Customer Acquisition

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Ask and you shall (usually) receive. According to research from Accenture, 35 percent of millennials and 40 percent of Gen Zs say they often or very often provide retailers with direct feedback when prompted. Make the most of this opportunity, especially with the younger part of your customer base, by gathering valuable insights whenever possible. The…

Technology has created an omnichannel world that's bringing together physical and digital shopping experiences and offering a proliferation of touchpoints that influence consumers’ brand opinions and buying behaviors. Marketers are scrambling with how to deal with this new reality, and often there's a lack of insight on how the paths to purchase are influencing sales…

Many major e-commerce players such as Amazon.com, Taobao, Tmall and JD.com have already gone global, and they’re erasing customer borders for other retailers. Now, merchants in countries like China can access consumers in the U.S. and vice versa. While reaching new customers worldwide has its benefits (Chinese customers account for about half of e-commerce purchases,…

You know what they say about making assumptions, right? Well it’s true in life and in customer support. For years, marketers and customer experience leaders have leaned on traditional assumptions of customer needs and preferences when identifying when and how to engage with consumers. The problem is that these types of assumptions oversimplify who the…

Amazon.com's recent acquisitions have redefined the retail landscape. However, according to a well-known industry analyst, its largest acquisition could happen in 2018. Loup Venture Co-Founder Gene Munster believes Amazon will acquire Target this year. “Target is the ideal offline partner for Amazon for two reasons, shared demographic and manageable but comprehensive store count,” Munster wrote in…

Fans of the 80’s cult-classic movie "Gremlins" will remember that it takes place around the holidays, as the cute little mogwai “Gizmo” is given as a gift. However, the exotic mogwai comes with three important rules: Don’t expose the mogwai to light (or it will die), don’t get it wet, and definitely don’t feed it…

Successful businesses must be customer-centric. Retail marketers know it’s important, but they’re confused about how to make it happen. This is understandable, considering some of the challenges they face. Retailers still have a myopic view of customers, and thus they're lacking answers to basic questions such as the following: Where is most revenue coming from? What are the challenges associated with generating repeat purchases from loyal customers? Where do we need improvements to our customer marketing, channels, products and services?

Recently, I sat in a meeting with a retail marketing manager who was presenting on the performance of his paid search campaigns. With a wide grin, he proclaimed that in the last month his team had delivered a 20 percent increase in sales conversions while still remaining within the targeted CPA (cost per acquisition), which…

Today more than ever, retailers are being forced to take their focus on customer satisfaction to extraordinary levels. The standard for customer satisfaction is being driven higher by companies like Amazon.com and its large retail competitors as these companies move from a focus on “customer satisfaction” to “customer obsession.” This obsession has made factors such…