Why is Knowing My Customer so Important?
Remember, customers are still people that are worth getting to know because they are critical to your company's growth and success. Allowing time to get to know, understand and connect with them adds the human element to your business. Customers are the full-front of your business for reputation, brand awareness and overall driving sales for your much desired products/services.
It also grants you to get ahead of the competition. Allowing you to create products/services that stand apart and meet customers needs.
At kyco, we’re often asked what the best practices are for clients to better understand and get to know their customers amongst their busy schedule of running their business. Luckily, our technology is here to help with a neat trick called in-store customer profiling.
In-store Customer profiling: What is it?
Now onto the good stuff! What exactly is in-store customer profiling?
In-store customer profiling is the process of collecting and analyzing data on customers' behavior while they’re in your establishment. This can include what items they’re looking at, how long they spend in your establishment, what they’re buying, how much they spend and how they interact with in-person displays and staff members.
Companies use the data to create a detailed description of their customer base, including their shopping habits, demographic and individual preferences. They do this to improve marketing efforts, create an inviting in-store atmosphere and increase company sales.
This can be done through various means such as using apps or loyalty cards to collect purchase history, personal preferences and average spend data. Companies can also conduct interviews and surveys with customers to better understand their needs.
How to use the Information to Benefit Customers
Customer Recommendations: In the UK, there has been an 86% increase in consumers who prefer suggested products/services in exchange for customer loyalty. Businesses can utilize consumers' purchasing habits by recommending new products/services based upon their buying habits. At kyco, we capture this data through wifi-sign ups and other forums. We structure 5 - 10 questions that your establishment wants to know so we can improve your campaigns and create marketing better suited to each customer.
Marketing Tailored to your Consumer: 61% of UK consumers tend to spend more due to personal messaging when 74% disregard irrelevant information. Tailoring your marketing content to make it personal is the next step to increase customer engagement and maximize purchasing decisions. At kyco, we monitor and support all of our clients across their marketing. Helping them to create engaging email campaigns personalized to the user.
Customer Reviews: By listening to your customers in regards to their in-store experience, you can alter the venue accordingly to make it a much more warm and welcoming experience for them. At kyco, we have Google lanyards which allows customers to directly interact with you online and leave a live review! This way you can directly see how customers are enjoying your products/services and improve accordingly. These customer review cards can be placed in your lanyards for quick and easy access at any given time!
Clear and Quick Check-out: In doing this, customers are more likely to purchase again from the smooth and seamless experience. At kyco, when browsing menus we compliment each item with a high quality stock image of the product. We program our technical products for quick and easy checkouts whilst enticing customers with clear signposting.
Better Stock Management: Due to the automated menus, it is super easy to use the data to understand which stock is higher in demand than others. Therefore cutting down on costs and reestablishing it for products that are more desirable.
Loyalty Card Programs: Why not reward your most loyal customers with a treat! At kyco, we make this super easy with virtual loyalty cards. Customers don’t have to worry about losing a print loyalty card because it can be stored in their phone. At the end of each purchase, they are rewarded with a stamp. After so many stamps they can claim a free item from your business. We often advise the most popular product as a free reward so they feel valued. However, we can also provide exclusive offers to loyalty members such as discount codes for your establishment. At kyco, we keep our loyalty cards digital rather than physical to cut costs for local businesses and make it eco-friendly!
In-Store Promotions: Use the data to create targeted in-store promotions that appeal to specific customer segments. For example, if you have a segment of customers who frequently purchase certain beverages, put out an offer encouraging increased purchases.
Better Establishment Lay-Out: Use the data to optimize store layout and product placement based on customer behavior and preferences. For example, if you know that customers tend to linger near a specific section, consider placing popular items or promotions there.
Let’s see the Effect of this in Real-Time!
At kyco, we work with some amazing clients. However, a case study we recently worked with helped elevate their in-store experience, marketing strategy and gain new interest.
"By creating customer profiles within the kyco platform, we know what customers are looking for before they have even walked into the showroom.
I've already recommended kyco to a number of businesses. If you're doing no email marketing or you haven't got the time for it, this software and the support these guys give you is brilliant." - Ashley, The Tile People
The Tile People have changed the way their email marketing operates by embracing automations and new ways of data collection.
“Since switching to kyco, email campaigns have seen an average open rate of 36%. With such a strong open rate, customers are kept in the loop of new tiles and promotions.
QR/NFC Tiles have been placed around the showroom to enable an interactive visit from browsers. If there is a preferred range, they can tap their phone against the tag and browse the full range which could be new designs or colours.”
The Tile People have improved their customers' experience by utilizing the in-store customer profiling to create an interactive showroom. Giving clear in-sight across their marketing via email and increased customer communication. Just like The Tile People, getting to know your customer base can only have a positive impact on your company.
Let’s get Set-up!
It’s super easy to set up with us. All you’ll need to do is tell us what you want to achieve and we will make it happen - stress free. At kyco, our end goal is your end goal. We work together with our clients to make sure their business is on top. No matter how big or small the task, we will get it there giving you full visibility along the way. With kyco’s technology, you can interact with customers on a 1:1 level allowing them to feel the heart of your business.
