Customer Registration: How to Create Targeted Promotions in Your Store?
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Customer Registration: How to Create Targeted Promotions in Your Store?
Presented By
Black Pearl Matrix
How to use customer registration to create targeted promotions:
- Name and address
- Phone and contact email
- Number of purchases made in your store
- Customers' date of birth/birthday
- Date of last purchase
- Date of registration update
Personalization is very important in today’s business environment, as this concept is the first step towards offering a more individualized buying journey, which involves creating and continuously controlling your customer base.
1- Do You Want Proof of This New Market Context?
Data from an Open Text survey show, for example, that more than 70% of consumers return to buy 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, research highlighted that 80% of consumers are more likely to buy from a brand that offers personalized experiences.
In turn, 77% of respondents to a Forrester survey indicated that they had previously purchased, referred, or overpaid for brands that are concerned with personalization.
However, without in-depth knowledge of your customers and an up-to-date record that keeps a variety of 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.
2- What is the Importance of a Customer Register for your Online Store?
Customer registration assumes several crucial functions for the operation and success of an e-commerce site.
The first important point is the issue of logistics. By keeping address data up to date, you can optimize deliveries for your customer’s future purchases.
In addition, as we will see later, you can create a personalized promotion, facilitating the conversion of 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:
• Create intelligent content, studying the profiles of your e-commerce audience;
• Direct campaigns focused on building the loyalty of customers who buy the most from your store;
• Offer discounts and create sweepstakes with exclusive gifts and offers;
• Design a multichannel strategy, based on following 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 continuously monitor it, seeking to keep it updated for future actions.
3- Customer Registration and Consumer Experience
You know what it’s like when you get a special discount coupon on your birthday or when you get an email with deals based on items you really care about?
This is precisely a demonstration of the efficient use of a customer base to improve the consumer experience.
By objectively and consistently applying this strategy to 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.
One study found that 32% of consumers worldwide will stop shopping with a company after just one negative experience.
And that number, according to the survey, is even higher in the US, reaching 49% of customers who stop buying with a brand.
Taking this data into account, the chances of you increasing your store’s abandoned carts by not meeting 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 bases for structuring better experiences in your e-commerce – is much simpler than it seems.
About Black Pearl Matrix
We are a passionate team of experts that have helped businesses large and small from all around the world to capitalize on the Internet.
BPM Professional Web Design, Online Business Development, Pre-Built Online Stores, Mobile Apps, SEO Services, Web Hosting, Interactive Media & Animation, Social Media Integration, Branding, Affiliate Opportunities, Online Store
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4- How to use the Customer Register to create Segmented Promotions?
But first, let’s look at how you can use a customer record to customize your online store’s promotions.
Suppose you keep a record of the following items:
• Name and address;
• Telephone and e-mail contact;
• Number of purchases made in your store;
• Customers’ date of birth/birthday;
• Date of last purchase;
• Registration Date.
From simple information like this, you can create segmented lists that contain, for example, your customers’ birthdays.
With this list, you will be able to offer exclusive discounts for birthdays and reinforce your attention using the customer experience.
Another tip is to check the items most purchased by customers and create a commercial campaign aimed at new sales of these products.
You can also check if 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 campaigns aimed at customers who are looking for these products the most.
With a focus on retention, it is also worth checking out customers who regularly shopped in your online store but, for some reason, stopped buying products.
In these cases, you can create personalized emails, offering a discount to “bring them in” or even trying to understand if he had a negative experience with your store.
Finally, always check the registration date and try, whenever possible, to keep your customer data up to date.
5- Some Steps to Create and Manage a Customer Record in your Store
Now that you’ve seen how you can use customer records for segmented marketing and sales actions, check out some steps to create, maintain and follow up.
The first step is to create a register of your customers by collecting data from consumers of your virtual store.
5.1 Collect Your Customer Data
There are several ways to do this. You can, for example, store customer data for 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.
In Wix, for example, when accessing the customer tab, it is possible to access data such as name, number of orders placed and authorization of contacts to send emails.
Another possibility is to offer digital marketing materials, such as e-books and whitepapers, by registering on the landing page of the file.
But be careful: in both cases, it is essential that the customers agree to collect data for registration.
In this way, your store will not violate the laws that govern e-commerce and the virtual environment.
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5.2 Create Segmented Lists
As we have seen, from the customer register, it will be possible to create segmented lists aimed at different purposes, such as:
• Creation of exclusive promotions based on the profile of its consumers;
• Sending coupons and sweepstakes;
• Understand the needs of its customers and correct any flaws in marketing strategies;
• Automatically triggers email marketing.
5.3 Update the Registry Constantly
For this, make sure you 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, transforming your database into a rich source for different actions focused on new sales.
5.4 Send Personalized Promotions and Order Links to your Lists
In addition to promotions through data such as telephones 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 catalogue.
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 shipping from his residence and finalize the purchase.
5.5 Invest in Personalization
All these combined actions must 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.
FAQ – Frequently Asked Questions About Customer Registration
1. How important is it to keep the customer record up to date?
It's quite simple: the more customer data and information you have in your registration, the more you will be able to know your customer and be able to serve him in the most personalized way possible.
2. What are the benefits of having a good customer base?
Having a good record is essential for the progress and growth of your business. Currently, engaging and retaining your customers is essential to boost marketing and sales strategies. The registration, therefore, is important not only to create the bases of your relationship with the customer, but also for loyalty.
3. How to manage customer registration data?
A complete management tool offers the integration of processes from different sectors of the company. Software that includes this function is the best way to control this data. The appropriate system allows the registration to communicate with the other departments of the company, facilitating the use of customer information without the need for a procedure to cross-reference the information.
4. What questions do you ask your customers?
1- How do you rate the customer service provided by the company?
2- Was the information about the product/service passed on clearly and correctly?
3- Were your doubts/problems resolved as expected?
4- Are our agents able to adequately understand your questions, suggestions or concerns?
Conclusion
With everything we have presented in this article, it is clear how much customer registration plays a decisive role in e-commerce, isn’t it?
After all, when we know our consumers, it becomes much easier to think of strategies to attract new leads, promotions and commercial positioning.
Furthermore, the customer record is an indispensable data source for designing customer experience journeys and for marketing planning.
Finally, without an updated base, it is impossible to think about the customization that moved retail (both physical and virtual stores) in the US and worldwide.
Therefore, use your customer base as a strategic tool for growth, new sales and e-commerce success!
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