POST-PANDEMIC TARGETING ☛ WEB VERSION: Click Here
expected pre-pandemic profile, the My Usual Type segment. However, marketers should continue to avoid assumption, and evaluate how this group is behaving in the current circumstances. Another familiar group was comprised of previous customers who returned to trusted brands during lockdown (Together Again). These reactivated customers should be welcomed back with rewards for their incremental spend.
Tailored analysis In addition to behaviour profiles, businesses must take a view of trends across a range of different factors such as age, channel usage and purchasing categories. Go Inspire Insight’s analysis of these factors produced
many interesting insights, which can feed into marketing activity immediately. A closer look at age, for instance, showed that this factor had no bearing on whether customers switched from store to online, while assessing purchasing preferences showed that most store-only shoppers failed to migrate online. The impact of marketing also evolved, with traditional sales emails seeing a lower open and click-through rate; meanwhile, emails with an editorial focus (e.g. ten tips for growing tomatoes) had a four- fold increase in click-through rates, causing a sales spike in the product offered.
By making it clear that businesses cannot proceed as before, the emerging segments identified by this
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study are intended to be a starting point for marketers. A bespoke analysis of their own customer base is therefore essential to identify where efforts should be focused, but also where new opportunities lie. They must begin by reviewing the relevance of existing customer segmentation, and assessing how spending patterns have changed during and after lockdown. As well as identifying profiles that represent the most value and loyalty, assessing longer term potential is essential for sustainable business recovery. This knowledge will be a foundation for carefully considered communications, aiming to retain valuable new customers, and tempt back former loyal shoppers.
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