RETAIL PRO COMMUNITY RESOURCES
The power of personalizing the post-sale
Mass-marketed messages are inundating consumers from every available avenue. Retailers today continuously push out these messages using the latest trending channels, hoping to acquire new and repeat customers. With the emergence of more advanced marketing techniques and technologies, outreach has become even more sophisticated.
While a steady diet of messages has allowed consumers to respond and engage with brands in a variety of ways, it has also created a demand for greater personalization.
Stellar personalized experiences provided by some of retail’s top brands (including GNC, Michael Kors, Neiman Marcus, Sephora and Under Armour) have helped to permanently alter consumers’ expectations for brands. A recent Infogroup survey, The Power of Personalization, found that 44% of shoppers are open to switching brands [to ones] that do a better job at personalization.
With so many options to choose from, consumers now look for better, more relevant experiences to keep them engaged. The message is clear: legacy retailers must raise their personalization game or risk losing customers.
A glaring missed opportunity for many retailers is in the re-engagement of their existing customers.
In a recent joint report by Commerce Next and Oracle, 81% of e-commerce marketers cited acquisition marketing as the top priority. The greater focus on new customers may be costing them as current customers are known to pay 67% more than new customers.
Consider the above facts alongside research by Litmus, which states that 64% of consumersconsider a retailer’s purchase confirmations as the most valuable messages in their inbox; and research from Experian, which states that transactional emails generate 6x more revenue than standard marketing emails; and an untapped opportunity begins to emerge.
It is for these reasons, well-respected brands including Under Armour and GNC have started tapping into the potential of their post-purchase communications.
GNC - A Move towards Customer-Centricity
While the path to personalization can be a winding one for many retailers, GNC continues to remain ahead of the curve.
Having originally adopted smart receipts several years ago, GNC recently looked to flexEngage for new ways to increase the number of GNC brand advocates. Several adjustments were made on the fly to further personalize GNCs smart receipts, and as a result, the brand experienced a 10x lift in membership for their paid loyalty program as well as a 7% increase in sales from product recommendations within receipts.
But the impact continued as 10% of GNC customers receiving smart receipts also enrolled in auto-delivery for products they just purchased.
“This is one of the touchpoints that we use for customer retention and repeat trips. We know that customers access their receipts multiple times for various reasons, so we want to be present for them with multiple tiers of messaging that meet their needs,” says Jennifer Biefel, former Director of Customer Marketing & Loyalty at GNC.
Under Armour - Creating a Better Customer Experience
Under Armour, a leader in sports and fitness apparel, recently saw the need for improving their post-sale shopping experience.
At the time, shoppers left Under Armour stores with either flat, paper receipts or unengaging PDF receipts which were eventually emailed to customers long after they had left the store. With the goal of keeping customers engaged beyond the sale, Under Armour worked with flexEngage to upgrade their post-sale communications.
Today, Under Armour customers that opt for smart receipts leave their stores with brand-right, dynamic receipts delivered in seconds.
Brent Ott, Senior Manager, Global Store Experience at Under Armour spoke to the effectiveness of the upgrade: “The minute we launched it, we saw the initial challenge that we were trying to resolve was fixed. It was a big win.”
Under Armour’s brand-right receipts are delivered to their customers' mobile phones in less than 60 seconds. This improvement has also led to some unexpected results.
“The biggest success that we didn’t realize at first was the open rates. The digital marketing team was really excited that the open rates were as high as they were. We are seeing a huge win with our customer feedback surveys. There has been a huge increase in customers’ willingness to tell us about their in-store experiences,” Brent said.
While Under Armour is just getting started in their post-sale personalization journey, smart receipt customers can expect more relevant content from Under Armour as they continue to look for ways to drive brand loyalty and repeat visits.
Under Armour and GNC’s enhancements to their smart receipts showcase the power of post-sale personalization. By harnessing smart receipts, brands are able to capture more attention and revenue from current customers and leverage heightened consumer interest to highlight their other marketing programs.
Leveraging Personalized Receipts
Ready to leverage the power of post-sale personalization? flexEngage seamlessly integrates into Retail Pro Prism as well as Retail Pro 9 and above. Getting started is simple. Visit www.flexengage.com or email email@example.com for more information.
This guest post brought to you by our friends at flexEngage.