What worked in the past may not work this year. While this applies to retaining customers, every marketer should tape it to their monitor for any initiative this year.
Customers were isolated at home and out of their usual routines, meaning not only were they engaging and ordering from brands in different ways, but the “necessities” they shopped for also evolved.
Consider you’re marketing a clothing retailer, as an example.
A customer isn’t simply shopping online and engaging more through social media while at home instead of visiting your store. Maybe that person is buying more comfortable work-from-home clothing, whereas they historically purchased business clothing. And this has been going on for so long that you cannot expect these behaviors to revert to their previous state once life goes back to normal.
That customer has been ordering online for months now and likely enjoys the convenience and will keep engaging that way, or perhaps their office will not have the same dress standards it once held.
This leads us to the No. 1 key for beginning your customer retention strategies: reassess your program.
“What worked in the past may not work this year.”
Reassess your strategies
Take a look at the behavioral and transactional data from the past year and see if you can piece together any new patterns. What you find will likely lead to shifts in the following areas:
As we mentioned, your customer cohorts have likely changed in the past 18 months, and your best pre-pandemic customers may no longer be engaging as much. There’s also a good chance that customers you have acquired in the past year had never previously engaged with you. Now is the time to re-evaluate your customer segments and how their behaviors have changed.
As we mentioned, customers are not only engaging through different channels than they may have been previously. What they are seeking from your brand is also likely different than it once was.
Similar to content, your customers’ daily routines are likely much different now than in early 2020. The time of day you are engaging and how frequently you are creating touchpoints in your various channels may no longer align with the times when your customers now want or need to engage the most.
Find the right retention partner
At DEG, we believe marketing is most impactful when delivered on an individual level as part of all touchpoints and channels. Our Relationship Marketing experts combine strategy and technology expertise with your customer data to develop the best plan for engaging your audience with the right content in the right moment.
We help national and global brands develop long-lasting customer relationships. And we can do the same for you. Get started by scheduling a meeting with us.