Sitting at your desk strewn with piles of must-do’s, you’re distracted by the need to get more people into the store. Your Facebook post isn’t really clicking but spending money to blanket direct mail in your market area is expensive and doesn’t really pay for itself.
Meanwhile, giant retailers and online merchants are connecting with your local customers and siphoning away traffic and sales through speed, convenience, and price.
What’s it going to take to get in today’s retail game? To make a difference with your products when nobody thinks of your store? When even your church buys from Amazon or directly from the publisher?
What if you could see into your marketing area and identify potential customers based on their life stage, economic situation, personal interests, and the media they use? What would you say to them to connect as friends, engage with empathy, or address a current need they have that big retailers just can’t?
What if you had a resource that allowed you to manage customer relationships across store, web, and online marketing? What if you had marketing technology that ethically could connect customers to you and your store for fun, sales, and service?
Today’s retail marketing combines technology and data to deliver insights that help interpret and manage customer signals to drive experiences and create value across all channels—store, web, social media, events, and more.
With the ability to collect and analyze data, retailers will gain insights into their customers’ needs, habits, and lifestyles to be able to come alongside and help them, empower them, or give them a moment’s peace or pleasure in a chaotic and demanding world. Big amounts of data are used to “microsegment” customers to be able to speak to them where they are in life this very moment.
Scott Brinker, VP for Platform Ecosystems for HubSpot, an inbound marketing technology firm, says marketing technology has created a revolution that has shifted marketing from the business of communications to the business of experiences. The technology enables new services and experiences to cross channels and connect with customers with new information, help, resources, and other services to add value that customers want.
Jason Heller, a McKinsey & Company partner, says technology applications have enabled marketers to deeply and directly engage with customers because they know more about them. This in turn helps shape the products and services brought to market for specific customer segments.
He said using artificial intelligence – machine learning, natural-language processing, and computer vision – helps derive customer interests. It also drives personalization, helping retailers create and deliver differentiated and relevant experiences in response to data-driven insights about individual households and their needs.
These capabilities fuel a customer-acquisition engine for new products and services, he said. It also drives new types of subscriptions and manages upsell, cross-sell, and retention efforts throughout a customer’s lifecycle.
For small indie retailers working to bring Christian resources to their local communities, even accessing these types of capabilities seems impossible. That’s exactly why CBA has developed a strategic partnership with Ruf Strategic Solutions.
The company already has significant amounts of data developed into microsegmented clusters that can be identified for local retail-market areas. These segments are defined by Ruf’s Connex Audience Clusters in different categorizations to pinpoint messaging, develop marketing that works, and connect and engage local customers in unprecedented ways.
A unique faith element has been developed as a data overlay that is exclusive to CBA. No other data provider can offer the depth of data and segmentation as this tool.
This marketing technology approach will bring indie Christian stores to the forefront not only of technology application, but also, more importantly, to meeting people where they are to build relationships that no big-box or online retailer can match.
Watch for new CBA program updates and membership opportunities that will support your store’s growth in the new marketing technology paradigm.