knowledge of its customers and an up-to-date register that keeps different data available for consultation, it is impossible to think of personalized actions.

With that in mind—and taking into account the e-commerce scenario—in this article, we analyze the importance of customer registration for your virtual store.

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How important is a customer record for your online store?

Customer registration assumes several crucial functions for the functioning and success of an e-commerce site.

The first important point is the logistics issue. By keeping up-to-date address data, you can optimize deliveries for your customer’s future purchases.

In addition, as we will see ahead, you can create a customized promotion, making it easier to convert sales with some simple customer data in your registration.

Customer registration is also the basis for assertive marketing strategies.

For example, from a careful analysis of this data, it will be possible to:

1. Create intelligent content, by studying your e-commerce audiences’ profiles;
2. Direct campaigns focused on loyalty to the customers who buy the most in your store;
3. Offer discounts and create sweepstakes with exclusive gifts and offers;
4. Design a multichannel strategy, based on the follow-up of your customers on social networks.

In other words, customer registration is a decisive input that can directly impact the results of your business.

Therefore, in addition to creating the register, it is important to monitor it continuously, seeking to keep it updated for future actions.

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Customer registration and consumer experience

You know how it feels, when you get a special discount coupon on your birthday or when you get an email with offers based on items you are actually interested in?

This is precisely a demonstration of the efficient use of a customer base to improve the consumer experience.

By applying this strategy objectively and consistently in your online store, your chances of growing in e-commerce will undoubtedly be much greater.

On the other hand, companies and virtual stores that do not invest in customer success have a real possibility of losing customers.

A study found that 32% of consumers worldwide will stop shopping with a company after just one negative experience.

And this number, according to the survey, is even higher in the US, reaching 49% of customers who stop shopping with a brand.

Taking this data into account, the chances of you increasing your store’s abandoned carts due to failure to meet customer expectations are extremely high and can reach almost half of your sales!

The good news is that maintaining a customer base—one of the foundations for structuring better experiences in your e-commerce—is much simpler than it sounds.

How to use customer registration to create segmented promotions?

But first, let’s analyze how it is possible to use a customer record to customize the promotions of your virtual store.

Suppose you keep a record with the following info:

1. Name and address;
2. Contact telephone and email;
3. Number of purchases made in your store;
4. Date of birth/birthday of customers;
5. Date of last purchase;
6. Date of registration.

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From simple information like this, you can create segmented lists that contain, for example, the birthdays of your customers.

With this list, you will be able to offer exclusive discounts for birthdays and strengthen your attention by using the customer’s experience.

Another tip is to check the items most bought by customers and create a commercial campaign aimed at new sales of these products.

You can also verify that the products are items that need to be purchased from time to time, for example: food, medicine, pet food, etc.

In this case, at certain intervals, you can reinforce targeted campaigns for the customers who are most looking for these products.

With a focus on retention, it is also worth checking customers who used to buy assiduously from your online store but, for some reason, stopped purchasing products.

In these cases, you can create personalized emails, offering a discount to “bring them in” or even trying to understand if he has had a negative experience with your store.

Finally, always check the date of registration and try, whenever possible, to keep your customer data up-to-date.

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A few steps to create and manage a customer record in your store

Now that you’ve seen how you can use customer registration for marketing actions and segmented sales, check out some steps to create, maintain, and follow up.

1. Collect your customers' data

The first step, is to create a register of your customers by collecting the data of the consumers of your virtual store.

There are several ways to do this. You can, for example, store customer data from purchases made on your sales website.

From this, it is worth creating segmented lists for sending promotions and email marketing with a focus on conversion.

At Wix, for example, when accessing the customers’ tab, it is possible to access data such as name, number of orders placed, and the authorization of contacts to send emails.

Another possibility is to offer digital marketing materials such as e-books and whitepapers by registering on the file’s landing page.

But take note: in both cases, it is essential to have the consent of the customers for the collection of data for the registration.

In this way, your store will not violate the laws that govern e-commerce and the virtual environment.

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2. Create targeted lists

As we have seen, from the customer record, it will be possible to create segmented lists aimed at various purposes, such as:

1. Creation of exclusive promotions based on the profile of its consumers;
2. Sending coupons and sweepstakes;
3. Understanding the needs of its customers and correcting any flaws in marketing strategies;
4. automatically triggers email marketing.

3. Update registration constantly

To do so, be sure to keep your customer record up-to-date. With each new purchase, for example, you can update your lists or add new profiles to the base.

Also, be sure to invest in other digital marketing strategies to collect and update data, turning your database into a rich source for different actions focused on new sales.

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4. Send custom promotions and ordering links to your lists.

In addition to promotions, through data such as telephone numbers and emails, you can create strategies aimed at a closer relationship with customers.

One tip is to create order links, which can be shared via WhatsApp or social media as an online catalog.

In these links, it is possible to include different products and the quantity of the items. Then just save the purchase and copy the browser link.

Thus, the consumer will only need to include the shipping from their residence and finalize the purchase.

Investing in personalization

All these actions combined should always aim at personalizing and optimizing shopping experiences.

As mentioned earlier, when your online store invests in personalization, the chances of business growth are much greater.

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Conclusion

With everything we have presented in this article, it becomes clear how much the customer record plays a decisive role in e-commerce, isn’t it?

After all, when we get to know our consumers, it becomes much easier to think of strategies to attract new leads, promotions, and commercial positioning.

In addition, customer registration is an indispensable source of data for designing customer experience journeys and for marketing planning.

Finally, without an updated base, it is impossible to think about the personalization that has moved retail (both physical and virtual stores) in the US and globally.

So, use your customer base as a strategic tool for growth, new sales, and e-commerce success!

Well, that’s it. We’ve got to the end of our article: Customer registration: how to create segmented promotions in your store?.

We hope that you enjoyed reading this article and found some helpful advice from it.

Feel free to comment and share this post.
Thanks!!

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