In the latter part of last year, we ran a campaign for a retail client, Halloween Alley, that really only gets noticed during one time of the year: Halloween. During that time, a frenzy of people rush into our client’s stores and go purchase-crazy, buying costumes, accessories and getting ideas for Halloween. Before and after this time, well, let’s just say it can be quiet enough to hear the tiptoed footsteps of a looming ghost, if one was left to haunt the premises.
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How did we help a client collect customer data?
As our client is not exactly top-of-mind until the Halloween season approaches, we built a database to help them communicate with their customers earlier and give them strong campaign capability. In this previous post we went through how to get started capturing customer data in store. We ran a 30-day campaign for them, which resulted in 2000 brand new in-store customer registrations. Data received included name, email address, a validated mobile number and full CASL compliance. This means the 2000 new customers are truly opted-in and can be contacted by our client, free of the worry of being considered as spam.
We can’t say enough about how important it is to get accurate information from your customers. This starts in-store by empowering your employees with the knowledge that the goal is not to merely populate the customer database, but to get real data that can be used.
Top 3 ways to get from ‘just data’ to ‘really useful data.
- Get accurate data:
Your employees can perpetuate trust with the customer right from the start so that the customer feels comfortable giving their information. Customers can furthermore be incentivized to give truthful data. With the increasing focus on personalization these days, customers can access deals that they wouldn’t have seen previously, if they enter accurate details. As a way of saying ‘thank you’ to your customers, give extra incentives to those who enter complete and accurate information.
- Validate your data:
Having a database that validates at least some of its data on each customer is ultimately the most important thing you can do. The database we built for our client validated the mobile number. This ensures that when our client contacts customers, messages actually get sent to these same customers and not other unknown people. After all, what good is an opted-in customer if you can’t even contact them, or worse yet, you thought you had contacted them but your message got sent into oblivion?
- Ensure CASL compliance:
When the customer data you’ve collected meets all CASL compliance requirements, you go from spammer to reputable retailer who’s developing a relationship with their customers.