Retargeting Strategies to Boost Sales and Customer Engagement
retailciooutlook

Retargeting Strategies to Boost Sales and Customer Engagement

By Retail CIO Outlook | Wednesday, February 06, 2019

Retargeting StrategiesAs companies are growing in the digital space so are their advertising solutions especially on mobile. Retargeting enables the mobile commerce players to customize the ads on past purchases of consumers. However, if retargeting is poorly done it annoys the customer and comes across as irritating otherwise it can pay huge dividends.

Mobile retargeting re-engages users, who have shown prior interests in the goods and services, by delivering personalized ads to their mobile devices. E-commerce players always think about how to increase the lifetime value of your customers.

 Let’s have a look at the retargeting options that mobile has in store for e-commerce.

•  Data Sources

Unlike retargeting on the desktop where people are targeted with the use of cookies, retargeting on mobile adopts other sources of information to track people in-app environments and show them relevant ads. The data can be obtained during the user interaction with an app or any offer details and product ID.

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•  Retargeting Strategies

Once the data is obtained from the reliable sources, it is essential to evaluate which data points must be considered to target the right people with the right product. Indeed, the app retailers achieve the best result when they look at the purchase history of their users, along with their attributes. Let’s have a look.

1.  Update the user segments: It’s useless if one is targeting people with the products they have already bought. Therefore, user segments must be up to date. There are customer segmentation tools that divide the user segments and take care of it in real-time. As soon as the purchase is made, the user is removed from that particular segment, and they don’t see the same products again.

2.  Same products make sense: Promoting the same product sometimes is not a bad option. Retargeting can be influential in encouraging specific consumers to spend more on products they have already bought. Offering exciting discounts can be a win-win state.

•  Sell the right products

Diversifying products and selling the right one are two entirely different aspects and both of them are important. With smart mobile retargeting tools and strategies, companies leveraging mobile commerce will ultimately maximize their revenue per user.

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