A detailed look into what customer-centric acquisition strategies look like today, the challenges posed for retail marketers in fulfilling them, and some of the best examples of acquisition for retail.
Watch this 12-minute on-demand video on acquisition for practical advice and guidance to fulfil customer-centric acquisition strategies.
Watch the video directly on this page, or visit the Acquisition page, as part of the on-demand video series.
In the first instalment of this on-demand video series on customer-centric marketing, we consider what defines a customer-centric business, the best practices such businesses focus on, and how organisations can transform to customer-centric models.
Customer lifetime value is a vital metric used to understand the long-term profitability of a business. Join us for this on-demand video talk to understand how customer lifetime value empowers us beyond short-term KPIs, affording long-term planning and strategic change.
Customer loyalty is closely related to customer-centricity, with loyalty programmes proven to increase customer lifetime value by 30%. Join us as we consider how businesses cultivate loyalty amongst their customers, increasing retention and influencing purchases.
Customer-centricity within acquisition strategies opens new revenue streams. In this video, we discuss how customer-centric businesses generate upwards of 6:1 return on investment by leveraging identification, starting with the audiences they know best - their customers.
In this on-demand video, we consider how a business needs to evolve to foster incremental growth. Removing the challenges of measurement may be the starting point, but it’s part of a larger pivot that includes adapting internal and external mindsets and technical capability.
How retailers approach discounting impacts the consumers a brand appeals to. Here, we discuss the many aims of discounting - customer engagement, lead generation, shifting stock, new customer acquisition, and many more - and consider how this impacts customer-base.
Key to accurately understanding and reaching the right individuals - past, present, and future customers - identification is a vital capability for customer-centric businesses. Join us for this on-demand video where we consider how and why identification is such a core competence.
Identifying and understanding your customers while selling via a third party - sometimes with no direct-to-consumer (D2C) element at all - has always been a challenge for brands. How do brands with little or none D2C offering harness partner marketing to be more customer-centric?
Being able to reach that many of our customers, to be able to talk to them in different ways, and to provide insights such as how they are using the 65B [loyalty] database to increase customer frequency even further is invaluable to us.
Conversant is going to be one of the key channels for us for recruitment. Whereas if we didn’t have that channel, we’d be worried right now. Conversant is very flexible and allows us to strategically focus on an area that creates a higher return on ad spend.
It shows touch-points across our entire attribution model - it’s helping all the other channels in our marketing mix. With the test and control model they have - unique to them - you can do very quick calculations; ‘if I take that tiny percent uplift out, that’s how much impact it can have’ – which could be huge.
The advantage we have with Conversant is because the partnership is now in its fourth year, we’ve got historical data, plus all of the data we imported to the campaign. So, Conversant knows our customers and our customers’ buying habits. They’ve remembered who they are, and they continue to communicate with them. Over time, you win that person, and you gain market share.
“If you have a business such as retail or QSR with a reasonable portion of income generated online, or indeed a reasonable volume of customers for whom you’ve got good data on user behaviour and history, this is the channel that you can’t afford not to be testing on.
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Create meaningful connections with your customers when and where it matters most.
Create meaningful loyalty experiences that power lifetime connections with your customers.
Bring your customers personalised, cross-channel messages in the moments that matter most.
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