Should retailers look beyond the confirmation page in order to maximise the return on investment from their marketing efforts? Dan Pearce, director at Have You Seen, argues that instead of seeing the checkout screen as the end of a purchase cycle, the initial customer purchase should be viewed as a launch pad for further sale referrals.
Retailers work hard to offer quality goods and excellent customer service, but too many aren’t encouraging their own customers to share experiences with their friends and family. Retailers should focus less on cost of acquisition and more on cost of access to the customer’s social network. It’s one of the most natural things to make recommendations to the people closest to us.
Research by Have You Seen has revealed that 45 per cent of Brits have already recommended products or services online via email or social media, proving that this is something that is already part of everyday life. Equally, we’re more likely to buy a product that someone we trust recommends to us. This is a basic concept which, if implemented, could make a big difference to the retail industry.
Many retailers are still scratching their heads regarding social media and the ways in which they can use it to their advantage. The answer lies closer than they think – with their customers.
Considering the power behind ‘word of mouth’, they should encourage and incentivise satisfied customers to tell their friends and families about new purchases through their own social networks. They’re likely to be advocates of the product having just bought it -and this is the opportune time to invite them to share this.
This is a great way for smaller retailers to get involved in affiliate marketing, but by incentivising their customers as opposed to third party businesses. For larger retailers who already work with an affiliate network, this provides a good opportunity to drive more incremental, referred sales.
By Dan Pearce
Director
Have You Seen
www.haveyouseen.com