What Retail Marketers Should Know About Contextualizing Realtime Customer Marketing – Part II

Welcome to the second and final part of the Contextualizing realtime Customer Marketing mini-series! In the first part, we spoke about the following two best practices:

1. Reactivating churned customers upon website visit
2. Incentivizing order completion with an abandoned cart sequence

Read on here to discover the next Best Practice – how to increase engagement with product-back-in-stock campaigns. Alternatively, you can download all four methodologies in the full use case here.

Increase Engagement with Product Back in Stock Campaigns

Certain marketing campaigns can cultivate more robust customer engagement and brand loyalty by reminding and encouraging customers to make additional purchases. Identifying those campaigns and their optimal timing allows you to create a better customer experience and improve your customer’s lifetime value (CLTV). An example of such a campaign has to do with triggering a realtime message when certain products are back in stock. As creatures of habit, customers tend to revisit the same brands in pursuit of the same or similar products as they previously purchased. Customers who visit your brand and see that the item they came to purchase is currently out of stock could leave empty-handed. While they may have not completed a purchase that day, you now know what product they are interested in. When the product is back in stock, this becomes a valuable engagement opportunity. An excellent way to inform your customers of a product being back in stock is by sending a realtime email campaign. On the other hand, triggering a campaign every time an item is back in stock, without considering many additional data points can alienate your customers and damage your marketing efforts. To send this campaign only to customers who would really find this notice useful, start by simply targeting customers who visited a specific product page when it was out of stock. Alternatively, for replenishable products, you can also target customers who are expected to run out of the same product in the near future and inform them that the item is now in stock, reminding them to make their next purchase. The flowchart below demonstrates how you can personalize your message, by segmenting your customers into three tiers based on their average order amount: low, medium, and high. This will allow you to offer different discounts to each customer based on their tier to increase your campaign's monetary value. This is just the tip of the iceberg! To learn more about how Optimove can help your specific brand in delivering contextualized realtime marketing campaigns, contact us today.