Courting Your Customers: It Starts With Attraction

By Fatima D. Lora

Similar to the dating scenario, retailers must “court” consumers with messages and imaging that create a reason for the shopper to make the next move. Loyalty will build as merchants develop a relationship with customers, based on an understanding of their “data.”

“The ability to capture data about each customer’s engagements is invaluable,” noted Lewis Chang, VP of E-Commerce and Marketing for Skinit, in a recent Executive ViewPoints column. Capturing this customer data “is more like dating than you would believe. You don’t want to overwhelm in the beginning, but you need to show that you are listening. Then, as the relationship matures, marketing needs to speak one-on-one and be relevant to the customer engaged.”

This relates well to my first visit to Charming Charlie. I was curious about the store layout and types of jewelry being sold. I had a terrific experience and told a co-worker about it. After visiting Charming Charlie, she, too, fell in love. Like a domino effect, everyone we told, and then who they told, brought friends and family members who have since become loyal customers.

Sealing The Deal
Maybe you visited a store for the first time because you received a gift card or a daily deal. Perhaps it was a gift from a friend you needed to exchange. Whatever the reason for your visit, that initial contact likely helped to pique your interest in the products and/or services.

However, just like dating, your loyalty to that store or brand requires open, two-way communication; the retailer must communicate with you about what they can offer you, and then you must let retailers know how they can meet your needs.

Whether it’s shopping online or at a brick-and-mortar store, consumers want to feel a connection with the retailer. After all, why start the dating process if you don’t intend to be loyal?

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Follow Fatima on Twitter: @FatimaDLora