Transcription
Your RetailMarketingAutomationChecklist
YOUR RETAIL MARKETING AUTOMATION CHECKLISTPersonalization has always been the king of customer engagement. Themore personalized your approach, the more your business grows.Your customer wants to feel valued and appreciated, which is why it isimportant to create meaningful connections. From being greeted bytheir first name to getting content that interests them, your customers’expectations are high.But as a retailer, all you need is an omnichannel marketing automationhub that can help you achieve all your personalization goals.From analyzing past behavior to purchases, your customer data mustbe used in a meaningful way - which is time and cost efficient.But what are those campaign moments and triggers that need to beautomated and set in motion? Worry not, because we have you coveredin this marketing automation checklist.2
YOUR RETAIL MARKETING AUTOMATION CHECKLIST AUTOMATION IN MOTIONWelcoming new usersYou only get one chance to leave a first impression, which is why aWelcome Campaign is so important.Your aim: Introduce your brandConvert them to first-time buyersLet them know the channels youare available onGive them a reason to opt-in toyour messaging campaignTarget audience: New subscribersSite visitorsApp installersFirst-time buyersWhen to Send: When they sign upChecklistThank your customer – their time is valuablePersonalize the content based on their signup dataInclude a clear CTA on what they should do next – browse, subscribe, or buyAdd a failover channelSegment the campaign based on if they made a purchase or notA/B test recently viewed items versus best-sellers to see what converts them3
YOUR RETAIL MARKETING AUTOMATION CHECKLIST AUTOMATION IN MOTIONWin back cart abandonersThis is a must-have retention campaign – nudging the customer tocomplete a purchase.Your aim: Win back cart abandonersIncrease their purchaseorder by upselling orproposing alternativesTarget audience: Shoppers who haveabandoned theircart before purchaseWhen to Send: Usually 30 minutes to one dayafter abandonmentSend at least three reminders. Datashows three cart abandonmentmessages work better than one.You can experiment with differentchannels to maximize your reach,open rates, and conversions.ChecklistRemind them they have something left in their cartAssure you’re holding it for them – albeit for a limited timeShow the items they abandoned with links to the basketInclude recommendations based on what has recently been addedSetup a trigger that halts the reminder if they made a purchaseIncorporate push notifications if you have an app4
YOUR RETAIL MARKETING AUTOMATION CHECKLIST AUTOMATION IN MOTIONRecently viewed items campaignReengage and remind the virtual window shoppers as to what theyrecently viewed based on their browsing behavior.Your aim: Entice them to make a purchasethrough recently viewed itemsShow them you know whatthey wantTarget audience: Customers who haveviewed specific productsbut have not added itthem to their cartChecklistThank them for coming to your online shopOffer additional assistance or an incentive to complete a purchaseUse the product image and offer recommendationsInclude a link to the items viewedSet a trigger to halt messaging in case they add the item to theirbasket or make a purchase5When to Send: Usually 30 minutes to1 day after logging off
YOUR RETAIL MARKETING AUTOMATION CHECKLIST AUTOMATION IN MOTIONPost-order and delivery campaignYour relationship doesn’t end with a purchase. This is the perfect time toshow you value your customer.Target audience:Your aim: Turn first-time buyersinto repeat customersEncourage loyalty Customers who havemade a purchaseWhen to Send: Usually between one toseven days post-purchaseCOFFEESHOPChecklistEnsure you leave enough time following a purchase to the time of deliveryBe contextual and remind them what they boughtSet up triggers for:Transaction notificationsDelivery updatesReview requestsThank your customerSegment customers based on lifecycle stage. For example, if they’re a first-timebuyer congratulate them.6
YOUR RETAIL MARKETING AUTOMATION CHECKLIST AUTOMATION IN MOTIONRestock RemindersEspecially effective for consumable goods - remind your customerswhen they are about to runout by retargeting them.Your aim: Encourage repeatpurchasesTarget audience: Customers whobought perishable orconsumable productsWhen to Send: Dependent on when they boughtthe product and the expiry dateBased on a repeat customerpurchase behaviorCOFFEESHOPChecklistInclude an image of the product and link to purchaseOffer a gift or incentive for repeat purchaseSegment communication based on customers lifecycle stageInclude upsell recommendations7
YOUR RETAIL MARKETING AUTOMATION CHECKLIST AUTOMATION IN MOTIONReengage Lapsed CustomersThis is the time to win back inactive or lapsed customers and show themwhat they’re missing out on.Your aim: Reengage lapsedcustomersTarget audience: Lapsed or inactivecustomersWhen to Send: Setup a rule as to what you considera lapsed or inactive customer basedon last browsing or purchase activityChecklistRemind them about the benefits of shopping with youSegment based on customers’ past lifetime value to offer personalized incentivesInclude recommendations based on past behaviorAdd a failover channelA/B test latest products versus personalized recommendations to monitor conversions8
YOUR RETAIL MARKETING AUTOMATION CHECKLIST AUTOMATION IN MOTIONLoyalty CampaignsDesign messaging campaigns to keep your high-value loyal customersengaged and satisfied.Your aim: Satisfy and incentivizeloyal customersMaximize theirrevenue potentialTarget audience: Focus on your top highvalue customers based on:o Sign up to loyalty programo Lifetime valueo Frequency of purchaseso Average order valueWhen to Send: After they reach loyalcustomer statusWhen there are offersfor loyal customersChecklistThank them for being a loyal customerPersonalize the incentive or offer according to their browsing and shopping habitsRecommend products based on previous purchasesSegment your loyal customers based on loyalty tiers and tailor their messagingchannel based on their preferenceAdd a failover channel for those who do not engage with a campaign to becontacted on another channel9
YOUR RETAIL MARKETING AUTOMATION CHECKLIST AUTOMATION IN MOTIONSpecial occasion campaignsGet up close and personal with your customers by messaging them on specialoccasions such as Birthdays and Anniversaries to show them you care.Your aim: Drive conversions by creatinga meaningful relationshipTarget audience: Customers celebratingmilestones such as birthdays,anniversaries, or first purchasesWhen to Send: At the time of the eventChecklistSegment campaign based on events data and make sure your data is accuratePersonalize content based on lifecycle stage and past behaviorInclude product recommendations and a gift based on previous behavior10
YOUR RETAIL MARKETING AUTOMATION CHECKLIST AUTOMATION TACTICSAutomation tacticsNow that you are familiar with your marketing automation campaigns and checklists,here are some tactics to keep in mind to enhance your campaigns:Personalized contentBehavior-based campaigns are more personalized than a broadcast blast, and marketingautomation lets you take that a step further with personalized recommendations,incentives, and promos.You can create personalized content through: Demographic information such as gender, location, or professionLifecycle stage such as lead, one-off, repeat, lapsed, or ‘at risk’ customersCategory and brand affinityCustomer lifetime valueHow do you do it: 11Personalized subject line and body copy, which goes beyond the first nameCreative banners and relevant call-to-actionsPersonalized recommendationsMeaningful incentives and offers
YOUR RETAIL MARKETING AUTOMATION CHECKLIST AUTOMATION TACTICSCampaign segmentationSegmenting the flow of your marketing automation campaigns helpscreate a more personalized journey flow across different customer groups.Popular segments are based on:LifecyclestageCustomerlifetime nsCategorysegmentationOmnichannel campaignsReach your customers on the channels they prefer by delivering consistent brand momentsand messaging across all channels. Email or SMS may be your primary choice but always havea failover or back up to grab more attention.Choose from:Pushnotifications12EmailSMSVoiceRCSChat apps
YOUR RETAIL MARKETING AUTOMATION CHECKLISTIn the end, it’s all about the hubWhile you may be overwhelmed with the campaigns and tactics, marketingautomation isn’t hard if you have the right tech stack to future-proof yourcustomer engagement.Our omnichannel customer engagement hub, Moments, is your all-in-onemarketing automation and personalization solution whose foundation is basedon your customers data – giving you complete autonomy and retail growth.Want to learn more abouthow Moments can help?Explore Moments13
YOUR RETAIL MARKETING AUTOMATION CHECKLIST AUTOMATION TACTICS Automation tactics Now that you are familiar with your marketing automation campaigns and checklists, here are some tactics to keep in mind to enhance your campaigns: Personalized content Behavior-based campaigns are more personalized than a broadcast blast, and marketing
