Capturing customer data during the peak season
The holiday season is upon us, and your store is buzzing with potential customers. Some will make purchases during Black Friday, but not all will convert into loyal clients.
What if we told you that capturing customer data during this peak season could be the key to unlocking future success?
Let’s delve deeper into this strategy and explore the benefits of collecting customer information in a crowded holiday retail environment.
Customer pain point: Crowded stores
Crowded stores are a major pain encountered by shoppers, and a reason for even deciding not to enter, or return to, a retail store. However, it can also be a blessing in disguise when managed correctly.
Navigating through the hustle and bustle of holiday shopping can make it challenging to engage with every customer personally. Nonetheless, you must consider that they walked in for a reason, and there’s something about your brand that called their attention.
This is where collecting customer contact information comes in handy.
How to collect customer information effectively
Every interaction with a customer during this season is an opportunity. Some shoppers may be reluctant to share personal information, but others are more than willing.
In exchange for their details, offer early access to new collections, product launches, or exclusive promotions. This gives you the ability to reach out to potential clients, not just in the coming weeks but in the months ahead, making it easier for upsell purposes.
Here are a few guidelines to keep in mind:
Make it simple: When discussing customer data with retailers, they always ask us how much or how little personal information they should ask for. Even when there’s no one-shoe-fits-all kind of answer here, as a general rule you need to consider that less is more. The more information you ask for, the less likely the customer will be to spend time answering and the less likely your staff will be to ask for it. All you need to be able to reach out to your shoppers at a later date is their first name and email. You will have opportunities down the road to collect additional information.
Make it worth their while: The cost-benefit ratio needs to be highly appealing. If you ask for my personal data you better offer me something valuable in return. You could offer a coupon for X amount on their first purchase after signing in (many retailers already do this in ecommerce), access to your loyalty program, or something as simple as early access to upcoming events, new collections, pre-sales, or promotions. Since you will simply ask for their name and email, this should be a fair trade-off in the customer’s eyes.
Make it fast: Finally, find the fastest way for your store associates to collect this data. There’s no need for a super fancy app when you could easily solve this through an online survey or even a Google Form. Your worst enemy will be your staff’s comfort zone. Make it easy for them. They already have dozens of other things to handle during the season. Find a way to collect this data in under 30 seconds.
What’s the Business Impact?
In short, the business impact is increased conversion rates and up-sells. Once you’ve collected customer data, utilize one-to-many strategies such as email marketing campaigns to keep potential clients engaged. And if you have a proper clienteling application, then use it to send one-on-one follow-ups with personalized recommendations, holiday greetings, and exclusive offers tailored to their preferences.
Bringing it all together
Capturing customer data is like planting seeds during the holiday season. Some will bloom into long-lasting relationships, while others will provide opportunities for upselling in the future. As the holiday traffic surges, make the most out of it by building connections that last.
You can read more in the other blogs in our retail hacks for the holiday season series:
- Retail hacks for the holiday season: Line busting
- Retail hacks for the holiday season: Inventory endless aisle
- Retail hacks for the holiday season: Appointments
Ready to learn more about customer data including how to organize it, track it, and utilize it?
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