But now, they are taking a step further in that direction by gleaning customer data through a slick multichannel lead-nurturing and engagement strategy. C&B recently launched a pilot program in which customers are given a tablet — dubbed Mobile Tote — to carry in-store. Rather than lugging around unwieldy boxes and fragile merchandise they’re interested in purchasing, customers can scan showroom bar codes, search for items within the store, request out-of-stock products and add products to a wishlist, just as they would on an e-commerce site.
No registration or login is required to use the Mobile Tote system, but customers are incentivized to share their shopping experience data with the retailer. Opting in unlocks benefits like the ability to email yourself wish lists, help from a sales associate in gathering items, real-time checkout and scheduled pickup. C&B, in turn, can use this information to retarget people with product-specific banner ads and email offers.
This integrated strategy has not only won C&B a lot of praise from customers and retail marketing experts alike, but has also helped the company amass valuable data on buyer behavior across online and offline channels.
C&B was able to implement this multichannel marketing and customer care solution with the help of CloudTags, which analyzes over 150 different variables to understand in-store customer behavior, and then uses this intelligence to estimate for retailers what their customers are considering, and if or when they will purchase a product.
Based on such specific insights, retailers can send out highly targeted emails and retarget visitors with ads that match the funnel phase they’re in. Retargeting might still come across as creepy to some, but Joan King, C&B’s VP of e-commerce, defends their initiative, arguing that the rules of the game have changed. “I don't think customers will find it creepy,” she says, “More and more, people are actually expecting that we know their shopping preferences. They are expecting us to be smarter and smarter.”
Every business is different. Their ways of nurturing, closing and converting leads are different too, even if the end goal is same. From psychological hacks to A/B testing your touchpoints ad nauseam, there are virtually endless ways to reach that end goal. These three companies found distinctive solutions that worked for them in order to glean business intelligence from data that was available to them, and fine tune their lead-nurture processes along the way.
What operational data or insights are available to you? What tools and techniques do you use to score leads and convert them? Which of these are working and which aren’t? Please share in the comments.
Rohan Ayyar is the regional marketing manager for India at SEMrush. His blog, The Marketing Mashup, covers digital marketing from the perspective of B2B, B2C, lead generation, mobile marketing, SEO, social media, content marketing, database marketing including predictive analytics, and conversion rate optimization. In addition, he'll look at emerging marketing technology and how marketers can use it. Reach Ayyar at email@example.com.