SOUNDBITES
Elements of customer development you control
For an average client, your merchandise assortment is responsible for +/- 60 per cent of what you sell. If advertising is responsible for 80 pe cent of your sales, you’ve done something wrong. You want customers to buy from you simply because of what you sell.
So you control what you sell.
Y
ou control what your customer sees when the customer arrives at
your website. Showing every customer the same thing every time worked in 1999, it doesn’t work in 2021. Well, it works, but it is highly sub- optimal.
Join
Kevin Hillstrom and a host of other expert practitioners at the
DCA Annual Summit on 17th June for a virtual
smorgasbord of great insight, brilliant ideas & sheer inspiration.
16
You control the notifications you send to your customer. Every night Clubhouse is sending me a couple of notifications every hour. Most of it is garbage, of course (How To Make $10,000 A Month ... Blurring Boundaries of the Forth Industrial Revolution ... How To Launch A Podcast). But that’s not the point. The point is that they’re working overtime to let me know to interact with the app. The same concept applies to Orvis. I can get notifications from Rakuten about what retailers want me to buy but I can’t get notifications directly from retail brands. Tells you something, doesn’t it?
You control every aspect of your email marketing program. Most of us don’t personalise anything. My team personalised email campaigns at Nordstrom in 2001. Tells you something, doesn’t it? Clients who personalise email campaigns get 10 per cent to 50 per cent gains in productivity, and that
By Kevin Hillstrom, MineThatData
greatly accelerates Customer Development.
You control all print marketing activity. Old school cataloguers still generate half of their sales from print, stunning as that may sound. They know something about Customer Development that most eCommerce brands fail to understand. Of course, that level of knowledge comes at a cost, a cost that paper reps, printers, and postage mavens love.
You control your loyalty program. Points, discounts, promotions, perks. All of this gets communicated in an outbound manner. Use this real estate wisely.
You control your audio and video efforts. Podcasts. YouTube. Instagram. Tik Tok. Every brand great at Customer Development has a credible Audio/Video program. I’ve worked with several brands who are essentially old-school television stations, sans linear programming. It’s a no- brainer, folks.
You control a lot of stuff, but I’m not interested in itemizing everything you control. I’m interested in seeing you do something to facilitate the Customer Development process.
Direct Commerce |
homeofdirectcommerce.com
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60
