SAN FRANCISCO — There is a season (turn, turn, turn), sang The Byrds.
Customers must be reminded when it’s time to get things cleaned. Seasons help. Draw attention by stressing the benefits to the customer. Visuals are vital. So is interacting with your customers.
Interaction with customers is a proven way to increase loyalty, sales and profit. Examples from experts:
First example (from inc.com):
(Customer engagement) “is paying off: Companies that engage with their customers via social media have more loyal customers. Better yet, customers who engage with a brand online report spending 20% to 40% more on that brand, or on that company’s products. Customers decide if and when to communicate.
“Your job is simply to give them the tools that make the interaction and communication easy and natural. Not only should these tools be easily accessible and highly visible, but they should also offer options for different types of conversation.” (https://www.inc.com/wendy-lea/new-rules- of-customer-engagement.html)
Second example (from allroads.me):
“Engaged customers spend much more time and money with their favorite business. Data shows that when businesses offer something valuable to their customers, those customers are willing to give back — that is, spend more — in spades. Engaged customers provide businesses, on average, a 23% premium in share of wallet, profitability, revenue and relationship growth. Conversely, disengaged customers represent a 13% discount in those same metrics. Here are some samples of how engaged customers behave in several industries:
• Consumer electronics: Engaged customers visit their favored retailers 44% more often and spend an average of $84 more per visit;
• Retail banking: Customers who are engaged provide 37% more annual revenue to their primary bank;
• Casual dining: Engaged customers visit their favorite spots 56% more often;
• Hotels: Engaged guests spend an average of 46% more per year;
• Insurance: Engaged policyholders buy 22% more products.”
(http://www.allroads.me/customer-engagement/the- business-benefits-of-investing-in-customer-engagement/)
ViSUAL CLUES FOR CUSTOMERS
The results of interaction with customers sound great and you can achieve similar outcomes with a simple approach: Use visual cues in all your media, both in-store and out, to communicate and engage your customers and prospects in a way that prompts them to take action.
Customers often need to be reminded that it’s time to do something.
Seasonal changes provide the perfect opportunity to remind them. Use these changes to your advantage to engage the customers by reminding them it is already time to do the right thing. Choose an approach that fits you and your business, so the message will be entertaining for your target audience.
If you are into music, take the theme from songs. If humor suits you better, incorporate comedy. If traditional is your approach, use calendar events to trigger action.
Whatever your approach, display action-inducing visual cues in your stores, on your windows, on your vans and, most effectively, in your print and digital communication.
Check back Thursday for the conclusion.
Have a question or comment? E-mail our editor Dave Davis at [email protected].