Ready to improve your customer experience? It’s a surefire way to make your customers happy and help you sell more. Luckily, we’re going to show you three incredibly simple ways to achieve 1-to-1 customer engagement through product promotion. All of these use cases can be personalized to individual customers in a way that increases your customers’ satisfaction and their cart size.
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Promote products a customer has purchased when they go on sale
If a customer has purchased a product often in the past, they are likely to purchase that product again. So, when that product goes on sale, a grocer or retailer has an opportunity to promote it front and center.
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The great thing about this example is the customer is excited to see an item they love is discounted and pleased it’s been brought to their attention. Now they don’t have to dig through hundreds of offers to find it; the retailer has made it easy for them.
This example also is great for retailers. They can use this tactic on everything from a tailored homepage to personalized emails and mobile content. There’s no need to create discounts to satisfy consumers, it’s just a matter of aligning pre-existing discounts with customer data.
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Promote products a customer would like
Anyone who has watched Netflix or shopped on Amazon is familiar with this strategy. Since retailers know which products a customer has purchased in the past, all they must do is determine which products they would like based on purchase history.
Through machine-learning, grocers can recommend products by linking customers who have an overlap purchase history. So, if a grocer knows Sue and Mary are similar customers, and Mary likes red delicious apples, Sue probably does too.
Next, machine-learning can identify products that are similar. So if Sue has purchased a lot of gluten-free products, she would likely enjoy Udi’s new line of gluten-free cookies.
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Promote complementary products
Likely the most immediately profitable of our three strategies, retailers can promote complementary products that are up-sells. Up-sells are impossible with segmentation, since they require SKU-level analysis, but when a company uses machine-learning, suddenly the up-sell is not only valuable, it’s possible! Retailers can benefit from increased cart size and improved profit margin.
Let’s review an example. Take Amazon’s recommendation engine. It can assume that if someone is buying pasta, they’re probably cooking Italian. Why not recommend some pasta sauces relevant to them? All a grocer has to do is correlate similar items, and they’re in (more) business.
Now that you have three strategies to promoting products, you’re prepared to offer amazing 1-to-1 customer engagement to your customers. Remember, it’s just a matter of promoting products a customer has purchased when they go on sale, promoting products a customer would like and promoting complementary products to achieve up-sells and cross-sells.
Chris Bryson is the CEO and Founder of 1-to-1 customer engagement solutions provider Unata. To learn more about developing a 1-to-1 customer experience, download Unata’s white paper.
