Kemal Carr made an excellent point in his article, Relationship Statements. Carr stated that we need to create more sticky relationships with our customers. I think that is what transpromo-live is all about – deepening the customer relationship, growing loyalty, and strengthening the brand by leveraging the multi-channel. (Delivering targeted, relevant promotional messages to the multi-channel which is the web, email, sms, PDA, PDF and transactional statements)
A critical component of Transpromo-live is understanding our customer’s buying habits. We have multiple touch-points though-out the buying cycle. Naturally, based on several studies, the best chance of obtaining a customer is participating and establishing the buying vision. Our journey may begin with brand or product awareness through the web, TV, direct mail, and email campaigns to generate interests. But, the customer’s buying journey involves extensive web research, pricing comparisons, product evaluations, and 3rd party reviews. I call this the pre-sales stage of the buying cycle.
Many retailers and even hotel websites today are beginning to offering 3rd party reviews, pricing comparisons, and post feedback from others. This helps eliminate channel drift and engages the customer to purchase from either the bricks and mortar location or the website. Channel drift occurs when a consumer conducts researches on one web-site and purchases the product on another. So providing this type of research can assist in eliminating this “drift”. So by delivering targeted and relevant information in the pre-sales stage is an important step in deepening the customer relationship, brand, and loyalty. “Part 2 – Transpromo-live: The customer is ready to buy.
