3 Ways to Win Over This Summer’s Shoppers
By Aleisha McKeeby, Solutions Marketing Manager
While the first day of summer 2016 doesn’t officially begin until June 20, it is in full swing here in Florida, with temperatures in the low nineties, sunshine, and the typical afternoon showers. It seems no matter where you live, summer offers a short window to pack in more activities than what’s possible – vacations, days at the pool, sporting events, reuniting with friends and family … the list is endless. Enter also the amount of endless consumer purchases to support these activities—evidenced by the plethora of sales, promotional offers, and discounts from retailers hoping to capture this business.
Yet amidst all this activity, the right approach to connect with buyers in a meaningful way and personalize their shopping experience is missing, though paramount for retailers to effectively break through the noise and competing forces. This summer, I would like to see retailers engage with me in a more effective, conversational, even personalized way and not waste my time with things of no use to me. As a shopper, here’s what will entice me to make time to drive to your store, purchase your products, subscribe to your loyalty programs, visit your website, and keep your brand top of mind.
#1 – You have my data, use it.
The amount of buyer profile data that’s collected these days is enormous, and eye-opening at times to see how easy it is to collect. My buying information is no longer just mine.
Dear “Big-Box” Retailer, I know you have my data in your CRM system, so why are you not in turn using this data to make my shopping experience a better one? Yes, I am a millennial. Yes, I value good service and shop online before I think to visit your store. If you’re going to collect my data, use it to show you really know me and engage with me in a purposeful way.
Forbes contributor Walter Loeb highlights the importance of communication with millennials by stating, “They are “real-time” consumers, shopping for today’s needs and waiting until the last minute to shop for tomorrow’s events.”
Imagine what a conversational engagement might look like if you used that data in your outreach.