We all know first-party data is king.
No other form of data provides a better view of the customer than a brand’s own customer data. Having a 360-degree view of your customer lets you understand their shopping behavior by allowing brands to more readily speak to consumers through preferred channels, provide more personalized communications and ultimately increase consumer engagement.
This is a win for both consumers and brands. While there are many benefits, capturing data remains elusive.
Below are a few simple tactics that you can employ to help you build your customer file:
Email capture is imperative to a successful marketing strategy. It enables brands to target and segment engaged customers. There are a variety of different tactics that you can utilize, anything from a strategically placed pop-up to a sticky top or side-bar. A combination of these methods can be employed and tested and ultimately refined to determine which approach works best. While some marketers may be reticent about interstitials, if done properly, email capture CTA’s won’t increase bounce rates.
Baesman recommends email capture modals remain simple and incentive-based. As with any CX tactic, it’s about providing value to the customer. What do they receive in exchange for providing information? What incentive do they have to communicate with the brand? The answer will vary from promotional offers to styling tips. It just needs to align with the brand’s identity and goals.
Social Sign-On (SSO)
SSO allows for a single point of sign-in using existing information from a social networking service, like Facebook or Twitter. It lets the consumer consistently sign-in to a third-party network instead of creating a new login for every new site.
SSO not only simplifies the account creation process by saving consumers from having to remember another password, but also automatically provides the retailer with a more comprehensive view. It gives you access to massive stores of information that the consumer has already divulged to their social accounts including demographics, interests and other information that would be difficult to capture without SSO.
Pixeling enables brands to pick up the user’s information by inserting a small piece of code on the website. Placing a pixel allows brands to gain valuable information on the people who are visiting. It lets you to track a visitor’s entire journey and provides brands with a targeted opportunity to convert individuals by serving up relevant ads. Another great selling point of pixeling is that it is relatively inexpensive and easy to do, and it has no negative impact on the customer experience.
“My account” seems simple, but it’s the greatest source of information brands can utilize outside of transactions. When consumers create their account, basic information such as email, gender, location and birthday are captured. Once the consumer is logged in, it allows the retailer to immediately gain data and target them based on the information in their account through site, email and digital marketing.
My account is also a value exchange from brand to consumer. While the brand receives crucial information, the consumer receives a cleaner checkout flow and product offerings that are tailored to their preferences. Incentives for the consumer are paramount. Consider adding idea boards and wish lists that members can utilize to increase the customer benefits and the data that the brand can collect.
At the end of the day, collecting consumer data doesn’t have to be difficult and the learnings gathered help provide a pathway to success. With a little bit of work and investment, capturing consumer information will lead to valuable insights and set a brand on the right path to marketing success.