Start an on-going relationship with your customers
To maximise the success of a client’s eCommerce business we would expect to work with you to determine the transactional and relationship marketing campaigns that would be most effective and then put in place the appropriate tools to profile customers, create newsletter content and manage distribution.
Talk to your customers
The most cost effective online business comes from being able to maintain an intelligent dialogue with past customers and visitors who have signed up to receiving communication from you. This dialogue is often referred to as online relationship marketing.
At its simplest level, this form of marketing consists of regular email newsletters making customers aware of new products and special offers. This is often referred to as transactional marketing.
But a more sophisticated approach is designed to develop strong connections with customers by providing them with information directly suited to their needs and interests and by promoting open communication. This aims to develop a strong connections with customers by providing them with information they are directly interested in.
This more effective approach is called relationship marketing and is based upon conversing with the customer not about the product they bought, but about the need or interest that led them to buy it. It relies upon willingness on the customer’s part to provide information and implies trust that this information will be used to conduct a customer-centric dialogue.
This is difficult if you are a general online retailer selling a wide range of products, but far easier if you are a niche retailer or only sell one brand.
Here are some examples of products purchased with the associated need or interest that offers good potential for a relationship marketing campaign:
- Luggage – Travel
- Bicycle – Cycling
- Electric drill – DIY