How retailers can stay successful when face-to-face marketing and selling is affected

By Ricardas Montvila, Senior Director of Global Strategy, Mapp Digital

As Coronavirus spreads, companies are taking preventive measures to try to keep their employees safe. But with these measures, day-to-day business processes – including manufacturing, marketing, and selling – are being put to the test.

B2C companies, especially traditional retailers, are seeing a decrease in sales as people are choosing to stay at home instead of going shopping.  But there is a silver lining for retailers. People’s buying habits are changing: less bricks and mortar, more online shopping. 

How can a digital marketing platform help?

  1. Drive people to your online store

If you are only using email, it’s time to branch out. Use all your marketing channels to take consumers to your online store, including paid ads, push notifications, SMS, social media posts, and so on. Think of appealing promotions that people might need or want right now to drive website traffic.

  1. Personalise your website experience

Enhance the traditional purchasing path by adding value at every stage, with personalised, relevant and automated engagement. Recommend the best products based on their previous purchase history, as well as viewed products across multiple website visits and interactions. Show your website visitors content that they actually want to see, in order to guarantee higher engagement rates and decreased bounce rates.

  1. Optimise your abandoned basket campaigns

Is your abandoned cart strategy actually bringing people back? Abandoned basket marketing involves follow-up messages sent to consumers who leave a website without purchasing the items in their shopping cart. In order to optimise abandoned basket messaging, use analytics and insights to find out more about the people abandoning their purchase.

  1. Rely on the power of smart discounts

Discounts are an effective – but costly – way to entice prospects to buy something from your online shop. But not everyone needs to be incentivised. Only offer a discount to those who won’t buy without it. That way you won’t interfere with potential new customers in the checkout process who have already made up their mind.

  1. Build customer loyalty

You want customers to remain loyal even if things aren’t going the way they should. Customers might be upset or frustrated because they didn’t get what they expected, so it’s your job to let them know that you care. Send messages to keep them up to date on delays, when certain products are expected to be back in stock.

  1. Continue tracking customer intent

If the majority of your business comes from high ticket items, consumers might be less likely to make larger investment decisions in non-essential goods. So your time may be better spent continuing to capture granular customer intent data so that you are able to engage with them using the most targeted and relevant message as soon as consumer confidence picks up.

Are you ready?

In a world where people are increasingly hesitant to go outside, consumers are starting to rely more heavily on the internet to go about their daily life. Is your business ready to take on this new customer need in this challenging time?



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