Do you treat all of your customers alike?
The customers who spend tens of thousands of dollars annually with you? The ones who buy one $49 item and never come back? New customers? Long-time loyal customers? People who find you via organic search? Email subscribers who haven’t bought anything from you yet?
Most brands send the same emails, the same catalogs, the same offers, and use the same messaging, with all of these groups.
If you’re doing this, too… why?
Here’s how we start thinking about customer data:
What did the majority of your best buyers buy first? What was their “gateway drug” to your brand? What did they buy next? How much time elapsed between the first and second purchases? Now, how do you take one-time buyers who bought that same “gateway drug” product and turn them into multi-buyers (and ideally your next “best customer”)?
Maybe it’s time for an audit of your housefile and a new smart, targeted, strategy to be rolled out. Treating all of your customers alike isn’t a long-term winning strategy. We’ve helped brands like yours and we’ve seen the success it can bring.
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