3 Tips for Mastering ‘In-the-Moment’ Offers
If today's consumer could be summed up in one word, it might be "fickle." In a world where it's completely normal for a person to simultaneously "window shop" online, read product reviews on a smartphone and crowdsource opinions from friends on Twitter, brands are realizing the power—and necessity—of individualized, in-the-moment offers to help them rise above the din and truly set them apart.
A recent survey of 600 marketers and connected consumers revealed that 91 percent of consumers believe an "in-the-moment" offer from a brand could influence their purchase." According to the Kitewheel Report, "The State of the Customer Journey 2014," while many marketers have moved beyond blanketed, generic offers to focus on contextual recommendations based on a customer's unique needs and history with the brand, many are finding they can't keep pace with the lightening speed of the customer. Today, only 32 percent of marketers have the tools in place to deliver in-the-moment offers, with most arriving to consumers far too late to make an impact.
The key to mastering "in-the-moment" is learning to better anticipate what an individual customer's next need might be—often before the consumer even conceptualizes that need. This, of course, is made possible through data. To this end, here are three guiding principles for applying data and logic-based reasoning to help transform the way your organization approaches customer engagement and experience:
1. Get Real: Technologies, such as location-based iBeacons, make it easier than ever to present real-time offers to consumers via their mobile devices. But keep in mind that proximity does not mean permission. Gone are the days of pushy, blast-style mobile messages like, "Sale today: 20 percent off all T-shirts!" when a customer walks into a store. Companies like Amazon have shown us the power of delving into customer-level knowledge and using it in tandem with real-time context to provide true value to the consumer. For example, imagine a customer who, in the past, has browsed for a $150 pair of winter boots online, but did not complete the purchase. That same consumer is now in your store, where that same item is 25 percent off, in stock, and in her size. At this precise moment and at this precise location, it begins to snow. Conditions are now perfect to present an in-the-moment (and welcomed) offer, custom-tailored to that individual. Brands must focus upon real value and act in real-time for the greatest impact