Why is Online Personalised Communication with Customers Important for Brick-n-Mortar Businesses?

Posted in Guides, Wallet Circle Tips & Tricks by admin

Loyalty App

We’ve all seen the wide-reaching adoption of mobile over the past decade. Now, customers carry devices wherever they go and check them frequently throughout the day. They use them to shop, socialise, play, and manage other parts of day-to-day life. What does this mean for a brick-n-mortar business owner? You now have the opportunity to communicate with customers beyond the verbal interaction that occurs in your store and your marketing efforts at large. Through application technology, you can create loyalty programmes to track, communicate with, and reward customers individually. Why is this personalised communication so important? Here are a few reasons.

It Helps Customers to Feel Valued

The bar has been set high when it comes to customer service. With the advancements in technology, the increase in mobile shopping, and omnichannel marketing, customers expect their needs to be catered to. Many appreciate targeted offers online that are personalised to their specific preferences, and are coming to expect that same service from brick-n-mortar stores. Tactics such as proximity or beacon marketing enable that level of service for brick-n-mortar businesses.
By personally connecting with each customer, you make them feel more valued; showing them their business does matter. They understand that they aren’t just another number walking through your door.

It Improves Customer Engagement

The irony is that even though 94% of total retail sales are still generated in brick-n-mortar stores, most businesses focus on knowing their online shoppers.
By implementing a solution for the customers who come into your physical store, you can learn when they are close by, how often they shop, and what kind of incentives they engage with. This helps you increase sales and loyalty by sending targeted messages that are personally relevant. The bottom line is you can focus more effort on the customers who are bringing in the majority of your revenue through personalised customer engagement.

It Improves Customer Loyalty

The next benefit confronts a huge problem brick-n-mortar businesses face, when the customers who buy from you and don’t return. They made the decision to make a purchase but now seem to have forgotten about you.

Are they unhappy?

Are they shopping somewhere else?

Regardless of the reason a customer is dormant, you can give them a reason to come back. You already have a foot in the door, so with personalised communication, you can re-engage them. The stats say that it is 6x more expensive to gain a new customer than to retain an existing one and loyal customers are worth 10x their first purchase.

So creating that loyalty can be very valuable for your business!!

Entice Existing Customers to Spend More

Lastly, because you know your customers, you can use personalised communication to encourage them to spend more. For example, if they shop regularly, reward them with 10% off on their next visit, or remind them they only need to make two more purchases to receive an award. This will help to entice them to keep shopping with you to gain more rewards.

Despite growth in online shopping, brick-and-mortar stores are still responsible for the majority of sales. People enjoy the accessibility and the ability to see and feel a product. However, without taking advantage of digital technology and the communication capabilities it provides, many customers will fall through the cracks. To build better relationships with your customers, that are more rewarding for both parties, personalised communication is a must.

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