Insights and Resources • PUBLISHED 2/22/2023

Retail marketers: Do you know your customers?

In the first of our 3-part retail solutions series, we dive into why getting to know customers decreases churn and boosts ROI.


By Emily Bowen

omnichannel retail marketing graphic

If you’re a retail or e-commerce business, you constantly battle retaining customers and increasing profits. In today's fast-paced and highly competitive retail environment, customer satisfaction and loyalty are critical drivers of success. One of the most effective ways to improve customer satisfaction and reduce churn is by getting to know your customers and providing them with tailored, personalized experiences.

In this blog post, the first of a three-part retail solutions series, we dive into the benefits of getting to know your customers and how it can increase ROI for your retail business. Based on insights from our latest ebook, Build Personalized Customer Experiences That Scale, this series will explore the role of communication in creating successful retail experiences.

Why customer experience matters: The stats

It's no secret that keeping your customers happy and engaged is essential for success in the retail industry. But why is getting to know your customers so crucial for reducing churn and increasing ROI? The answer lies in the power of personalization and its role in creating positive customer experiences.

When you understand your customers, you can tailor your products, services, and communication to meet their needs and preferences. This level of personalization makes customers feel valued and appreciated and helps build trust and loyalty. In fact, we have some stats to back up this claim:

Understanding your customers can help you anticipate their needs and proactively address any issues that may arise. In addition, this level of proactive customer service can help you reduce churn, as customers are more likely to stick with a business that makes them feel supported and valued.

A report by the Harvard Business Review found that increasing customer retention rates by just 5% can improve sales by up to 95%.

Finally, understanding your customers can help you make informed business decisions that increase ROI. For example, if you know many of your customers are looking for eco-friendly products, you can invest in more sustainable products or packaging to meet that demand. This familiarity helps retain existing customers and attracts new customers looking for businesses that align with their values.

5 tips for characterizing your customers and designing a communication strategy

The process starts with understanding your organization's customer demographic, then building the business around those customers. You can do this by aligning core operations, supply chain, financial management, and other back-office and support functions to create a positive customer experience.

In this section, we’ll give you five practical tips on how to get to know your customers and build a communication strategy to attract and retain them.

1. Identify what customers care about on a granular level

Once you’ve discovered what matters to your ideal customers, you can begin recruiting more customers that fit that profile. One simple way to do this is via SMS surveys. By conducting SMS surveys, you can ask customers targeted questions to identify what they care about on a granular level, allowing you to better understand their preferences and expectations. This can then be used to recruit more customers who fit the profile of those who already appreciate your brand, helping you to build a loyal customer base.

2. Focus on the right channels

It can be tempting to make assumptions—“TikTok is for kids” or “Flyers are outdated.” But the best way to ensure you’re focused on the best channels is by paying attention to the ones your customers actually use. The goal is to integrate your brand into your customer’s life: Be easily accessible on every channel they use, and make it easy for them to navigate between channels.

3. Align internal departments, strategy, and tech stacks

Customers might only have face-to-face interactions with sales associates or delivery crews. Still, your back-end teams are just as crucial to the overall success of your customer journey. Layering or stacking teams is more effective than isolating them in silos, particularly regarding communication and analytics.

4. Ensure optimized channels and handoffs for a seamless customer experience

Once your business has established parallel, aligned workstreams, it’s time to focus on individual channels and handoffs. You can use SMS, inbound or outbound IVR, conversational AI, and many other tools to ensure a seamless customer journey.

5. Build brand loyalty that goes beyond purchase

You can accomplish this increased loyalty by re-engaging with customers. It’s not just about the product. It’s the non-linear cycle of engagement and accessibility on every channel that keeps customers coming back for more.

Build personalized omnichannel retail communication experiences

What you just read is only a tiny portion of our guide, Build Personalized Customer Experiences That Scale. The guide will help you understand how to build your own omnichannel experiences. It covers topics such as selecting which communications channels to use, understanding the non-linear customer journey, and choosing the right technology.

This free guide is for you if you’re a retail or e-commerce brand. We teach you how to design seamless e-commerce experiences that delight customers and keep them coming back.

Get your free guide today, or talk to our team of experts to learn how you can leverage our solutions to design a delightful retail communication experience.

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