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BizReport : Ecommerce archives : November 11, 2013

Brands: Why testing is as important as targeting

Heading into the busy holiday shopping season many retailers are putting a lot of effort into creating multiple creative avenues for campaigns. But, according to one expert, consumer data may be as important as creative. The more information you can capture on your customers the more targeted and relevant you can be in your communication.

by Kristina Knight

Kristina: Should retailers go into the holiday shopping season with a plan for the types of customer information they want to harvest? Any easy ways to collect that data?

Jerry Jao, Co-Founder & CEO, Retention Science: Consumers leave a trail of important data every time they visit your site, open an email, make a purchase, or post about your brand. Google Analytics and Tag Manager are great for collecting the behavioral data like frequency of site visits, product page views, and length of time on site so that you can populate your messaging with the appropriate products, offers and content that will be most relevant. This information should be married with the sales data that is captured by your Ecommerce platform for a complete 360 degree profile on each individual.

Kristina: Consumers are smarter deal shoppers than they've ever been. They're able to recognize a real bargain vs. a marketing stunt. How do you reach and impact this wiser consumer?

Jerry: Retailers need to analyze how each customer or subscriber reacts to different marketing campaigns. For example, a free shipping offer might be more appealing to some customers versus 10% or 15% off. Collecting and analyzing the different purchasing data based on coupon redemptions are very important and will help you understand which offers are more effective drivers for sales / conversion.

In addition, by understanding which deal and offer types that customers prefer (i.e. free shipping vs. dollars off), you can significantly increase the response rate to your marketing campaigns. For a greater impact on conversion, you might discover that a large portion of customers should not be sent direct mail but only receive SMS and email. Another segment might be better impacted with social marketing.

More from Jerry and Retention Science tomorrow, including how brands might target smarter for the holidays.

Image via Shutterstock

Tags: ecommerce strategy, ecommerce tips, ecommerce trends, Retention Science

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