Article

Martin Wallace
Martin Wallace 19 May 2015
Categories Customer Experience

Are You Losing Your Customers At The Checkout?

The dangers of focusing solely on an acquisition strategy.

Three things struck the same chord with me last week and prompted me to ask the above question (in my head) to virtually every retailer I subsequently encountered…



First, an in-depth discussion with one of our senior management team around how all campaign management seems to be outbound and acquisition-based. Personalisation strategies are for new customers, while login pages are for existing customers.

We have spoken at length on the Innometrics blog about personalisation being key to customer marketing across the entire lifecycle, but here lies further evidence that brands are not embracing the concept anywhere near well enough. Indeed, if it is deployed at all, it is within an acquisition strategy.

Second, a chat with one of our clients who had pretty much asked herself the very same question of her own brand, prompting her to deploy Profile Cloud to help build a customer-centric experience both before and after purchase. She identified that the brand actually lost trace of its customers post-purchase and, consequently, were losing out on retention revenue and repeat purchases.

And last, my own shopping experiences throughout the week, where I was all but booted out of the door through which I originally came in (figuratively speaking), as soon as the financial transaction was confirmed and completed.

So I ask, are you losing your customers at the checkout?

For some brands, a transaction may mark the start of the customer journey. For others it is the peak of the lifecycle, possibly even the end of it. The latter might be true for longer sales cycles or more expensive products. But the reality is, in the modern digital, measurable world, neither has to be the case. Each and every brand can, and should, be monitoring customer interaction around the brand, from awareness right through to loyalty and evangelism.

This is not as hard to achieve as it may first appear. The reality is that, for most brands with an online presence, the data to achieve it is already there. Site visits, CRM data, web purchases, store purchases are all logged in one system or another, and the digital traffic on third party sites (such as social media) is not much further away. The challenge is stitching this customer data together and getting the disparate systems talking to each other. And leading brands that are overcoming this challenge are seeing unprecedented results.

Once the data is in place, flowing freely across the connected organisation in real time, marketers can focus on the creative campaign elements that help their brand stand out from the competition and drive better customer engagement.

Original Post

Come along to the next Digital Doughnut Meetup and network with other digital marketers on 26th May at Hoxton Square. Click here!

Read More on Digital Doughnut

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
Get Your Emails Opened with These 7 Expert Subject Line Tricks

Get Your Emails Opened with These 7 Expert Subject Line Tricks

The funny thing is, subject lines aren't rocket science—your subject line should describe the content inside of your email. Plain and simple, right? The best subject lines give your readers a glimpse of what they can look forward to when they open your emails.

Shelby McGuigan
Shelby McGuigan 21 July 2017
Read more
Using Analytics to Improve the Customer Experience

Using Analytics to Improve the Customer Experience

Customers often only use a portion of the software they pay for — they may use email marketing but not lead scoring, or a keyword checker but not a backlink research tool. Understanding what your customers use most often can give you insights into how to deepen their engagement. Customer engagement analytics can reduce costs by reducing churn and building advocacy for your product.

Karri Bishop
Karri Bishop 24 July 2017
Read more
Three ways marketing analytics can benefit your customer experience

Three ways marketing analytics can benefit your customer experience

For many years, marketers have struggled to prove and improve their impact on revenue. It was the era of marketing as the ‘arts and crafts’ department. With the arrival of digital channels and marketing technology, almost overnight, marketers had data to demonstrate the impact of their work. Today, marketers can prove their ability to drive growth with the right marketing metrics. These very same metrics are also great indicators of your customer’s experience. Let’s take a closer look!

Ray Coppinger
Ray Coppinger 19 July 2017
Read more