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Improve Customer Journeys and Increase Sales

Over recent years, we’ve seen a dramatic shift in shopping patterns. Many now prefer the convenience and ease of shopping from home as opposed to the high street, forcing more and more traditional retail stores into administration. 

In order to stay profitable, businesses need to develop an online presence. According to Internet Retailing, “UK shoppers spent £91bn online in 2013” and are set to spend £107bn in 2014. These figures highlight the enormity of catering to the wants and needs of an online market. 

Digital marketing is so much more than designing a website. Research suggests that customers expect the same quality of customer service online as they do in store, so it’s important to go the extra mile. 

Personalise Content 

Onsite content creates a conversation between you and the customer. For this reason, it’s integral that you know who you’re speaking to; who your audience is, their likes/ dislikes, purpose for visiting and what keeps them engaged. In doing this, you can really set yourself apart from competitors. 

To gain a greater understanding of consumer behaviour, create an audience persona. By analysing data attained from initial signups and purchases, you can see who is searching for your company and why.  

In email marketing for instance, try to segment your audience (by age, gender and location for example). This way, you can really cater to the individual. Businesses that continue to send generic, mass emails are finding it increasingly difficult to generate engagement from their communications, as customers tend to filter this content as spam. 

In taking the time to create relevant, valuable copy, you can trigger a positive response. Personalised content has a domino effect; it makes the customer happy, which encourages them to tell others (either by word of mouth or via social media) thereby increasing sales. A personal touch is essential to maintaining customer loyalty.  

Use Big Data

Big data is a buzzword that’s worth getting to grips with. It takes standard analytics to the next level by also incorporating unstructured data from a wide variety of sources; adding a new critical dimension to your research model.  Aspects such as check-ins, shares and other social media responses are taken into account; a key indicator of customer expectations. 

Our Trakapo profiling system is a great way to attain a higher level of data. By plugging it into your site, you can determine who has visited, how many times, what pages they’ve looked at and the amount of time spent on each page. This provides smaller, specific segments to help you understand your target audience.  

Big data works hand in hand with comprehensive engagement models. ERFM (engagement, recency, frequency, monetary) is an in-depth approach to segmentation that, unlike RFM, doesn’t ignore customers who are talking and engaging with the brand, but are yet to make a purchase. ERFM offers opportunities to build on existing and future brand-customer relationships.

Predict The Future

Improve future campaigns by using your ERFM model to its full potential. In analysing consumer behaviour (noting ‘touch points,’ offers and products that customer’s respond particularly well to) you can start to map the best customer journey. You can see where content is needed, define each step and personalise. In sending the right message at the right time, you suggest reliability and authority; that you’re a brand worth listening to. 

Want to increase sales and improve customer journeys?  Get in touch at and our team will answer all your questions. We’ve just the tips and advice you need to get started.