Internal & External Strategies to Strengthen Digital Engagement

December 16, 2010
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If you run marketing for a retail store chain or are trying to build up your digital database at branches train your representatives to engage the consumer in a dialogue before they ask for the digital address. Here are some simple things you can tell your consumer to build up your lists:

If you run marketing for a retail store chain or are trying to build up your digital database at branches train your representatives to engage the consumer in a dialogue before they ask for the digital address. Here are some simple things you can tell your consumer to build up your lists:

‘If we add you to our database, you’ll be able to look at your purchase history online’

‘You’ll be able to return/ exchange items without a receipt’

 

‘You’ll get advanced notice of sales and special events – before the public’

 

‘You’ll be able to access all your account information online’

 

‘You’ll be able to ask your peers (other consumers) about us – real references’

 

A simple dialogue helps in increasing capture rate, both in-store and across channels – web and catalog. Also, think about extending your data storage so that you can capture additional data fields on your customer base and their purchases. Your site, email and their transaction could be used as a contactless loyalty program system. Doing this in real time makes it more impactful.

 

Additionally, think about doing the following:

1) Spend a little more time engaging the customer in relevant dialogue; talk to them about the product they’ve purchased, solicit their input and point out your digital assets – sell them on visiting these portions of your site and sharing information.

2) As you sell them on these digital assets and associated benefits, be crisp and precise – make sure you have this scripted so there is no confusion by the reps. A consistent branded message across channels goes a long way in keeping things clear.

3) Take a little extra time to get their email ID, get them to notice your Facebook page, let them follow you on Twitter. Don’t just ask for their email first, describe the benefits of your program and only then ask… this increases your chances of collecting the information. This intelligent conversation gives your brand credibility, makes your reps look real and helps to engage your customers.

Now, think about engaging your own team and keeping them involved throughout the process. Start by getting your team to be proficient users of your digital programs, your goal should be 100% opens and clicks by your own people. If your team is paying attention to your program – they’ll be in a better position to describe the emails to your customers/ prospects.

Don’t forget to have signs in your store/ branch and posted on your other channels listing the benefits of your email program – really crisp messages to 1) entice the user to sign up; and 2) stress to the recipient that you have a program worth their attention.

Try to keep your solicitation messaging consistent across channels, run internal contests to reward your own people – on digital collection and email capture effectiveness. Define email capture effectiveness as a scoring system for a customer to both open and click your campaigns.

It is not just about collecting names, it’s about getting people to pay attention.