What activation strategy for e-retail?

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At the crossroads of the digital and physical worlds, e-retail faces specific challenges. Consumers are increasingly demanding and volatile: they obtain information on all channels and expect ever richer and more tailor-made customer experiences. With the covid-19 crisis, e-retailers have also had to respond to consumer concerns (compliance with health measures, adaptation to the context) and have favored Customer Care/reassurance communications to maintain a strong link with their targets. These personalized communications are made possible by the use of quality data, allowing to obtain detailed customer knowledge. To this end, the adoption of a marketing activation solution makes perfect sense. E-retail challenges, data exploitation, activation on all channels and top best scenarios, we reveal the recipe for a unique customer experience!

What activation strategy for e-retail?
WHAT ARE THE CHALLENGES FOR E-RETAIL?
What challenges for E-Retail?

The e-retail sector presents its own business and relational list of bahamas whatsapp phone numbers challenges. The business challenges obviously revolve around the search for turnover growth. How?

By continuing to convert prospects into customers by triggering a first purchase



Then by targeting the loyalty of existing customers (improving the repeat rate by increasing recency or frequency scores )

And the increase in the average basket

While implementing an inactive retention strategy

These business challenges are directly linked to the relational challenges of e-retail. Indeed, the digitalization of points of sale and the advent of new technologies have helped to revolutionize the sector and the customer experience offered. More informed and more demanding, consumers are adopting an omnichannel journey: visiting points of sale, searching on the Internet and social networks, purchasing online or in store, etc. These behaviors in fact imply a multiplication of data that e-retailers must collect and analyze to improve knowledge and customer experience and therefore engage in a lasting relationship. The 2019 CGI Barometer mentions that the reinvention of the shopping experience is the number 1 priority for 92% of retailers and is the IT priority for 87%.

Marketing Activation as a solution?

In this context of change, marketing activation makes it possible to automate key moments in the customer relationship by interacting in a relevant, personalized way with the right person, at the right time and via the right channel. Several contact opportunities and key moments support the customer journey and its life cycle. Each marketing objective corresponds to a program, a communication:

Attract the prospect/Lead generation: The prospect visits the website and subscribes to the newsletter => sending of a communication “newsletter subscription confirmation + welcome Mr/Mrs X”.

Engage contact/Lead Management and Welcome program: The prospect discovers the site and the products. He learns about your brand, you welcome him. He opens the newsletter and clicks on product pages => sending a communication "discover the Add to Wishlist option". Then the prospect visits the site repeatedly and adds products to his basket... which he abandons => sending an abandoned basket reminder "Don't let your favorite product pass you by".

Grow it/Cross-selling program: The prospect makes their first purchase and becomes a customer => sending a communication "Welcome 1st purchase + confirmation of account creation + confirmation of order". At this stage, you can also deploy campaigns to encourage a second purchase and grow your customer.

Enrich the relationship/Loyalty program and Lead Nurturing: A satisfied customer is a loyal customer. Surveys and polls are good ways to gauge customer satisfaction. To enrich your relationship, be present at key moments: customer birthdays, celebrating their first order, etc. These are all opportunities to boost the value of your customers and offer them other products (cross-sell and up-sell).

Retaining the customer/Churn Management: Manage your inactive customers by regular purges and optimizing the sending of communications. You can also think about setting up scenarios for reactivating inactive customers by programs such as “Welcome back” “We miss you”...