Every retail businessman knows: the client is fundamental for success.
Good practices that lead to success in retail business involve knowing your clients to better manage and plan, and, especially to serve and go beyond their expectations.
Due to this, whenever possible, offer more value to them, by means of relationship, offers and benefits, as this will reflect in more results such as loyalty and sales. In an environment in which competition for the consumer’s attention is always fierce, it is possible to make a difference.
And this happens when we enhance the clients’ experience with our business.
Everyone likes to be surprised positively – especially your customer. And in order to go beyond offering products and quality service, or good price, it is necessary to create experiences that reinforce the perception they have of your shop; that will strengthen the customer-shop relationship, by stimulating continuity and attendance; and that will leverage new sales.
The value of proximity
The point here is relationship. Nowadays, it is possible to have a closer and deeper relationship with your client far beyond your shop, by informing, interacting and keeping your brand present in a relevant and closer way to them.
For this to happen, it is important to count on tools that will work with the information you have and enable this interaction in tune with the behavior of the client.
The value of benefits
To offer benefits is a way of feeding a positive perception of your business, contributing towards increased customer loyalty. Be it in the form of offers, loyalty programs or other approaches, value benefits for your public have a significant impact on dynamizing your business.
To plan the best actions in this direction, it is fundamental to have a knowledge of what is more relevant for the consumer, in synergy with the commercial strategies of your business.
The value of personalization
With the evolution of technology, the consumer has at hand different ways of buying and interacting – and in this scenario information is a very important asset of the business. The power of data enables a much deeper knowledge of the client. And this is strategic: it allows for the development and execution of offer actions, promotion and communication thought for each client, delivering really personalized experiences, combined with the use of different communication channels. Research proves that results are multiplied throughout time. :
- Clients respond positively to personalization: they tend to buy in larger quantities, with bigger average tickets and to recommend your brand to others.
- Privacy is important, especially in personal payment data. But the consumer shows to be more willing to share more information with brands that they trust – especially if they realize that this creates benefits, such as suitable offers and more simplified purchase processes.
- Many businesses are still at initial stages when it comes to offering personalized experiences to their clients. That is: the ones who get ahead in this direction are naturally at an advantage.
The challenge for personalization lies mainly in the issue of data: capture, centralization, management and analysis must work well- they are the raw material of personalized actions.