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BizReport : Ecommerce archives : December 09, 2014

Top 3 tips for better engagement

Today's marketing landscape is technology-driven built on piles of valuable data. Data is a goldmine for companies - bringing troves of insight about customers that allow companies to market in a whole new way. eClerx offers service solutions aimed at automating and optimizing content management and web operations, driven by processes, analytics and data management.

by Kristina Knight

Kristina: A lot of experts continue talking about 'channels' - how brands need to have cross channel strategies and campaigns. Do you agree?

Scott Houchin, eClerx head of Digital: Cross-channel strategies are increasingly important in the evolving digital landscape, but with customer journeys varying across location and touchpoints, the paradigm shift to omnichannel is inexorable.
Instead of thinking in terms of channels, however, marketers need to think about engaging the individual customer. Adopting a customer-centric approach ensures content is targeted and offers the personalized experience customers expect.
Consumers have taken back ownership of their journeys and experiences and they want brands to meet them wherever they are, and know who they are. Omnichannel is a means of tactical operations, but overarching strategy should be customer-focused, leveraging highly targeted data sets, a 360 customer view and day-to-day analysis of web performance and sales.

Kristina: Outside of strategizing campaigns for specific channels, what can retailers do to increase shopper engagement and loyalty?

Scott: Increasing engagement and loyalty is not completely tactics based. Driving effective content that builds loyalty, is intelligent, actionable data, like individual's purchases, conversion history, click-through rates and customer feedback.
Another means of building and maintaining loyalty rests in user-generated content. Data shows customers are more likely to make a purchase after reading a review on social--a credible and relevant source for them. Not only should retailers welcome customer reviews and contribution on their sites and social pages, but they should leverage the data as free market research and convert it into actionable insight. It's almost like an untapped pot of gold for many companies.

Kristina: What are your top 3 tips for better customer engagement?

Scott: • Quality assurance - Dead URLs, site glitches and inaccurate product information will result in abandoned purchases and unhappy customers. Run proper testing and implement optimization practices well in advance of high-traffic periods to ensure a seamless user experience and convert loyal, repeat customers.
• Know your customer - One of the biggest turnoffs for online customers is disingenuous personalization. Regular cleansing, analysis and effective use of customer data points will help create an accurate customer view and is the best way to demonstrate customer personalization.
• Rapid Response - With customer journeys touching a myriad of touchpoints, marketers must be prepared to engage the customer anytime, anywhere. Develop a rapid response strategy using real-time intelligence and on-the-spot processes for execution.

Image via Shutterstock

Tags: advertising, eClerx, ecommerce, ecommerce content, shopper engagement

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