Retail stores have long been collecting basic details (i.e. name and email) on their customers. Now, with the help of some nifty retail cloud solutions, it’s possible to collect so much more.
eCommerce retailers are already taking advantage of cookies (not the delicious kind), to track shoppers through their online store. Most e-tailers are using data to target people who have abandoned their shopping carts by placing the shopper’s chosen products in ads around the web, and sending them newsletters and offers for products they are likely to be interested in.
The good news is, brick-and-mortar stores of all sizes are catching up with this trend. Now, they too have the ability to collect smart data on their customers’ demographics and product preferences.
In the next few paragraphs, we’ll talk about how forward-thinking merchants are accomplishing this, and more important, how you can do it too. Check out our ideas and tips below:
Why collect data?
The more you know about your customers (i.e. when they shop, what they buy, what they respond well to), the more effective and efficient your business decisions will be. Data can give retailers the ability to forecast staffing requirements for busy shopping times, understand what stock is needed in advance, learn what marketing campaigns drive the most sales for your store, and more.
What types of data to collect
At the very least, you should make sure to collect the basics (i.e. name, email, and possibly phone number). That way you have the ability to reach customers in the future with marketing campaigns and newsletters.
If you have the right tools, you can capture more details on product purchases and preferences, giving you the insights to run more targeted and effective promotions.
Collecting all this information is easy in Vend, and there are a couple of tools you can leverage to put the data in to good use.
Such tools include:
- Collect, a cloud based loyalty and marketing software that integrates with Vend, allowing you to gain detailed insights into your customers’ product preferences. You can then use that information to segment customers and send out targeted and relevant offers, based on the insight you gather.
- MailSync, which automatically syncs your Vend customer database and eCommerce database into popular email marketing apps, allowing you to maintain an up-to-date mailing list. Do note however that the information you can collect is limited to basic data, such as name, email, phone, and address.
How to collect data
If you think collecting data sounds difficult, time-consuming, or even a little creepy, I’m here to put your mind at ease! Follow these 4 tips to start collecting data easily and automatically, while respecting your customers’ personal information.
1. Make it easy. The last thing you want is to hold customers up at checkout. Focus on giving them an easy, no-fuss in-store experience by not hustling your way through a confusing database or rustling pages of paper to take down their details.
A loyalty solution that is quick and easy for the staff to operate at point-of-sale is the way to go.Collect’s loyalty solution integrates with Vend, making it easier than ever to add a customer to your database. Collect even sends the customer an email to join through Facebook, giving the store access to more demographic information, and a profile photo – which is handy for identifying them on their next visit.
