With the number of consumers shopping online and on smartphones, retailers have more competition than ever before. The digital age allows consumers to connect with virtually any store selling products similar to yours.
Jim Barnes, CEO of Enspire Commerce, an enVista company, says, in an article featured in Multichannel Merchant, the key to success in the digital age is creating long-term relationships, bringing back the social aspect of shopping that was commonplace before the rise of e-commerce. Cultivating customers into “brand ambassadors,” who will spread the word about positive experiences with your business across all channels, will help your business grow. Barnes is not referring to hiring advocates, but rather fostering relationships with customers who have had such positive experiences interacting with your business that they want to share those good experiences with family and friends.
Make it Personal
Barnes says clienteling, building relationships to create positive experiences and loyalty, is a good place to start on the way to creating brand ambassadors. Another important step is making sure all conversations and communications with customers – through any channel – are relevant, based on that customer’s history with your business. Know their preferences and the items that they have purchased or expressed interest in. Equip your in-store sales associates with access to this information to level the playing field with online retailers that easily collect data when customers log in to their websites. Retailers with a total view of their customers on all channels, and who use this insight to personalize communications and offers, will find they have more brand ambassadors.
Barnes says:
“The more relevant a shopping experience is — no matter the channel — the more likely a customer is to purchase something he or she will rave about to friends, family and their social networks.”
Common Ground
Barnes adds that creating a sense of community around a brand can also help you develop brand ambassadors. This can be accomplished through activities or special events, for example, cooking classes that use products from your store. You can also use social media to build a community and to get the message out about promotions or events.
Barnes points out when a customer has myriad options when it’s time to shop, but they choose your store again and again, you have created a brand ambassador. The benefit will be new, loyal customers, thanks to your brand ambassadors’ influence, and ultimately, an increase in sales.