The main reason why Amazon is able to deliver such outstanding personalization, relevancy and transparency is due to all of the consumer insights they collect. They put everything they know about
their customers to work and it results in a delightful experience for them.
Believe it or not, you can put these insights to work too – even if you’re working on a team of one.
Every time someone orders from your business, you collect valuable data. You know where they live, a bit about their interests, if they transact with coupons, and so much more. Then, every time a customer visits your site, you collect behavioral insights. Does it take them three days to actually complete a purchase? Do they only shop items under a certain price point?
Combining customer data and behavioral insights to connect with customers is the golden ticket. By leveraging those insights in the right way, your customers will feel more connected to your products and your brand.
Pro tips to leverage your customer insights
Tap into marketing automation. Marketing automation software is the most effective and authentic way to connect with your customers. You can set up your processes to reach out to customers based on their behaviors. If a customer opened a particular email you sent but didn’t take action, the system can automatically send them a follow-up email a few days later. This is a great way to avoid sending the same generic messages to all of your subscribers who might not be interested in the same topics.
Be helpful; not creepy. When you use customer data to connect with shoppers, it’s not what you say – it’s how you say it. Reaching out to someone who abandoned their cart with a 10% off coupon would come across as helpful. Meanwhile, it would be intrusive to reach out to that same person with “We noticed you browsed that product page for 24 minutes, and put several items in your cart. Did you change your mind?”
Track your results. As with every good marketing strategy, it’s important to measure your results. By measuring your results, you can fine-tune your messaging to build a more loyal following. You might learn that males between 18 and 34 living in the midwest are likelier to spend more with your brand, or that expectant mothers are most likely to shop with coupons. If you’re armed with this knowledge, you can create highly targeted messaging that will drive more sales.
WHAT THAT LOOKS LIKE IN ACTION:
Ann from Cleveland has made three separate purchases from your small business in the past. Each time, the order total was less than $50. Ann hasn’t made a purchase in a while, but she does visit your site from time to time. After several months, she fills her cart with $170 worth of products … but Ann doesn’t follow through with the order. She leaves everything in her cart. Two days pass, and it’s still there waiting in her cart. All of these behaviors trigger an automation tool to send Ann a coupon for 15% off. She receives it in her inbox and happily completes her order.
