The rise in the Customer Experience Management (CEM) role within marketing organizations is a reflection of the change in the sales process – once a funnel, now a loop – as CPG brands and retailers take a deeper look at the lifecycle purchase process to create brand loyalists and advocates. As I reported in Part 1 of this blog post, according to a Nielsen report, the traditional shopping funnel is dead and success in the CPG world requires a deep understanding of the shopper, their category needs, and the touch points that influence their behavior within the constantly “on” digital environment we live in today.
Previously I wrote about marketing tactics to connect and convert customers by making your current marketing not only digital, but mobile as well. But as the old sales funnel model ended at the point of purchase, this next evolution of the sales loop needs continuous engagement in order to not just close one sale today, but retain the customer for future purchases and create a loyal customer.
After the purchase, a whole new set of influencers come into play. If your customer had a good experience with your product, then this is your chance to keep them engaged and actively interested in a continued experience with your brand. Your customer might use his mobile phone to text a friend about your product, seek out new uses, and possibly share information about your brand on Facebook or Twitter. Loyalty is typically harder to instill in shoppers in the CPG industry, but using a multichannel approach to target customers based on what you know about them and their lifestyles can be a great help.
Procter & Gamble’s Pampers brand does a great job of generating loyalty and repeat purchases with their Gifts to Grow program that utilizes unique codes found on their diapers packaging. Customers input the codes via text or on the Gifts to Grow website to earn points and redeem them for free baby-related gifts. In addition to the rewards program, Procter & Gamble also uses the site as a method of providing helpful tips to expectant and new mothers, instilling a sense of community within their Gifts to Grow members by soliciting reviews of their diapers while also promoting their other baby-focused products.
Another way to directly engage your customers is using text-based feedback surveys.http://www.genesys.com/platform-services/workforce-optimization/customer-survey The response rate for text is typically higher than mail in, voice call, or online surveys, and the information received can be used to in real time to resolve customer issues with your product and turn a potentially negative situation into a positive interaction. With the text or mobile web channel, you can also create quick surveys to gather additional attributes about your customers like zip code, gender, and age, as well as conduct simple research that can help your marketing team.
The bottom line is this: marketers need to be certain they’re including and developing appropriate mobile strategies into their marketing programs to meet the evolving needs and embrace the changing behaviors of shoppers. With the Association of National Advertisers and MediaVest reporting that 85% of marketers expecting to increase their mobile budgets in the near future, mobile marketing is here to stay. So understanding and investing in it can make a world of difference when it comes to reaching, engaging, and retaining shoppers who have infinite options in the palms of their hands.
Learn more about rewarding and retaining your customers at our on-demand webinar, Why Mobile Should Be at the Core of Your Omnichannel Personalization Strategy.