Digital Shopper Marketing Tactics to Win Over Modern Customers
What is Shopper Marketing?
Shopper Marketing is the process of enhancing the shopping experience of customers by engaging
them throughout the path to purchase. It involves strategies and tactics to drive sales through
customer interactions during all phases of the buying journey, namely, awareness, consideration,
and conversion.
Traditional shopper marketing typically focused on selling, and the promotions were usually price-
centric. However, shopper marketing is now all about mining insights. It’s about gaining a thorough
understanding of the motivations behind purchase decisions and purchase patterns.
Since purchase decisions happen everywhere these days, shopper marketing involves digital
elements and in-store strategies such as aisle promotion or temporary price reductions. From
planning a purchase to applying coupons or rewards points and getting e-receipts, shopper
marketing has evolved into an omnichannel approach that engages customers in-store and online.
Why use Digital Shopper Marketing?
Physical and digital retail environments are intertwined and can no longer be considered separate
entities. The shopping experiences of modern customers span these two environments, and so
should customer engagement strategies. Shoppers are also increasingly turning to digital channels to
compare costs and research products before purchasing.
Digital Shopper Marketing Tactics You Should Know
1. Frictionless commerce
Frictionless commerce refers to simplifying purchase opportunities that allow for an easy and quick
purchase. It ensures that customers can buy a product or service whenever and wherever they want
with minimal clicks and steps.
A complicated route to checkout can result in shoppers abandoning carts. For example, consider
sending a promotional SMS with a link that takes customers directly to the page where they can
easily access the discounts. This increases the chances of the customer making a purchase becausethey do not have to go through a series of steps to find the products on sale. Similarly, mobile
payments and coupons can go a long way in making the in-store experience hassle-free. easily access
the discounts. This increases the chances of the customer making a purchase because they do not
have to go through a series of steps to find the products on sale. Similarly,
2. Post-Checkout Experience
Post-purchase experiences are vital for customer retention and can significantly impact repeat
purchases. Customers who have positive brand experiences can go on to become brand advocates
who recommend your products to others. Furthermore, continuing to engage customers after the
purchase increases the chances of getting user reviews and honest feedback. The post-purchase
experience can thus play a crucial role in influencing brand perception.
When a customer makes an online purchase, there's an experience gap before they receive the
product. Sending a Thank You message after the purchase, offering timely order updates, tracking
information, and ensuring ease of returns and exchanges are some ways to ensure happy customers
and repeat purchases.
Engaging customers post-purchase through WhatsApp and SMS notifications can convert habitual or
one-time shoppers into lifelong customers. In addition, providing personalised offers and members-
only perks can help ensure customer loyalty.
3. Social Commerce and Shoppable videos
Social commerce refers to buying and selling products or services on a social media platform. As
more than 50% of customers learn about new brands on social media, focusing on streamlining the
mobile checkout process is critical. Moreover, social media platforms have grown from being a place
for discovery to hosting the entire customer journey. While posts can attract new prospects, with
social commerce, you can nudge your visitors towards a purchase and eliminate the drop-off points
resulting in abandoned transactions.
Since online shoppers cannot test or try a product or service, social proof can significantly influence
purchase decisions. Social media platforms are excellent places to build your reputation by
showcasing reviews, testimonials, awards, and recognition. Offering a centralised location to
complete the purchase and post reviews can result in a positive feedback loop, improving your
bottom line.
Delighting Customers with Tech-Driven Experiences
Business communication is pivotal to delivering a positive customer experience, affecting purchase
behaviour and improving retailers' sales. Leveraging digital shopper marketing tactics enables
organisations to gain valuable customer insights for maximum engagement and increased revenue.
Kaleyra's API-based technology enables multi-channel integrated communication services, consisting
of SMS messaging, rich messaging and instant messaging, video, push notifications, e-mail, voice services, and chatbots. Discover how you can benefit from these services today.
