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THE MARKETING AUTOMATION SERIES – Marketing automation for retail & ecommerce

30 March 2017
by Force24

In this latest instalment of our advice-led series we share some specific ‘marketing automation for retail and ecommerce’ tips. Enjoy!

A high-performing retail or ecommerce business has two main focuses – maximising the potential value of current customers and enticing new prospects into becoming buyers. Two very different missions, both equally as important, and both requiring their own set of strategies and initiatives.

But what if you could implement marketing automation to increase the lifetime value of every individual?

The benefits of marketing automation for retail and ecommerce businesses are clear:

  • Nurture prospects and help them learn about the benefits of your products/brand, until they’re ready to convert

  • Retarget past and current customers with upsell and cross sell messages, to aid their retention

  • Improve the lifetime value of your customers

  • Increase your ROI

…all whilst talking to your prospects personally, and with a human voice, but without any manual intervention.

But how..?

It is estimated that 80% of your revenue comes from only 20% of your customers, so it is absolutely vital that you’re capitalising on every customer. Luckily, it’s easier than it seems with Force24.

We’re here to help every step of the way, from attracting more traffic to your website, to nurturing contacts into buyers, closing sales and turning purchasers into multi-purchasers. And we do it with our own UK-built marketing automation platform – easy to use technology that allows you to easily monitor, analyse and compare results to drive improvements.

Some of the elements we home in on are: 

Buyer personas

No two customers are the same, but they may have striking similarities. That’s why we analyse previous buyer behaviour to create personas for commonly seen trends. Using these personas, it’s then possible to make tailored, relevant recommendations to your subscribers, cross-sell similar products and upsell additional extras to generate further revenue.

Subscription preferences

As a retailer, it can be hard to strike a balance between promotional and lifestyle emails. It’s always been a bit of a guessing game… until now. If your subscribers don’t want to receive your promotional emails, give them the option to opt out without unsubscribing altogether. Respecting them will gain their respect in return.

Cart abandonment

Experts believe that a staggering 63% of revenue lost to companies through abandoned shopping carts is potentially recoverable. At Force24, we help you build smart, tailored journeys that encourage checkout completion that will send your profits soaring.

Customer lifecycles

It costs 5 times more to acquire a new customer than it does to keep an existing one, so make sure yours are happy. A journey dedicated to new customers, giving them sneak previews and encouraging further spend, is a sure-fire way to build customer loyalty, freeing up your time to focus on acquiring more for the same journey.

Refer a friend

A personal recommendation is the best kind of promotion you can get. With so much negativity in the world, make sure you’re making the most of your happy customers by encouraging them to spread the word. This simple cycle can win you new customers with minimal effort.

Transactional comms

The most loyal customers are the ones that trust you. Given the choice, consumers choose good service over everything else, every time, so make sure you’re keeping them in the loop. From informing them about company updates, delivery information and asking for feedback, to maintaining the dialogue following the point of sale, you’ll be able to increase your credibility and the chance of repeat purchasing.

Sound good?

Let us help you to build efficient and effective customer lifecycles for your retail business. We can work as a trusted extension of your own team, and offer support, should you need it, every step of the way.

Contact us to find out more…


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Reading about a platform is all well and good, but to see it in action is another thing entirely! Get in touch and book a free one-to-one demo to see how you could get the most out of Force24.

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