DIY consumer insights solutions have grown up. New, integrated systems combining on-demand consumer insights platforms, including powerful analytics, instant access to global communities of consumers and access to scalable service and expertise, enable researchers and brand marketers to gain answers to even the most complex questions. They are also proving to be critical tools in high-level decision-making that has organization-wide implications.
Driving the Maturity of DIY
These next-generation DIY solutions are clearly a response to business demands for real-time answers to complex, multi-faceted questions, in order to remain competitive in an environment where disruption from a range of new competitors is the order of the day. Brand marketers now need to be fast and agile when facing even the most intricate problems. While in the past researchers could spend days—or even weeks—sorting out a multi-dimensional issue, they now need answers in minutes. Only always-available platform solutions can provide this kind of instantaneous response to even almost unimaginably complex questions.
For example, there can be literally hundreds of features and aspects to consider in determining exactly what form a product should take to gain maximum acceptance in the marketplace. And when all these factors—including such features as brand messaging, flavor, price and perceived benefits— combine, they can create thousands of different formulations.
Using advanced DIY technology, consumers can be presented with manageable sets of a few aspects grouped together. The system then quantifies preferences among a wide swath of customers and potential customers, giving brand marketers definitive answers about what combination of features is most appealing to consumers. Using advanced analytics, the system presents results that are clear and immediately actionable.
One good example of how this conjoint analysis works in practice is in the health care/pharmaceutical industry. A pharmaceutical company planning to introduce a new product wants to understand what features would prompt physicians to take out their prescription pads. So, as part of the new product development process, researchers could launch an automated study to gauge preferences for various combinations. This would obviously be an invaluable tool to help guide product development, launch and messaging.
In fact, researchers and marketers are now using automated platforms to inform decision-making across the whole product development spectrum, from gauging brand positioning to understanding customer loyalty, to determining which product configuration will have the most market appeal, and finally deciding how to most effectively engage with consumers and communicate product benefits.
It’s About a Deeper Understanding and Maximum Benefit
Use of DIY platforms—integrated with access to panels of consumers and scalable support offerings to solve the “big” problems brand marketers face—comes with “bigger”, often-organization-wide benefits. Think of it this way: When you start going to a gym, you do a few simple exercises and see minimal results. But as you intensify your workout—perhaps bringing in a personal trainer as a guide—you begin to see maximum positive results. In the same way, DIY consumer insights platforms applied to your complex brand-development issues can dramatically improve the health of your brand.
I recently participated in a conference, and had the opportunity to introduce, and share the stage with Dan Ariely, behavioral economist and New York Times bestselling author. Ariely’s newest book, The (Honest) Truth About Dishonesty, is based on original experiments and research to help explain the contradictory forces that “drive us to cheat and keep us honest.” Drawing on his unique background, the speaker explained how “good people doing wrong things” (for example, consumers often want to think they do “good” things (for example “I always shop organic” when in actuality, they may behave differently). Interestingly, this can have a dramatic impact on our industry in particular, as our goal is to help brands better understand consumers and their preferences.
Consumers are complex humans. That means that, while they may try to follow the lead of the father of our country and “never tell a lie”, without the proper direction and support they can (often inadvertently) stray from the truth. While, on one hand they strive to offer honest responses to queries about their favorite brands, they may be led astray by confusing questions or the simple need to be heard by someone, somewhere. Whatever the motivation behind this dichotomy, it can make the lives of brand marketers a nightmare as they try to determine what consumers REALLY think and feel and how that will translate into action.
The Role of Consumer Insights Can be Deeper than the Questions Asked
The environment the speaker described is particularly hazardous for today’s brand marketers and product development teams, who are under constantly increasing pressure to launch products and marketing campaigns in record time. Especially in industries where unexpected competitors are causing market disruption, companies need a clear understanding of what consumers think about their products. Without that clarity, they can be led down unproductive rabbit holes, wasting invaluable time and money. How can they gain a REAL understanding of consumers in this culture of confusion?
That’s where consumer insights come in. With new, automated consumer insights platforms, companies have the resources at their disposal to gain consumer insights in real-time, with consumer insights expertise built-in. That means surveys will be designed to lead to truthful responses, and powerful analytics will sort out honest-from not-so-honest responses, giving marketers a clear view of consumer response to their products and marketing campaigns. And consumer forums, such as Toluna’s open forum, give consumers a place to express thoughts and opinions, so they can stick to the matter at-hand on surveys. (All too often, respondents can stray from the facts because they just need to be heard.)
In other cases, we see opportunities to deepen our consumer insights and couple actual behavior with self-reported behavior (this is where advanced digital tracking and other sources of data can create an even more complete view of consumers, helping to eliminate guesswork around some behaviors that consumers may have an even more difficult time sorting out. (For example, “How many times did you visit Facebook today, or Amazon within the last month? Both are questions I’d have a difficult time answering).
The Honest Truth About Consumers
In the end, consumers are human. We want to portray ourselves in a positive light. We buy organic, we exercise, we manage our money well and don’t overspend on going out for dinner. But, with consumer insights technology and expertise on their side, companies can gain a deep view of where their products stand in the marketplace and get to the heart of consumer insights.
Uma das coisas que dificultam muito o cumprimento de metas comerciais e principalmente resultados previsíveis em vendas das empresas, são os clientes inativos.
Você já parou para pensar quantos clientes inativos você acumulou durante os últimos anos e quantos destes clientes ainda estão na ativa e comprando dos seus concorrentes?
Para muitas empresas, ter muitos clientes inativos se tornou algo normal, ou pelo menos estas empresas imaginam que isso seja normal. Mas, não é.
Ter muitos clientes inativos sinalizam muitas coisas sobre uma empresa e seus profissionais de vendas.
Entre as principais e mais notórias, e repetindo o dito acima, achar que é comum perder um cliente, pois outros virão.
Desprezo por clientes menores ou inexpressivos, descaso em situações de crise e nas soluções de problemas pontuais, clientes considerados chatos, inadimplências circunstanciais e outras coisas mais, são apenas alguns exemplos.
É claro, que muitas vezes, as situações são irreversíveis e não se tem muito o que fazer.
Mas, na maioria das vezes, damos o cliente por perdido sem mesmo tentar recuperá-lo, e pior, depois nos esquecemos completamente dele.
5, 10, 50, 100 clientes? Conheço empresas que identificaram mais de 300 clientes inativos em seus cadastros ao longo dos anos. Isso quebra qualquer negócio!
Aqui, na Sellentt, além dos meios tradicionais de se tentar reativar clientes inativos, nossos clientes têm conseguido resultados surpreendentes reativando dezenas de clientes de uma só vez, de uma maneira simples e eficiente.
Com a nossa plataforma, é possível identificar quais clientes não acessam o sistema há um determinado tempo, além de poder cadastrar aqueles clientes inativos mais antigos da carteira, antes da adoção da solução.
Assim, se tem todos os clientes inativos que se quer recuperar, dentro de um grupo na plataforma.
Agora, com nosso sistema de e-mail marketing integrado, criamos campanhas pontuais, com produtos pré definidos e incentivos promocionais, direcionados somente à esses clientes inativos, convidando-os a retomarem para a empresa com uma compra vantajosa e uma condição exclusiva para eles.
Trabalhamos vários gatilhos mentais nestas campanhas, como gatinho da antecipação exclusividade, escassez, entre outros.
Analisamos os resultados da campanha com nossos relatórios de envios em tempo real, pois assim é possível tomar as decisões assertivas imediatamente.
Os resultados surpreendem. As taxas de recuperação são incríveis e pode se repetir essa estratégia por várias vezes, podendo-se assim, recuperar grande parte dos inativos em um curto período de tempo.
Além disso, a sensação de importância e exclusividade percebida por esses clientes reativados, os transformam em fãs da sua marca e da sua empresa, tornando o relacionamento comercial melhor do que era antes do rompimento.
Muitas vezes, resolver problemas do dia a dia do nosso negócio não precisa ser algo difícil.
Resolver um problema sério e muitas vezes crucial para o nosso negócio, como é o caso de muitos clientes inativos, não precisa ser tão complicado. Basta ter estratégias assertivas e um sistema que ajude a automatizar o processo.
Aqui no Pedidos Digitais nosso objetivo é ajudar nossos clientes para que todos tenham sucesso em seus negócios, para que vendam cada vez mais e reduzam custos com vendas.
Porém, muitas vezes somos surpreendidos positivamente por eles, quando eles compartilham conosco e com os outros usuários do sistema, as estratégias criativas e eficientes que surtiram resultados para eles, criando assim um ambiente de ajuda mútua, muito mais poderoso do aquilo que um dia foi idealizado para o Pedidos Digitais.
Conheça a Sellentt, faça parte da nossa família de empresas e profissionais de vendas que estão descobrindo uma nova maneira de vender. Uma maneira muito mais produtiva, econômica, sustentável e, principalmente previsível.
According to the Food and Drug Administration, there were 1,928 food and cosmetic recalls in 2018. While this is an improvement over 2017 when 3,609 products were recalled, the numbers still indicate that, even with the best preventative measures, a recall event or other devastating brand-impacting event can befall even the best brands.
After Starbucks announced last week that it would recall 263,200 Bodum coffee presses, with an estimated cost of $5.3Million, we wanted to learn from consumers how brands should approach a looming recall or other potential adverse events that could tarnish their brand halos.
On Friday, we asked 500 primary shoppers in the U.S. their views of recalls and other events via our QuickSurveys platform. From script to results it only took four hours. Here is what we learned…
We were a little surprised by the answer to this question. In the eyes of the shopper, raising prices actually had a more significant negative impact than recalls on how shoppers viewed a brand. Recall due to illness or contamination came in at #2 (rated 64 percent having a negative effect) — slightly lower than the #1 negative brand-perception impacting event, which was raising prices (67 percent). Recall due to defect was in the #4 spot at 54 percent, with a similar impact to brand perception as out of stocks (53 percent).
Thus recalls can have a tangible impact on how a brand is viewed.
Brand perception is one thing, but how does it impact the potential for buyers to return to the brand. In the event of a product defect, 47 percent of shoppers would likely not buy the brand in the future. If the recall is related to contamination or illness, 62 percent of shoppers would likely not repurchase the brand. Thus, recalls could harm brand sales for months or years to come.
Shoppers advise keeping it simple and clear for improving the perception of a pending recall:
Shoppers say an apology from a company’s CEO is less important than taking action to make shoppers whole again and prevent future errors from happening.
In the end, having a quick and consumer-validated response to a recall or other challenging situation is critical. Toluna offers a range of solutions to help you keep your finger on the pulse of your target market, from agile surveys with results in hours to communities allowing on-demand access to your best consumers. These tools will give you the power you need to stay one step ahead of possible recalls or other negative events, ensuring that your most important customers remain loyal to your brand.
It’s almost impossible to overstate the importance of entrepreneurship to national economies. Entrepreneurs are responsible for innovations that literally spawn whole new industries and improve our standard of living. And they drive economic growth by hiring employees at a disproportionately higher rate than most established businesses.
Across the globe, entrepreneurship continues to grow, with almost 600,000 people in the U.S. becoming entrepreneurs every month. Clearly, any economy—whether developing or developed—needs to support its entrepreneurs by paving their routes to success.
As someone who has been at the helm of more than one startup, I know just how important it is that entrepreneurs with important innovations have the tools they need to succeed. One way entrepreneurs can be supported is with the critical market data they need to make those early decisions that can be the difference between success and failure. Thanks to the accelerating democratization of the consumer insights industry, that data is now available to entrepreneurs at the very earliest stages of a startup and throughout development.
Here are some of the ways consumer insights can provide invaluable support to our entrepreneurs.
In the beginning. It’s never easy to decide whether or not to move ahead with a startup idea, knowing that any new business requires almost unimaginable amounts of time, money and commitment. In the past, entrepreneurs had little choice but to trust their guts and dive into the deep end. Needless to say, there are myriad examples of startups that failed miserably because they lacked a clear picture of the market. But today an entrepreneur can easily and inexpensively test the waters even before taking the first dive. Thanks to end-to-end consumer insights platforms available anywhere and anytime, a new business owner can easily access information needed to determine whether or not a new idea will make it in the marketplace. Think of that market data as the life preserver needed to keep a new venture alive.
Money matters. Anyone who has started a new business knows that funding is critical to success. Without sufficient investment—usually from a variety of sources—a startup will be unable to hire necessary talent, invest in product development and make incursions into the market. Market intelligence gathered through consumer insights programs can provide invaluable evidence that an idea will be financially viable and deserves to be supported by potential investors.
Which way to go? As product development takes off at a new company, there could be a number of routes to take—any of which could involve massive expenditures of time and money. Before taking any of those routes, developers can now test out any product concept by using a consumer insights platform to instantly create a community of their most important customers, asking them to rate a concept based on a number of variables, including ease-of-use and likability. The market intelligence they gain—which used to be available to only large organizations—will be a road sign telling them to either venture down a particular route, or avoid one that’s filled with potholes. This can save an expenditure of time and money that—at this early stage of development—could have proved fatal to the business.
Avoiding growing pains. The moment comes for every startup when it seems time to gain new investment and grow. By gaining critical market intelligence through consumer insights platforms, an entrepreneur can prove his company’s products are being welcomed in the marketplace and have room to grow. That could be just the leverage needed to gain elbow-room in the market.
Bottom line: Market intelligence gained through on-demand, agile, and cost-effective consumer insights platforms can now provide just the foundation an entrepreneur needs to ensure his idea will thrive and grow in the marketplace.
By: Ashley Martinez, Director of Product, Brand Engagement
Why build a brand community of your valuable customers?
On the surface, it appears the answer to that question is pretty simple and straightforward: you want to create a space to get some important brand questions answered with your target market. But the benefits of today’s communities are far more substantial.
A branded community provides, fluid access to a group of the consumers that marketers, and insights professionals need to best understand. Essentially, branded communities give brands the opportunity to truly listen to the voice of the customer, and by doing this in a contemporary way, via a social-media inspired interactive web-based community create a committed group of brand ambassadors. Communities can be used to inform marketing strategies, test concepts, new product designs, or creating products that are a true reflection of their most important consumers.
Here’s how this mutually beneficial model plays out in a few industry verticals.
The types of questions that can be answered, and applications for branded communities are virtually limitless, and can apply to a vast number of industries.
In Healthcare and Education: Elevating the Voice of the Consumer
Healthcare communities have gained popularity within the space, and with good reason. Branded communities have helped elevate the voice of consumers regarding an issue of supreme importance: their health. This has proven especially true for patients with rare and serious conditions who, by joining forces, have made their voices heard where they matter most—with the companies providing the products and services they need to thrive.
And healthcare community members are passionate, willing to share their insights into specific issues, products, applications and messaging. In many cases, members forge relationships with one another, sharing information and resources, essentially creating a hub, and adding participant value in the process. That makes them communities in the truest sense of the word. This is all accomplished in a safe, anonymous setting, so members can share information without worrying about privacy issues.
These uniquely engaged consumers then pass on to brand researchers the deep and detailed insights they need to develop the right products at the right time for the right groups of healthcare consumers. The reservoir of trust that develops on both sides creates a long-lasting relationship that positively impacts a brand’s future decisions as well.
As in healthcare, communities around educational institutions and issues also become hubs where members can share information and news, while providing researchers a direct line to the effectiveness of programming
In Retail: Creating Brand Devotees
In the retail space, there are myriad examples of brand communities that have used the unique insights gathered to turn loyal customers into brand ambassadors. One good example is a popular beauty brand that maintains an extensive and ongoing forum, which members use to share information, seek advice about beauty issues from experts and share their voice about products. Members can also post pictures of themselves using the products, and share feedback, all of which is provided by members directly. Interestingly, on-site feedback can be used in conjunction with profile data, and survey research to paint a deeper picture of the respondent offering brand marketers a treasure trove of information about product popularity and pain points.
Online retail communities like the one above offer almost unlimited potential for ongoing, two-way communication between brands and their most important customers, helping brands bring the customer into the heart of the decision-making process in a way never before possible. And community members have a unique opportunity to gain information and enrich their lives.
Sports Fans Make Committed Community Members
No one is more brand-loyal than sports fans, making them perfect members of brand communities. For example, one sports league planning a line of jerseys for babies was able to turn to its community about whether or not to make the shirts gender-neutral. The group’s advice proved invaluable, helping the league save time and money in planning its product release.
In Entertainment, Media and Publishing: Real-time Answers to Questions
Consumers access media in a number of ways, and their preferences continue to change. It’s crucial that media agencies develop content that’s relevant for their target audience. Think about this. Through a community, a media company can now gain deep and powerful insights of a pilot program during its airing, impacting its decision about airing succeeding episodes of the program—obviously saving the company time, trouble and negative impact on advertisers.
At Toluna, we’ve helped customers use communities to test magazine content before launch, to ensure relevance with subscribers to ensure readership. The feedback received paints a deeper picture than ever possible using survey data. In the final analysis, new, brand communities that provide researchers with deep, detailed and real-time answers to important questions are also becoming a valuable way of life for brand consumers. And that’s the definition of a Win/Win.
It’s critical to any business that product launches succeed, so before bringing products to market we hear questions that range from ‘what ideas should I pursue?’ ‘what messages are more effective,’ and ‘what price should I consider selling my product for?’ These questions are all-important, leveraging consumer insights and putting data behind every decision.
That said, often we hear about businesses that forego the research process due to the following;
• Lack of Budget – many people feel they don’t have the proper resources to test ideas prior to launch.
• Lack of Time – often decision-making is necessary at an unparalleled speed.
• Lack of Expertise – typically decision-makers feel that they don’t have involvement from insights teams and therefore are unable to conduct research on their own.
• Lack of Awareness – many consider the need for consumer insight or feedback, but don’t fully understand what’s available in the market, and how it can help
These factors no longer need to keep marketers from doing the research required to ensure they are targeting the right consumers with the right messaging every time. The consumer insights needed to answer pressing business questions is now available easily, cost-effectively and in real-time through an end-to-end enterprise consumer insights platform, TolunaInsights.
Prevent your Product from Disaster!
We’ve all seen them. Marketing disasters. They’re fun to think about after the fact, and actually live on in the press long after they’ve left the market, however, when you’re the person who is responsible for driving a successful product introduction, new package, or advertising strategy for your company, the last thing you want to be known for is a mis-step, or worse yet, a failed product launch.
When It’s Done Right
Here’s a look at how some brand marketing turned uncertainty into success in real time:
• Pukka Pies, a popular UK brand, wanted to test NPD launch plans. Using Toluna’s PowerSuite (composed of PowerConcept, PowerPack and PowerShelf), the company’s brand marketing team was able to test eight product/packaging concepts against four key market segments, with insight gathered over a single weekend. By Monday the team had actionable insights it could share and a clearly marked road ahead. The insights they gathered helped them avoid any potholes along their path and they selected the winning concepts for broader launch in a period of days, not weeks or months as was once the norm.
• Just Eat is one of the world’s leading marketplaces for online food delivery. From humble beginnings in a Danish basement in 2001 to their 2014 listing on the London Stock Exchange, Just Eat now operates in 12 markets across the globe. The company is determined to take advantage of huge opportunities for growth, with its long-term ambition to virtually revolutionize the way people order and enjoy food. Toward that end and in one specific instance, marketers wanted to test two different TV advertising campaigns run on Spanish television. They needed the results to help them save time and advertising resources, helping them cement their leadership position in the fast-moving, ultra-competitive food delivery marketplace. Marketers looked to PowerConcept to give them an on-the-spot view of consumer reactions to the two ad campaigns they tested. The company tested brand awareness and consumer behavior both before and after viewing the ads. The advanced technology gave Just Eat marketers the real-time, reliable data they needed to support informed decision-making on what specific advertising deserved their time, attention and valuable resources. Armed with that information, the Just Eat team was able to take the right advertising path toward ensuring its leadership role in one of its key markets.
• Coca-Cola wanted to test consumer preferences in its Nordic market. Using PowerConcept, brand marketers were able to launch a survey comparing two products on a Friday, yielding 450 completes by Monday. The responses and built-in analytics gave them just the ammunition they needed to plan targeted marketing campaigns in the region.
Avoiding Disaster
As these success stories prove, advertising disasters can be easily and cost-effectively avoided. In one example of an advertising campaign that went awry, a beer manufacturer mounted a campaign to promote its light beer, using a tagline that some people viewed as racist. The tagline ignited a firestorm of reactions on social media.
This negative reaction was completely avoidable. Using Toluna’s fully integrated insights platform, the brand marketing team could have created a survey with a few simple questions that would have gauged reaction to the campaign. Then they could have accessed Toluna’s global community of consumers to build a targeted community of beer lovers who would have received the surveys. In a few short hours they would have had the information they needed, delivered through an automated infoboard highlighting key metrics and actionable insights. Just that easily, the brand marketing team could have avoided a situation that would have made any marketing team want to drown their sorrows.
Writing Advertising Success Stories
More and more companies are finding that, using Toluna’s integrated consumer insights platform, they can write their own success stories by gathering actionable consumer insights before they leap into a disastrous campaign.
Essa é uma série de artigos de uma pesquisa, onde identificamos 7 Erros de um Modelo Comercial Ultrapassado de algumas indústrias de Joias, Semi Joias, Bolsas e Acessórios.
Se você não leu os artigos anteriores, leia-os na sequencia abaixo, antes de continuar esse artigo. Pois é importante que você entenda como e onde identificamos estes 7 erros que apresentamos nesta série de artigos.
Artigo ERROS #1 e #2– De um Modelo Comercial Ultrapassado.
Artigo ERRO #3- Os pedidos chegam na indústria sem padrão ou de forma descentralizada.
Artigo ERRO #4- Não oferecem ferramentas para que seus representantes atuem de forma profissional.
Artigo ERRO #6- Não faz campanhas de reativação para clientes inativos.
Indústrias e representantes que, de alguma forma, ajudam seus clientes a venderem, tem melhores resultados de vendas e um maior LTV ou Ciclo de Vida do seu Cliente.
Não adianta apenas vender para seus clientes se eles não girarem a sua mercadoria no ponto de venda deles e assim, terem necessidade de comprar novamente da sua marca.
Mais importante do que vender uma vez, é importante que haja a possibilidade da recorrência em compras do seu cliente.
Philip Kotler, um grande visionário consultor de Marketing, dizia: “Manter um cliente custa de 5 a 7 vezes menos do que conquistar um novo!”
Uma frase forte e chamativa que deu espaço para muitos estudos e análises.
Trazendo esses estudos e análises para a nossa realidade, para mantermos um cliente lojista ou revendedor é preciso que nosso produto tenha giro no ponto de vendas dele. Senão, não há amizade ou bom relacionamento que mantenha esse cliente comprando seu produto.
Por isso, indústrias e representantes que ajudam seus clientes a venderem seus produtos, têm melhores resultados de vendas e um maior LTV ou Ciclo de Vida do seu Cliente.
Uma das ferramentas mais incríveis do Pedidos Digitais é o Catálogo Digital. Com ele, a indústria pode criar um catálogo digital em minutos, usando os produtos que já estão cadastrados na plataforma ou incluindo novos produtos para esse catálogo digital.
Como é muito simples e rápido de serem feitos, podem ser criados catálogos temáticos para cada data comemorativa do comércio, como Dia das Mães, Dia dos Namorados, Dia dos Pais, Natal, etc.
O catálogo digital então é disponibilizado no painel do cliente lojista, personalizado com o logotipo e dados da loja dele. Então, é gerado um link para que o lojista possa compartilhá-lo através do Whatsapp e das Redes Sociais dele.
Dessa forma, com um catálogo elegante, tecnológico e personalizado com os dados do lojista, a indústria ajuda seus clientes a venderem e demonstra comprometimento com os resultados deles, mantendo forte aproximação e relacionamento duradouro.
Mantenha-se próximo e comprometido com seus clientes e veja seus resultados decolarem.
Agende agora uma demonstração do catálogo digital e de todas as outras ferramentas que o Pedidos Digitais oferece para sua indústria, seus representantes e clientes a venderem muito mais e reduzirem seus custos!
Essa é uma série de artigos de uma pesquisa, onde identificamos 7 Erros de um Modelo Comercial Ultrapassado de algumas indústrias de Joias, Semi Joias, Bolsas e Acessórios.
Se você não leu os artigos anteriores, leia-os na sequencia abaixo, antes de continuar esse artigo. Pois é importante que você entenda como e onde identificamos estes 7 erros que apresentamos nesta série de artigos.
LER Artigo ERROS #1 e #2– De um Modelo Comercial Ultrapassado.
LER Artigo ERRO #3- Os pedidos chegam na indústria sem padrão ou de forma descentralizada.
Ter muitos clientes inativos é um mau sinal, mas esquecê-los e deixá-los à disposição da concorrência é pior ainda e os resultados podem ser desastrosos para sua empresa.
Da mesma forma que é eficiente automatizar o envio de e-mail marketing e manter uma comunicação frequente com seus clientes ativos, também é de vital importância para a sua indústria criar campanhas pontuais para reativação de clientes inativos.
Essas campanhas, para ter resultados, devem ser feitas através do envio de e-mail marketing para esses clientes inativos, oferecendo alguma vantagem ou benefício para que eles voltem a comprar da sua empresa.
Nesse caso, o sistema integrado de e-mail marketing do Pedidos Digitais, pode ser programado para disparar essas campanhas direcionadas à grupos de clientes que não acessam a plataforma e/ou não compram da sua indústria há determinado número de dias que você definir.
Assim, quando seus clientes inativos considerarem voltar a trabalhar com sua marca e quiserem rever seus produtos e as suas coleções, eles não precisarão aguardar a visita de um representante da sua indústria, pois a plataforma Pedidos Digitais já estará disponível imediatamente para ele acessar e conhecer as coleções que você quiser que ele veja.
Dessa forma, a reativação é imediata e permite que ele já faça suas compras através da plataforma online.
Essa é uma série de artigos de uma pesquisa, onde identificamos 7 Erros de um Modelo Comercial Ultrapassado de algumas indústrias de Joias, Semi Joias, Bolsas e Acessórios.
Se você não leu os artigos anteriores, leia-os na sequencia abaixo, antes de continuar esse artigo. Pois é importante que você entenda como e onde identificamos estes 7 erros que apresentamos nesta série de artigos.
LER Artigo ERROS #1 e #2– De um Modelo Comercial Ultrapassado.
LER Artigo ERRO #3- Os pedidos chegam na indústria sem padrão ou de forma descentralizada.
Não se utilizar de ferramentas automatizadas para se relacionar frequentemente com seus clientes, impossibilita a consistência e eficiência dessa comunicação.
Quando deixamos a comunicação com clientes ser feita de forma manual, através de funcionários, agência terceirizada ou representantes, a eficácia se perde e não há a frequência necessária para um resultado expressivo dessas ações.
A melhor maneira de estabelecer e manter uma comunicação frequente, efetiva e consistente com seus clientes é através de e-mail marketing. E quem acha que o e-mail marketing está decadente, está completamente enganado.
Diversos estudos demonstram que o e-mail marketing, feito de maneira consistente, está mais eficiente do que nunca, principalmente quando se trata de e-mail marketing B2B (entre empresas).
Se quiser saber um pouco mais sobre estes números, leia este artigo.
Por isso, não adianta apenas ter uma excelente plataforma de vendas online se não lembrar, atrair e incentivar seus clientes a usá-la.
Mais do que uma plataforma de vendas B2B, o Pedido Digitais é uma máquina automática de atração de clientes através da sua automatização de E-mail Marketing B2B.
Com a automatização de e-mail marketing do Pedidos Digitais, seu cliente é atraído pela eficácia e assiduidade da sua comunicação. Assim, é incentivado a acessar a plataforma com maior freqüência, aumentando enormemente as chances de compras.
Isso, é e-mail marketing que realmente trás resultados para sua indústria, sem precisar contratar agências, ferramentas extras ou treinar seus funcionários para utilizá-las.
Tudo é automatizado pelo Pedidos Digitais com apenas um clique. Ative este recurso na plataforma e deixe que o Pedidos Digitais faça todo o resto!
Next Page »« Previous Page