One outgrowth of a focus on retention is for brands to offer new products and dip into new product categories. Two retailers, J. Crew and Payless, are already toe-dipping by adding new products and categories that they are not normally a go-to source for. J. Crew is getting into the wedding dress business with an entire retail location devoted to bridal products, and Payless is adding a beauty department this Fall. While there are substantial financial gains to be made by entering new markets, each company is also trying to find new ways to engage and retain existing customers.
Aside from entering new product categories, retailers are beginning to research and deploy technology that boosts the effectiveness of online retailing. While the aforementioned personalization is gaining tremendous momentum right now, tools for better targeting content and for testing content are on the upswing as well – and both are most effective when the marketing goal is retention.
As retention becomes a stronger marketing focus, data must be at the center of any strategic discussion. Many of the writers here at The Lunch Pail routinely contribute information on data’s importance for a good reason. The better the data is organized, and the closer it is to the content – in the same software platform – the better any retention marketing program performs. Regardless of which direct digital marketing channel a campaign is running in – email, mobile, or Web – when each are informed by strong data organization, a connected customer experience that promotes loyalty is the result.
The customer experience has gained tremendous attention and support within marketing organizations across myriad companies. Retention marketing is where direct digital marketing – with its inherently customer-centric data organization – shines. As many retailers seek new ways to reach their existing customer base, it is vital to make sure that marketing programs and campaigns are organized to focus on the customer and grow existing business.
Marketers, what direct digital marketing retention programs are currently working for you?