How live data from beacons can improve your CRM strategy

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Plugging in all the live beacon-data from your physical business’s locations directly into your CRM system can have a measurable and positive impact on your abilities to personalise offers and messages in real-time.

Let’s explore how this can be achieved, and answer some straightforward questions you may have around a piece of software you may not be using, or utilising to its full potential.

What is a CRM?

CRM stands for Customer Relationship Management, and it refers to any system used to manage a company’s interactions with its current or future customers.

The purpose of this to help automate some of the more time-consuming, labour-intensive customer service chores so you can spend more time and effort developing the actual human-side of your relationship… the one that will lead to a much healthier customer lifetime value (CLV).

Why should you use a CRM?

A good CRM should organise, automate and synchronise all of the customer facing areas within your company, and not just sales, but also customer service and technical support. (Also marketing too, which we’ll get to later.)

It basically means you can chuck all those massive ledgers and rolodexes in the bin, and hopefully means you’ll never miss an important detail or calendar date in relation to your customer, wherever they are in the sales funnel.

This information on your clients is stored in one place, and should be shared with your whole team. Anyone can update the data, and these updates will be made live immediately. This means that everyone in your business is on the same page when it comes to the relationship.

A decent CRM should also provide you with metrics and help you forecast for the future. You’ll be able to see the complete history of your interactions with a client and you can use this to strategise for the future.

What types of data can be plugged into a CRM?

All the traditional channels, such as telephone calls, emails, face-to-face meetings can be entered into a CRM, but the system you choose should definitely come with social integration and be able to harness mobile data.

More and more people are using social as their first port of call when it comes to contacting a brand, and more often than not, this is done via mobile.

However, what about the missing piece of the puzzle?

Many businesses do not have the complete picture of any given customer journey, particularly those with premises in the offline world.

Without the ability to identify and measure a customer’s in-store interactions and behaviour, then a CRM will never truly be accurate.

But how can a business take these offline interactions and make them… online?

By using beacons.

How live data from beacons can complete your CRM strategy

By placing beacons in your premises, you can measure exactly how a customer behaves in-store. If you target an individual who has your mobile app, with a specific message or offer, you can answer many difficult questions that most businesses can only struggle to guess at…

Has the marketing worked? Has the notification directed that person into a store? How long did it take? Did they use the offer? Did they buy anything else? How long did they spend in-store?

You could then prompt the customer with a quick survey, asking if they enjoyed the experience and where it could be improved.

All this data could be fed directly into your CRM, and can immediately be used to improve communications and personalise offers for the next person that wanders through the door.

Ultimately, this live data coupled with your existing CRM data, is designed to improve customer service. However, never before have we had the capability to do so in such an agile, on-the-spot manner that takes into account the entire long-term customer relationship.

How loyalty apps are driving in-store purchases

retail_app_users

Let’s take a few minutes to pour over some beacon-related research that will help underscore just how important it is to connect the physical retail experience with your digital channels – particularly your mobile-based loyalty apps.

The world of loyalty cards seems like the preserve of gigantic chain supermarkets that have to compete viciously with each other in order to survive.

But thanks to mobile apps, the mass production of plastic cards and the huge infrastructure it takes to enable these vast data collection programmes no longer means loyalty schemes are just for the retail giants.

Every digitally savvy retailer, from an independent boutique to a small city-wide chain, can build a loyalty app that sits on your customer’s phone and offers great added value, for relatively little cost.

Of course the question is… why should I bother doing that?

Let’s look at the latest stats on customer behaviour in regards to loyalty and mobile apps.

Why should I have a customer loyalty program?

Okay, good question. Simply put, any loyalty programme is obviously designed to keep customers coming back to your specific store rather than a competitor’s. But say your competitor offers more convenience than you (it may just be that it’s closer to the customer), you’re going to have to offer something pretty special to make someone come further out of their way to your store.

That’s where a loyalty program comes in. And I don’t just mean points based systems that accrue meaningless general deals, but genuinely personalised special offers or cold hard money off.

Loyalty programmes work! Here are a few stats from Bond’s recent 2016 brand loyalty report:

  • 81% of consumers are more likely to continue doing business with brands that offer loyalty programs
  • 75% of consumers say loyalty programs are part of their relationship with brands
  • 73% of loyalty programs members are more likely to recommend brands with good loyalty programs

These are huge majorities of customers, all saying “yes, offer us a loyalty programme, make it worthwhile and we’ll come back.”

And it’s not just those of us who are used to carrying around loads of different, forgotten plastic cards in our wallets, younger people who probably don’t even use a wallet anymore use loyalty schemes too…

According to Blackhawk Network’s recent study on shopping habits:

  • 69% of Millennials belong to a retail loyalty program and 70% of those are happy with the program

And according to Software Advice the most important thing that will keep millennials using a loyalty program is the speed with which rewards build up (51%) and the variety of rewards available (38%). It should be worth noting that 50% of millennials stated they would quit a loyalty program because rewards took too long to accrue

The case for building a mobile app for your loyalty program

According to Google, 84% of shoppers with smartphones use their devices to help shop while in–store. But then, you don’t really need Google to tell you this. You already do it yourself. You’d be crazy not to! With huge improvements in mobile optimised websites and network connectivity, why not do 30 seconds of research while in-store to see if you can save some money elsewhere.

But it’s not just the mobile-web that shoppers are using, research from Apptentive carried out in July 2015 shows that a vast number of US consumers are using specific retail apps while shopping, which is helping drive in-store purchases.

  • 88% of respondents used retailer apps
  • 61% said they used them at least monthly.
  • 26% of the app-user population used retailer apps seven or more times per month
  • 71% browse retail apps before buying in-stores, at least once a month
  • 51% have used a retailer app while in store.

Percentage_Of_Shoppers_using_retail_apps

But what do people want from a loyalty mobile app?

According to the Bond research we mentioned earlier, 77% of smartphone users suggested they’d like to see mobile-specific offers such as surprise points or rewards, exclusive content and special birthday messaging.

All of this adds to brand loyalty and all of this is achievable with the data you can collect on your customers.

And customers will of course carry on using your mobile app outside the store. The Bond research suggests that, 57% of consumers are interested in using their mobile device to check their points balances, redeem reward points (55%), find a location/store (54%), and browse reward options (54%) at home.

Ultimately this loyalty culminates in revenue. According to ABI research: 40.4% of respondents who had downloaded a retailer branded app said that as a result, they bought more of the brand’s products and services and 45.9% said the app caused them to visit the store more often.

Joining up your physical retail store with loyalty app

Of course all of these benefits to you mean nothing if you’re not benefiting your customers.

According to 2016 research from Revel Systems and Forrester 93% of executives agree that’ it’s important to integrate digital capabilities into physical locations to improve customer experience while 94% of retailers see in-store digital capabilities as important not only for customer experience but also for store operations.

But how can you achieve this?

How beacons can help you join everything up into one brilliant customer experience

Build that loyalty app, give it to your customers for free, and place beacons around your premises to trigger specific deals and helpful store advice.

Make the most of it by offering free Wi-Fi in-store, and don’t be shy about it either. Also do encourage your customers to enable their customer loyalty apps with simple guides. Promise that that the push notifications will be ‘worth it’ then prove it by sending a brilliant one-time offer when they walk into your store.

Use the data you’ve accrued about your app users to tailor genuinely helpful bespoke offers and offer true personalisation.

Make their shopping experience as pleasurable and fun as possible, while also being brilliantly helpful. They’ll not only come back to your store, but also use your app while at home too.