Retention marketing: a challenge for retailers

Sometimes it's difficult to deliver perfectly personalised customer experiences that keep them coming back and buying again and again. We know that the success of good retention marketing is the data we have about them, but the problem comes when this information is generated across multiple channels.

We receive customer information in multiple ways: through websites, mobile phones, tablets, points of sale, social networks, etc... but sometimes, despite having significant data, we do not have them unified and cohesive. This can lead to cases like the one we will see below, where the brand has a positive vision of its actions and strategies, but the customer's vision is far from this reality.

POINT OF VIEW 1

1. Maria comes to your ecommerce, finds a t-shirt she likes and adds it to her cart.
2. A abandoned trolley recovery email of the T-shirt I had left in the trolley.
3. He does not open or respond positively to the email and you decide to send him an email with a coupon for a 20% discount.
4. Maria buys the T-shirt on ecommerce using the discount coupon.

So far so good, you might even think it's quite an achievement. having successfully recovered the abandoned trolley. But, perhaps you are forgetting to analyse and take into account the overall experience Maria may have had and are overlooking her offline activity.

Let's look at the previous example but with a different perspective:

POINT OF VIEW 2:

1. Maria comes to your ecommerce, finds a t-shirt she likes and adds it to her cart.
2. He decides he wants to try it on before he buys it, so he finds the nearest shop, tries it on, likes it and buys it (he has paid full price for the T-shirt).
3. A cart recovery email is sent to you abandoning the t-shirt you had left in the cart.
4. He does not open or respond positively to the email and you decide to send him an email with a coupon for a 20% discount.
5. Maria doesn't understand anything, decides to return the T-shirt to the shop and buy it again online with the discount provided.

As you can see, the lack of data on her offline activity, or the lack of cohesion of online and offline data, has made Maria's experience confusing and even somewhat annoying.

This shows that the challenge remains to achieve "the single customer view", where through a unique identifier per user, we can know all the interactions with the brand and, in this way, personalise our communications and actions with the client.

We will soon see how we can solve this problem, achieving a "single view of the customer" and good retention marketing.