We talked previously about personalizing the user experience. Let us now see how to improve the results of our online activity.
In fact, acquiring new customers without being able to bring them back to buy from us frequently means wasting so much value unnecessarily, making our business difficult to sustain over time.
Again, the most important thing to do is to first of all be able to recognize our customers, understand what stage they are in in the life cycle, the segments they belong to, and try to optimize and make the communications we send them as relevant as possible.
The goal is as simple to enunciate as it is, without the right tools, complicated to achieve:
We need to be able to translate online the counseling we already perform in our off-line pharmacy to communicate in a relevant way with our customers.
As the numbers of these customers are growing, however, let’s look together at 5 tips on how to create communications that are as relevant to each customer as possible:
- Personalize communications
- Send communications at the right time
- Automate
- Always choose the most suitable channel
- Do not send only product information
Personalize communications
Marketing Personalization means, among other things, not sending the same communication to anyone again. To make our communications relevant, it is essential that they carry information that is actually of interest to the recipient. It sounds trivial, but how many mutually identical communications do we send? Does it make sense to send a promotion about diabetic products to your sports customer segment?
Keeping relevance high means exponentially increasing the likelihood that those who receive our communication (be it e.mail, text message, social message etc.) will find it interesting, thus devoting some of their attention to it.
Send communications at the right time
It is critical that people who visit our site receive communications in a timely manner with respect to actions they may take. If we have activated a promotion on a flu shot let’s send it to those who express an interest in it and not relegate it to a winter mass communication. If I get sick in July that is when I would like to receive a promotion on a flu shot!
Automate
How much time do we spend creating and sending newsletters, and how little or not at all personalized are they? To automate means not only to determine an automatic sending but first and foremost to be able to send relevant communications that are automatically personalized in content and in the way that best suits each user. Being able to determine, for example, that a segment of my customers purchases a consumable good with a certain cadence can allow me to anticipate their need by sending a communication that incentivizes them to continue purchasing from me. This, in the case of the pharmacy, can happen with some frequency given the sometimes constant consumption of certain products.
Always choose the most suitable channel
As we have repeatedly had occasion to say, it is essential to be able to communicate to people on the channel they find most relevant, or that they simply prefer. Why continue sending emails to a customer who does not read them, and who perhaps interacts with us through Facebook? To understand which channel each user prefers comes to our rescue, once again, artificial intelligence , which will be able to determine autonomously which communication channel to favor.
Do not send only product information
Making our online pharmacy communications relevant means being able to transfer real value to each customer, which can often mean sending them content and advice more than immediately suggesting products. It is very important to be able to work to also create a range of content to help consumers solve their problems, a kind of address book on pharmacist advice. Fortunately, ailments do not vary over time, and the investment made in creating an article or video can be capitalized on for a long time.
If you would like to learn more about these issues contact us to speak with one of our experts without any obligation!
In the next episode we will address how we can provide our customers with advice exactly like that given in the pharmacy through live chat and customer service . After addressing the topic of website customization and how it can improve the results of your online business let’s look together at some tips on how you can increase the value of your customers over time, leading them to repurchase from you consistently and frequently.
