Making the sale shouldn’t be where a marketer’s job ends; it should actually be the beginning of an ongoing relationship. Selling to existing customers is much more cost-effective than chasing new ones, so when it comes to shipping your products it’s vital to create a delivery experience that keeps people coming back for more.
Positioning yourself as a trusted vendor and refining your brand identity will boost sales, and customer loyalty will come as a healthy by-product of getting creative with your sales process.
Gathering data for powerful insights
The digital information now available on customer journeys can act as a treasure trail, highlighting points where the sales process can be improved. Customer identity management tools such as Gigya and IAM Cloud allow you to build individual customer profiles through the use of social media logins and browser tracking, integrating several different platforms to create a comprehensive picture. By examining the wealth of data available, it’s possible to infer what a customer’s likes and dislikes are, and tailor adverts accordingly; for example, knowing that a customer is interested in a specific product (or brand, or hobby) allows you to notify them when it goes on sale.
This highly-targeted approach avoids presenting deals to customers who simply aren’t interested, something which 52% of consumers said they found annoying in a recent survey.
Most modern consumers have little interaction with your brand beyond your digital presence, and although you may have a beautiful website with great content, you’re still one amongst several hundred sites that potential customers will be exposed to every day.
However, in this fast-paced Internet Age it’s highly likely that your target audience receives very little in the way of traditional mail, which means that brands making the effort to send personalised post can really stand out from the crowd.
A personalised follow-up makes a huge impression on customers, and if you can coordinate this with an offer (“Happy Birthday! Here’s a £10 voucher to use in our online store!”) then the chances of creating a repeat customer are significantly increased. A handwritten card shows that some care has been taken and that you appreciate your customers, helping to build up that all important brand loyalty.
For businesses that sell physical items, there’s a further opportunity to enhance the customer experience; when dispatching packages you have the opportunity to create a personal connection that leaves a big impression, perhaps swapping plain paper and bubble wrap for customised packaging that stays in mind.
What if I’m selling to a business?
So far we’ve really only talked about B2C marketing, but you may be wondering how you can make an impact for B2B customers. A little personality goes a long way in the often-faceless corporate world, and it can be a potent tool because so few brands seem comfortable with the idea of injecting charisma into their communications.
Think of your packaging as an opportunity to display the culture of your company; presenting clients with integrated labels that make your business stand out can help ensure that when it’s time for contract renewals and re-stocking, you’ll be fresh in the mind and come out on top.
The bottom line
Whatever your line of business, you can’t afford to neglect the importance of cultivating brand loyalty, and going the extra mile will certainly help you retain customers. Taking the time to connect with buyers via creative packaging and personalised mailouts is an easy and effective way to keep them coming back for more.