how to make your customers fall in love with you
DESCRIPTION
Success at retail is about creating great experiences. Just like dating. Technology, mobility and access, among other things, have dramatically changed the retail landscape. The future of retail is bigger than flashy technology and the hyper-connected Internet of Things. In this new world, the consumer is in charge. Retailers and brands must build meaningful relationships if they want to see continued sales growth. And the way to do this is by getting to know your customers well, cater to their needs, create moments of delight, stay connected, be nice to their friends and invite them to share their thoughts and experiences. In other words, retail is a lot like dating.TRANSCRIPT
By Emily BuchholtzBrand Strategist
Success at retail is about creatinggreat experiences. Just like dating.
How to make your customers fall in love with you.
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Technology, mobility and access, among other things, have dramatically changed the retail landscape. The future of retail is bigger than flashy technology and the hyper-connected Internet of Things. In this new world, the consumer is in charge. Retailers and brands must build meaningful relationships if they want to see continued sales growth. And the way to do this is by getting to know your customers well, cater to their needs, create moments of delight, stay connected, be nice to their friends and invite them to share their thoughts and experiences.
IN OTHER WORDS,
RETAIL IS A LOT LIKE DATING.
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MAKE THEM FALL IN LOVE WITH YOU.
We believe that when shopping—whether via desktop, mobile, social or in-store—the retail experience should feel less like a path to purchase and more like a first date that went really, really well. So well that the customer is already thinking of the 10th date – so well, that neither brand, nor customer, can think of being with anyone else. And that means creating a really great experience. The experience is so important that some innovative retailers are suggesting the industry measure success not by “sales per square foot,” but instead focus on “experiences per square foot.” We created this infographic in an effort to capture and synthesize some key data points we have been observing, and offer a few “dating” tips. We hope you’ll find it useful as you court your customers and watch them fall in love with you.
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I WANT AN EXPERIENCE.I NEED STUFF.
RETAILERS/BRANDS HAD THE POWER
SHOPPING PLATFORM 1 SHOPPING
PLATFORMS 2+
FOCUS ON ACTUAL CURRENCY
CONSUMER HAS THE POWER
FOCUS ON SOCIAL CURRENCY
New modelOld model
STORE
INTEGRATED BRAND
EXPERIENCE
STORE
PLACE
==
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OF CUSTOMERS TEND TO SWITCH TO A COMPETITOR’S BRAND1
CONSUMERS WHO ARE EMOTIONALLY CONNECTED WITH A RETAILER ARE MORE LIKELY TO SHOP WITH THEM2
CREATE A NEGATIVEEXPERIENCE
89%
4X
1 2ENGAGING EXPERIENCES HELP BUILD RELATIONSHIPS.
RELATIONSHIPS LEAD TO MORE & BETTER TRANSACTIONS.
Relationships lead to improved bottom line
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50%
=AVERAGE COST $3003
LOSING 1 CUSTOMER
OF CONSUMERS WILL PAY MORE FOR A BETTER EXPERIENCE4
LOYAL CUSTOMERS SPEND MORE THAN NEW CUSTOMERS5
86%
33%RETAILERS THAT INVESTED IN RELATIONSHIPS SAW THEIR SALES INCREASE BYWITHOUT INCREASING THEIR MARKETING BUDGET5
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Old vs. new path of retailing
OLD: PATH TO PURCHASEA B
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Old vs. new path of retailing
NEW: PATH TO RELATIONSHIP
A B
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Old vs. new path of retailing
Old: Path to purchase New: Path to relationship
A B
HiINTRODUCE YOURSELF.
INVITE HER IN.
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Old vs. new path of retailing
GET TO KNOW HER.LEARN WHAT SHE LIKES.
I LIKE...
Old: Path to purchase New: Path to relationship
A B
HiINTRODUCE YOURSELF.
INVITE HER IN.
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Old vs. new path of retailing
GET TO KNOW HER.LEARN WHAT SHE LIKES.
I LIKE...
Old: Path to purchase New: Path to relationship
A B
HiINTRODUCE YOURSELF.
INVITE HER IN.
UNDERSTAND HER.
NEW.HELP HER DISCOVER
SOMETHING
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Old vs. new path of retailing
GET TO KNOW HER.LEARN WHAT SHE LIKES.
I LIKE...
Old: Path to purchase New: Path to relationship
A B
HiINTRODUCE YOURSELF.
INVITE HER IN. ENTERTAIN HER.SURPRISE HER.
UNDERSTAND HER.
NEW.HELP HER DISCOVER
SOMETHING
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Old vs. new path of retailing
GET TO KNOW HER.LEARN WHAT SHE LIKES.
I LIKE...
Old: Path to purchase New: Path to relationship
A B
HiINTRODUCE YOURSELF.
INVITE HER IN. ENTERTAIN HER.SURPRISE HER.
UNDERSTAND HER.
NEW.HELP HER DISCOVER
SOMETHING
THANK HER.INSPIRE HER TO
SHARE.
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Old vs. new path of retailing
GET TO KNOW HER.LEARN WHAT SHE LIKES.
I LIKE...
Old: Path to purchase New: Path to relationship
A B
HiINTRODUCE YOURSELF.
INVITE HER IN. ENTERTAIN HER.SURPRISE HER.
UNDERSTAND HER.
NEW.HELP HER DISCOVER
SOMETHING KEEP IN TOUCH.
THANK HER.INSPIRE HER TO
SHARE.
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Social media amplifies the conversation
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Social media amplifies the conversation
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Social media amplifies the conversation
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Social media amplifies the conversation
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74%
55%OF SHOPPERS
SHARE
OF BRAND MARKETERS SAW AN INCREASE IN WEBSITE TRAFFIC AFTER INVESTING JUST 6 HOURS PER WEEK ON SOCIAL MEDIA.6
74%OF CONSUMERS RELY ON SOCIAL NETWORKS TO GUIDE THEIR PURCHASING DECISIONS.6THEIR PURCHASES ON
SOCIAL NETWORKS.6
BY 2015, BRANDS WILL GENERATE
50% OF THEIR REVENUE THROUGH SOCIAL MEDIA.6
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1. GET NOTICEDYou can’t start a relationship if you’re a wallflower. Go from bland to brand. Stand out from the rest.
2. BE HONESTStay true to your brand personality. If it feels forced to you, odds are it feels forced to your customer too.
IN THIS JOURNEY TO A RELATIONSHIP, IT IS ABOUT COURTING YOUR CUSTOMER, NOT SELLING TO THEM. A FEW TIPS FOR BUILDING A MEANINGFUL, LONG-TERM RELATIONSHIP WITH YOUR CUSTOMER.
3. GET TO KNOW HERSophisticated digital tools mean you don’t have to assume what she wants. Use them the right way to ensure you understand her needs and wants.
4. GIVE HER SOMETHING SPECIALGive her something she can’t get somewhere else. Resist the temptation to follow the crowd. What’s right for one brand, may not be right for you. Find what makes you unique and use it.
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IN THIS JOURNEY TO A RELATIONSHIP, IT IS ABOUT COURTING YOUR CUSTOMER, NOT SELLING TO THEM. A FEW TIPS FOR BUILDING A MEANINGFUL, LONG-TERM RELATIONSHIP WITH YOUR CUSTOMER.
Keep her engaged with something unexpected — something that invites her back again and again.
6. STAY CONNECTEDThoughtful notes, updates and conversations let her know you’re thinking of her, even when she isn’t buying something.
7. DON’T OVER DO ITYes, technology is great. But just because you can, doesn’t mean you should.
8. BE NICE TO HER FRIENDSThe opinion of her community goes a long way — and can make or break your success in the ned.
9. REMEMBER: IT’S NOT ALL ABOUT YOUIn this new era of retailing, the consumer has the power. And it’s all about her.
5. SURPRISE HER
1. 2011 RIGHTNOW CUSTOMER EXPERIENCE IMPACT REPORT
3. KISSMETRICS — THE PRICE OF BAD CUSTOMER SERVICE
2. HARBOR INDUSTRIES: INDUSTRY TRENDS AND INSIGHTS
4. FORBES MAGAZINE/CUSTOMER EXPERIENCE: IS IT THE CHICKEN OR EGG?
5. FORRESTER / THE BUSINESS IMPACT OF CUSTOMER EXPERIENCE, 2012
6. DR4WARD / WHAT IS SOCIAL CURRENCY AND HOW DOES IT EFFECT SOCIAL COMMERCE? INFOGRAPHIC
SOURCES:
THANK YOU!