Apr 15, 2020 10:46

3 hands-on tips to optimize digital sales using your CRM-channels

By Charlotta Johansson

CRM plays a major role in the survival of companies. How can you use your CRM to inform and convert using digital channels? Here are some practical tips that can help you:

Help the customer make a friction-free purchase

As always, the relevance of the message you communicate to your customers is crucial for the conversion.

An important group to target is the customers who are in your CRM today but who have not started to use your e-commerce for shopping. With the right strategy you can help many of them become online shoppers. This is a cost effective way of recruting new customers to your digital channels.

Filter out who they are and identify their obstacles or motivators for shopping online. Those who have not shopped online before and some age groups might need a helping hand. You can help them by sending them practical information, but they might also need customer service help when they cannot ask staff in the store. Maybe you can let you best customers and those who are 70+ call their store for help placing their online order? Maybe store staff can help in customer service? Can the staff deliver the customer’s package or bag outside the store? Try to think outside the box here to make the purchase smooth for your customer!


To the customers who are used to shopping online, you should communicate how you help them through a friction-free purchase. Many players already offer more generous terms regarding shipping, returns and home delivery. These perks should be communicated often, preferably all the time. The customer is not necessarily aware of them just because  you wrote it in a module in last week’s  email  or on the start page. Keep the information visible, for example, in the preheader and the subject line in your email communication - because it is worth repeating.


Customer behavior has changed - act accordingly

Everyone was aware that the digital transition was happening before this crisis, but now it is faster than ever! Truths from a month ago are no longer valid. As many are working remotely, shopping behavior is changing, especially in terms of how and when. Analyze when customers open your mail, and then test and optimize communication based on that. The same goes for when customers come to the site.


According to surveys, social media and referral have increased while organic search has decreased. Customers tend to spend more time on social media and get inspired by others. What is your response to that? Now is the time to review your media mix, and to test and optimize. How? By using social audience analysis and segmentation and focus on the right customers so they get the right message based on what they usually buy.  You should also find twins to these segments to reach a wider audience. Don't forget to exclude the customers who recently bought the goods so as not to persecute them with offers on products they have already purchased.


Automations based on purchase process status

Let the conversion happen automatically by creating automations based on customer interaction. First, focus on those customers who have never shopped online but who interacts with you in digital channels.  Can you track if they have visited your site, opened your email, clicked in the mail or links in text messages? Do they put items in the shopping bag but never buy them? Then they are most likely to start shopping online in times like these but need a little push. Motivate the purchase shortly after they interact with you by giving them a short-term offer to buy what they were looking at (or whatever they want). But as always - test, analyze and optimize based on what works best for your customers!


The above strategy can of course also work for those who have bought online before but you might need to tweak the offering.


The third group are those who have not interacted  with you in digital channels at all before. How can you best help them? One way can be to communicate from the store they usually frequent and ask if they want help to buy something online. Inform them about how you can help them and how easy it is to use the e-commerce. This communication does not necessarily have to be automated. Act according to previous buying behavior in the store, e.g. at clock times when the customer usually visits the store, a personal adjustment that tends to have a good effect.


Depending on which industry you work in, it can also be good to look at what customers bought last season and at what time. Then offer similar products now with the right timing. There is a time after the Coronavirus and then people will need to buy what they usually buy for the season. Try to get them to do that purchase today. Remind the customer that they need it and motivate them to buy it now and not later to be prepared for the summer.


Are you in need of tactical or operational help with your CRM? Avensia have a fantastic offer during April aimed at helping companies optimize digital sales in these challenging times. Do not hesitate to contact charlotta.johansson@avensia.com or read more about CRM & Loyalty review




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