Category Archives: CRM

Holiday Shopping Is Already Upon Us. Are You Ready?

Though it is only October, and still a few weeks out from Halloween, the holiday shopping season has already begun! With retailers pushing up promotions to start far earlier than Black Friday, 40% of shoppers start their holiday shopping before Halloween. According to Think With Google, by the time Cyber Monday hits, half of consumers are already done shopping! Seems crazy right? It might be, but what that means for retailers is promotions, holiday sales and holiday content must get started early, or you may miss out on potential customers.

It may come as little surprise that men will be the ones procrastinating on holiday shopping with one in four starting their shopping in December. For these early months, gear content and creative towards women while focusing on men later into the holiday shopping season. However, never leave out either gender, there are always the over achievers and procrastinators from each side!

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Measure the Funnel: 5 key metrics to Track Your CRM Program

What are the key metrics you are using to monitor and manage your business? Critical metrics certainly include revenue growth, same store sales and customer growth. However, I would like to propose 5 additional metrics that you may not be tracking…but should be. These metrics help create a disciplined approach to managing the marketing funnel. Managing the process from pulling in new prospects through building loyal advocates is critical to any business – B2B or B2C, Retail, Brand or Resort.

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Personalized Communication is Key to Retention

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As you might know, repeat customers are truly the foundation of your business. They account for significant chunks of the overall business earnings, and research shows that the average revenue per visit increases exponentially with each repeat visit. While these existing customers are already advocates for your brand, requiring less convincing to make another trip or purchase, with so much competition in the marketplace, special attention and personalized communications are essential in retaining them over a lifetime.

So where should a business start when it comes to converting a one-time purchaser to a repeat purchaser, and ultimately seeking to maintain that life-long relationship? Let’s start with how this valuable segment should be communicated with. Your best customers want to be treated as the best, and certainly differently than prospects. They are already familiar with and are fans of your brand, so avoid bombarding these contacts with generic, database-wide promotions that you would send to non-customers that you know nothing about. Keep them interested to avoid losing them as a subscriber and customer by making them feel special. Start by simply speaking to (not at) your best customers as you would greet a regular in your physical business: by utilizing their known information to personalize the conversation.

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5.5 Uses For A Customer Database

At Ascent360 many of our clients include well known outdoor brands who are at various stages of their journey towards the implementation or use of a Customer Database. We’ve learned a lot from them over the years and thought this was worth sharing.

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10.5 Ways To Be A Great Retailer

Article Update: Since I wrote this article Amazon have announced that they will begin 1 hour delivery in Manhattan. No reason why retailers can’t do this too, see point #5 below. Here’s a link to the Amazon Forbes Article.

When we (Ascent360) talk to our retailer clients and prospects, we often discuss the following as they relate to this ever changing, omni channel world.

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