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Webinar: Scentiments.com CEO Shares Insights On Customer-Centric Marketing

Customer-centric marketing is critical for retailers in search of new ways to engage with today’s savvy consumers. Every part of the retailer-to-consumer conversation must be personalized for specific shoppers. In a recent webinar, Scentiments.com CEO Howard Wyner shared his insights on customer-centric marketing with MyBuys and Retail TouchPoints.  

Titled: Stepping Up To Consumer Expectations: The Imperative For Customer-Centric Marketing, the event featured a three-way discussion with Wyner; Daniel Druker, CMO of MyBuys; and Debbie Hauss, Editor-in-Chief of Retail TouchPoints. Druker shared insights from MyBuys research covering data from hundreds of retailers and behavioral analysis spanning 250 Million consumer profiles.

Marketing Best Practices

Scentiments.com, an online fragrance retailer, leverages three customer-centric marketing approaches: customer-centric display advertising; email; and e-Commerce sites, Wyner explained. The merchant uses display advertising to engage with shoppers across the buying cycle, and email programs for new product information, order and shipping confirmation, post order series and abandoned site/cart reminders. Taking a “nurturing approach,” Scentiments.com re-engages with shoppers through incentives, referrals and personalized services.

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During the webinar, Wyner shared five best practices retailers can implement to boost their marketing strategy:

  1. Keep everything personal;
  2. Consumers are savvy — don’t try to force-feed products to your customers; sell what they would want to buy;
  3. Communicate in a way that makes your customers feel important;
  4. Nurturing is really important: continually provide incentives to drive action and make your clients feel like a part of a community; and
  5. Know where your customers are coming from and who they are.

It is not enough for retailers to capture the consumer’s attention; they must convert and nurture consumers as well, Wyner explained. “To acquire a customer, retailers must use cost-effective ways to engage consumers that are most likely to become customers. Then the retailer must ensure that the highest percentage of visitors purchase at the maximum average order value. Nurturing consumers is key. Retailers can do so by driving repeat purchases and re-engaging lapsed customers to maximize lifetime value, or re-engaging non-responsive consumers to cost-effectively acquire new customers.”

Focusing On The Customer And Their Needs

Customer loyalty is critical to retail business. During a live poll, approximately 90% of webinar attendees said customer loyalty greatly impacts their company. “These days, it’s important to reach shoppers on a one-to-one basis,” noted Druker. “Every part of every conversation [with the consumer] must be personalized for that specific customer.”

Hauss mentioned insights from a recent survey from the e-tailing group that shed light on consumers’ perception of customer-centric marketing:

  • 75% of consumers want one-to-one communications;
  • 60% of consumers believe it’s easier and valuable;
  • 60% see it as Amazon’s next stop; and
  • 40% believe it will trigger consumers to make more purchases.

“It’s not just about the product or the promotional email blasts sent by marketers,” explained Hauss. “Retail organizations should dive into their values and the values that they share with their customers; it might be charitable contributions or storytelling via social media. To market to today’s consumers, retailers need to engage with customers beyond just trying to sell them a product or service. Retailers must make customers feel that they are an important part of the company and that the company can relate to them on a personal level.”

Click here to access a free, on-demand version of the webinar, titled: Stepping Up To Consumer Expectations: The Imperative For Customer-Centric Marketing.

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