25% eCommerce companies top performing in customer loyalty can retain almost 70% of buyers as the Online Consumer Trends 2019 report shows, while in the worst performing eCommerces only 20% of customers are willing to make two purchases, and only 10% more than three. Find out how marketing automation can help your company to make it to the top 25%.
The data of 500 large and midsize eCommerce businesses – over 1,5 billion online events and over 120 million transaction worth over 500$ million of revenues, analyzed in Online Consumer Trends 2019, report created by SALESmanago Marketing Automation, reveals that over 70% of customers don’t come back to eCommerces worst performing in customer loyalty. In the same time, those most efficient in using marketing automation software lose only 30%. What is more, for returning customers online stores are paying again and again because 48,5% of them still make a purchase after visiting store from external sites and ads.
The question then arises, how to keep at least some of those 70% of customers who are going to never come back again?
The answer is to effectively communicate with the existing customer database using personalization, time relevant messaging and automatic programs which addresses different customer behaviour across it’s entire lifecycle. By doing so, companies most efficient in using marketing automation generate 25% of their revenues thanks to campaigns conducted from marketing automation platform.
What Marketing Automation can do for your online store?
The basis of marketing in every eCommerce is to know your customers, their needs and interests – in other words to create 360* behavioural profile for each buyer or potential buyer. Marketing Automation system allows not only to collect data about user’s behaviour on the website and both – online and offline transactions but also information about activity in the loyalty program, in Social Media and Mobile App, as well as data from external systems such as CRMs, ERPs and Data Warehouses.
Based on the client’s profile, Marketing Automation technology generates perfectly tailored offers. AI & Machine Learning engine generates predictive, data-driven product recommendations, which will be the most interesting to your customers and most likely to buy. Automatic processes and campaigns enables to respond in real-time to any customer activity providing seamless omnichannel experience.
In short words: Marketing Automation technology allows you to deliver a tailored offer at the right time using the best communication channel.
How Marketing Automation can boost customer loyalty?
Personalization is a key to customer loyalty. According to McKinsey & Company, targeted communications that are relevant and useful can create lasting customer loyalty and drive revenue growth by 10 to 30%. Another research shows that nearly 91% of consumers are more likely to shop with brands who provide relevant offers and recommendations. That’s why you should segment your customer database depending on transactional data, such as time of last purchase, frequency of purchases, or amounts spent. Send different messages to users who buy often and other to those who shop occasionally. Provide information about promotions to thrifty customers, and to high-spenders deliver information about new products and premium collections. With Marketing Automation you can automatically detect the probability of customer churn and respond to declines in purchasing activity.
It should come as no surprise that mass newsletters can or rather should be personalized. Address customers by name, use 1-to-1 product recommendations and send time relevant messages, which are almost as effective as discounting.
Dynamic e-mails containing offers browsed during the website visit, sent immediately when the customer leaves the page, will generate almost as many clicks as messages containing discounts and special promotions created to engage the customer again in the buying process with an added value.
With Marketing Automation you can deliver 1-to-1 product recommendations in different communication channels, most suitable for certain customer. Use the recommendation frame on the product page to offer the products most frequently bought by other people after viewing product and the frame with the bestsellers on the cart page. Arouse interest thanks to dynamic emails after visit containing recently viewed products enriched with AI & Machine Learning product recommendations. Answer the abandonment carts problem, which by average for eCommerce go as high as 68%, by sending dynamic emails with products left in the cart, giving your customers opportunity to quickly return to the purchasing process.
Use personalized banners to display content tailored to customer interests and a stage in the customer lifecycle – show a banner with a discount for the first purchase for new visitors, a banner encouraging to join the newsletter for those who are not subscribers yet, and for those who have made a purchase during last month display banner with rabate code for the next one. Launch a dynamic popup and adjust its appearance depending on the previously viewed categories, even for anonymous users. For example, if you sell footwear, adjust content and display a different popup for users interested in women’s shoes and another for men.
Marketing automation software enables creating an intelligent bot on Facebook Messenger with a quiz to engage customers. For example, if you have a beauty online store use quiz to present tips on caring for the different types of skin and offer the right products from your offer for daily care.
With marketing automation software you can take care of customer experience as well as customer service by displaying products suggestions during live chat conversations, based on shopping history and website visits, as well as AI & Machine Learning product recommendations.
Marketing automation will finally enable you to automatically adjust your page and communication to meet expectation of any of your customers and in this way increasing your shop conversion and revenue.
All these examples of campaigns carried out with scenarios configurable in marketing automation platform are building the sense of familiarity with the brand, making the buying process easier and your offer more relevant. It’s important to start to build that sense from the first contact with the store and not to lose customer’s interest in your offer by delivering too many offers that are not fitting his taste.
Having a platform capable to run personalized omnichannel communication and that allows you to precisely define how to respond to customer behavior makes designing a powerful loyalty program much easier. It solves many potential technical issues which often ends up ruining ideas for great campaigns and processes.