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Why Customer Engagement Matters So Much – Now


Best Designs for Your Brand Online

Wary consumers will give more money to the businesses they feel emotionally connected to — while ignoring, or even opposing, those that provide them no value.

I was doing some research recently on eCommerce personalization, and I kept running across the term ‘Engaged Customer’, and so I started breaking down the meaning of the engaged customer.  Maybe this article with encourage your thoughts to help you strategically tie eCommerce personalization into your Marketing plan to build that emotion.

Engaged customers are important.  Engaged customers spend more money; and are more loyal. Engaged customers are emotionally attached customers. They ‘feel good‘ about the product or service.

According to Gallup, “When American consumers do spend, they’re vigilant in making sure they get the best value for their hard-earned money. They research, compare, seek out recommendations, ask questions, and carefully consider their options. Buying just about anything, whether it’s a $20 shirt or a $20,000 car, is more of an emotional act for customers than ever before.

A customer who is fully engaged represents an average 23% premium in terms of share of wallet, profitability, revenue, and relationship growth compared with the average customer.

The upshot is that consumers are spending money, but they’re more inclined to spend it only with businesses they ‘feel good’ about.  Here are some great examples of ads you won’t forget using humor to make you ‘feel good’.

How do you define ‘feel good’?  How do you create a ‘feel good’ brand?  Are ‘Feel Good’ and ‘Emotion’ terms that can be used interchangeably?

What are the emotions we are trying to connect with?  How do we connect with them?

Research Junction blog with examples about building a brand based on a wide variety of emotions that include the desire for freedom; fear; instant gratification; control; guilt; love; a good deal;  desire to be trendy; trust; and security.

Where do you fit on Kevin Roberts’ Love/Respect Axis?

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Engaged customers spend more money.

Gallup research has found that:

  • Restaurant — casual dining: Fully engaged customers make 56% more visits per month than actively disengaged customers do.
  • Restaurant — fast food: Fully engaged customers make 28% more visits per month than actively disengaged customers do.
  • Hospitality: Fully engaged hotel guests spend 46% more per year than actively disengaged guests spend.
  • Insurance: Fully engaged policy owners purchase 22% more types of insurance products than actively disengaged policy owners do.
  • In the retail banking industry, customers who are fully engaged bring 37% more annual revenue to their primary bank than do customers who are actively disengaged. Fully engaged banking customers also have more products with their bank, from checking and savings accounts to mortgages and auto loans. c
  • In the consumer electronics industry, fully engaged shoppers make 44% more visits per year to their preferred retailer than do actively disengaged shoppers.

And don’t use the Omnichannel platform to create a ‘feel bad’ brand.  I ordered a new iPad from Best Buy recently online to pick up in a nearby store.  An email arrives and says, ‘your iPad is ready to be picked up.

So, I go to the nearest Best Buy and they tell me it is ‘ready’ at a Mall 500 miles south.  This is about as poor a way to use an excellent platform (ATG) as can be imagined. Knowing inventory availability, shipping times, my address – none of this was important to the people that set-up the platform, or worse; they did not care.  I did get charged, so the shopping cart was of importance.  Are you feelin’ me?

But, I digress.

Ecommerce platforms and associated tools have given us the ability to track customer touchpoints and learn about the individual in detail.  Now, it is up to Marketing departments to take action on those attributes to build the ‘feel-good’ Emotional brand.

Best of luck building your Emotional brand.

How to Brand

Marketing Lessons from Walt

Six stages of Emotional Branding

Brand Strategy and the Lovemarks Theory

7 Tips for Building a Brand Personality

See on Scoop.iteCommerce Today

What is PIM – Why Is Product Information Management Important?

First, who might benefit most from a PIM solution?

  • When your web team is bigger than 10 users
  • When you need to coordinate business user contributions through workflow and notifications
  • If you have to manage a product catalog > 250,000
  • If your products have more than 15 attributes
  • If you need to manage your catalog in more than 2 languages
  • If you have to consolidate input from multiple sources

Long gone are the days when basic product descriptions, specifications and plain photos were enough to sell products. Today, product detail pages include detailed descriptions, multiple photos, zoom functionality, video, ratings and reviews and so on.

Showcasing products from multiple angles, zoom functionality, 360 degree images, and video are just some of the ways B2C and B2B sellers are creating a more “real-life” representation of their products.

Sales are enhanced with product details that provide enriched content that brings context to the product, helping to guide the buyer through the decision-making process.

I  thought this short YouTube on Product Information Management might offer some insight on the importance of a PIM solution for B2B and B2C marketers trying to get a handle on product information.

Many sellers also include contextual and lifestyle content such as ‘How To’s’ and user guides. In addition, most retailers today incorporate user-generated content such as ratings and reviews to help the consumer make an informed decision. Some are even bringing customer-generated photos and videos shared on social media to showcase how real people, in real life, are using the products.

A PIM solution becomes very necessary.

Just a few problems when you do not have a PIM solution:

  • Product Detail Pages that do not impress with density and information and that fail to romance the product.
  • Lack of relevant tags and keywords leading to lower SEO effectiveness.
  • Inability to chase the long tail or expand virtually into compelling adjacent categories.
  • •Incomplete product information leading to increased activity at contact centers and higher return rates.

PIM value to the organization includes customer satisfaction, customer service, Detailed product content is a differentiator when it comes to customer experience. :

I highly recommend seeking out the PIM Value Index from Ventana to learn more. They offer an evaluation of leading PIM vendors. Forrester and Gartner are obviously other great resources.

Leaders include Informatica, Stibo, Riversand, IBM, Hybris are leaders with useful information found on their sites.