For some time now you have been busy collecting as much data as possible from your customers. By now you know that this is necessary to understand and serve your customers in the best possible way. It has an impact on increasing your customer retention, which is of course something that sounds very nice. But all this only has effect if you actually do something with the collected data. This can be done by using various marketing tools.
Marketing tools, what are they?
One of the solutions that tritonX offers are ‘Marketing Tools ‘. This consists, as the name says, of a lot of marketing tools. Within this solution you can segment and select the collected customer data (Solution 1: Customer Connector) to then approach the customer through, for example, a newsletter. The various marketing tools are used to see whether we can get the customers to make a repeat purchase. With the marketing tools you can think of the RFM retention model, dynamic segmentation, reporting, marketing automation, marketing campaigns, etc. Read on quickly so we can explain the most important tools to you.
One way to get started with the collected data is by using ‘dynamic segments’. You set up segments based on various pillars. You can think of: gender, brands, collection, purchase period, top customers, but also customers who have not purchased in your store for some time. It is important to ensure that you create sustainable segments. You do this by making sure the segments are reusable. Have you managed to create sustainable, dynamic segments? Then we recommend that you use these segments within your marketing campaigns or marketing triggers. By choosing sustainable segments you are in a position to experiment with the segments and include and exclude them within your campaigns. Introductie – wie ben je, wat verkoop je, waarom moeten we bij jou zijn?
Besides ‘dynamic segments’ you can also choose ‘marketing campaigns’. You can think of newsletter, direct mail or advertising campaigns. Of course you can also use these next to each other, one does not exclude the other. An advantage here is that you can use the previously sustainably built segments for this. Because you can use different segments or exclude them, you get the opportunity to start the campaign as effectively as possible. For example, one segment may be suitable for a newsletter about the new collection, while another segment would rather know about the advantages of shopping online in your store.
Marketing Automation (triggers)
In addition, marketing automation (triggers) can also be interesting for you. This means that you once create triggers in the system. The goal is to increase your customer retention. You only have to use this once because after that the system (tritonX) works automatically for you. Examples of marketing automations are welcome mails, birthday mails, loyalty (points) reminders and the reactivation of one-time-buyers.
You’ve probably seen the RFM module come by before. RFM stands for Recency, Frequency and Monetary value. It is a way of categorizing your customers based on how recently a customer made a purchase from you, how often this happened and how much money was spent. In this way you can easily see which customers you are likely to lose and which are your most loyal top customers. Through marketing automation (triggers) you can then effectively approach these customers to reward them or to (actively) reactivate them. An ideal tool to increase your customer retention and Customer Lifetime Value!
tritonX – hét retail Customer Data Platform
More than 100 retailers and brands are using tritonX. We are the retail Customer Data Platform (CDP), with a specialization in the fashion industry. This means we have a lot of experience with everything that has to do with (omnichannel) customer data. After reading this article, are you interested in how you can make data work for you? Then let us know, who knows we can help you and tritonX is the solution for your business. Contact Ad Umans at firstname.lastname@example.org (0031 6 549 372 09).
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