Three Major Aspects of CRM Data to Boost the Marketing Outcome
retailciooutlook

Three Major Aspects of CRM Data to Boost the Marketing Outcome

By Retail CIO Outlook | Monday, October 07, 2019

CRM data should be an essential asset for retailers as it helps them to keep track of the customers with their brands to accelerate marketing outcomes.

FREMONT, CA: Gone are the days when target customers opened the emails sent by retailers. This has resulted in a plummet of sales from 30 to 40 percent to 15 to 20 percent. This failure reveals the immediate need for retailers to limit mass marketing as it failed to serve the needs of the customers. To overcome this, brands must shift to other methods of CRM marketing and how they interact with the consumer. It relies on understanding when, what, and how they should talk to each customer. Retailers who have succeeded in the market are those who have correctly utilized the CRM data and increased traffic and turnover in their stores. Retail CIOs focus on three significant aspects of CRM data to take full advantage of it and arrive at the most exceptional results in their marketing.

Increasing contact with customers

It is not just email campaigns that can reach the customers; brands can contact an average of 4X more individuals than usual by displaying relevant and timely messages to individual customers on Facebook, Instagram, or Google. Brand marketing teams can establish a link between a unique CRM identifier and browsing cookies to find customers across digital channels, thereby opening new points of contact with them. This stimulates the customers to make their buying decision from wherever they are.

Responding to the decline in responsiveness

As the number of individuals who ignore the email campaigns is growing, retailers need to identify the pretext for the desired message they want to convey that can be of any nature serving the ultimate purpose of encouraging the customer to click and visit the website and make a purchase. Indeed, retailers can make use of “hot data”, which is the data from real-time monitoring of the consumers either online or offline and “cold data”, which is the data from customer’s life cycle and history of their relationship with the brand.

Based on a detailed analysis of the CRM database, the marketers will be able to differentiate audiences as good, occasional, and more, thereby sending appropriate messages to them.

Concentrating on lower conversion rate

Conversion is most crucial as it carries the final value. Personalized and individualized marketing allows marketers to optimize the conversion rate by providing customers with the most relevant offers and products according to their needs. Generally, product customization provides more benefits as they lead to high conversion rates, and the retailers involved in product customization should design and market their products to the customer’s needs or desires. Through artificial intelligence (AI) and deep learning, retailers can predict the past or current behavior of the customer and understand them better.

Retailers should understand the different and new purchasing paths of the customers through the available technology, including smart devices, wearables, and more, thereby engaging through emails to maintaining healthy and long-term relationships with the customers. The overall effect of using CRM data will be reflected in terms of increased retention of customers as they will be served in a more focused and convenient way.

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