Retailer Shift to Customer Focused Marketing
Consumers are accelerating the buying process, technology is improving daily, and simply put, retailers have to work to keep up. How can a retailer marketing platform help? Traditional practices and antiquated software and databases just aren’t cutting it, preventing retailers from keeping up with consumer demands and responding to marketing opportunities. So how does a retailer make the shift to customer focused marketing?
Listen to Your Customers
A retailer can’t respond to their customers if they don’t have a way to keep track of what their customers want. More advanced retail chains may have customer service departments that can dedicate time to collect customer surveys and note trends in what their customers’ feedback includes. But even smaller retailers need to be able to listen to the consumers and adapt to the changes in their markets.
Whether or not a full fledged customer service team is feasible for your store or stores, there are plenty of tactics to help you keep up with your customers. The most obvious way would be to compare year-over-year sales and your in-store and online traffic to see if your marketing messaging is resonating with your audience. The leaders in the world of retail are using retailer marketing platforms to track interest and promote deals, while others are employing social listening, or the process of monitoring the feedback they receive through relevant social channels.
Respond to the Market
Once a system has been developed for collecting customer feedback (through dedicated measurements, survey campaigns, social listening strategies, etc.), a retailer has to be ready to respond to the results. Some retailers may find that they must completely change how they do business in order to remain competitive. Key industry leaders have set a high bar for customer expectations, which include access to everything to know about your products, and an air of instant gratification.
Adapt to Get Ahead
According to a recent BT and Ovum survey, 80% of retailers spend time updating, patching and fixing their legacy software and databases. As a business’s IT systems age, their reliability, security and ability to meet the needs of the business decline. By spending so much time and money on maintenance, a retailer’s ability to respond quickly to changes in the market is hindered, meaning that they can become increasingly more likely to let down their customers.
Retailer Marketing Platform for Customer Focused Marketing
Luckily, retailer marketing platforms are designed to help retailers keep up. As consumers build expectations around their experiences while moving through the process of purchasing a product, the Lynkem platform builds solutions that help meet these expectations. Our latest innovations bring brands and retailers together to share resources and manpower, and deploy marketing campaigns that meet the expectations of your customers. Scalable asset sharing and pre-made social media ads and posts help retailers maintain the story that a brand has built around its products. The shared success of these campaigns can be reviewed and analyzed alongside sales numbers over time, to gain insights into what messaging brings more customers through the door, and quickly dive into a collaborative social listening strategy.
If you’re ready to start utilizing a retailer marketing platform that will help you keep up with the needs of your customers, get started with Lynkem today.