Consumers have more ways than ever before to shop for goods and services. And these consumers often prefer purchasing through one channel over another. For some, it’s all about the bricks and mortar experience while others enjoy the click of the mouse. Understanding consumer preferences and targeting them through the right channel at the right stage in the product lifecycle can boost sales.
Writing for MultichannelMerchant, Tim Suther, CMO of Axciom reminds marketers to pay attention to how consumers initiate contact. Getting promotional messaging right after a triggering event occurs is key to building a relationship with customers. For example, if a customer opts in to receive email information about a limited-time apparel sale, a marketer should respond with emails. And consider the case of the customer who shops online and who then abandons the cart and shows up at the store to make the purchase. From that point on, promotional activity for that customer should be all about incentives to visit the store to make a purchase instead of spending marketing funds trying to get that customer to shop online.
Suther cites Forrester research which indicates that nearly half of marketers don’t take their customer preferences into account when they design marketing strategies that cross channels. He notes that over 2/3’s of consumers exhibit multi-channel behavior. As it become easier to maintain databases regarding customer preferences, marketers can use this information. Merchants who take the initiative to track customer preferences and target them appropriately across online and offline channels will strengthen the business relationship and make it more profitable.[Source: Suther, Tim. Maximize Trigger Campaigns with a Multichannel Approach, Multichannelmerchant.com. 9 Aug. 2011. Web. 29 Aug. 2011]