4 Retail Marketing Strategies to Adopt During COVID-19
3. Combat inventory issues with triggered product alerts
Many retailers are facing inventory struggles of all kinds right now — from excess products to not enough. Whether you’re trying to keep up with product demand, push seasonal items, and/or keep high-margin products top of mind, triggered alerts are a simple yet highly effective way to notify customers in real time about the products they most care about.
Product alerts marry real-time product catalog changes and automate price drop, low inventory, and back in stock messages to those who interacted with specific items — based on their viewed, carted, purchased or wish list activity.
To be most effective in driving conversion, these communications should feature the previously engaged product for convenience, as well as recommendations similar to the item or similar to the behavior of other customers who purchased that item.
4. Personalize blast sends to avoid unsubscribes & drive conversion
Out of fear of uncertainty, many retailers are reverting back to blasting their customers with generic messages and deep discounts (comparable to Cyber Monday) to drive sales. But this is just contributing to white noise in your customers’ inbox and could lead to heavy unsubscribes. Personalization is key right now, even for your mass sends.
Target deep discounts and sales to those most likely to buy based on past interest to keep inboxes uncluttered, and incorporate in-email personalized modules to keep blasts highly relevant to a customer’s current activity.
Modules and content blocks allow you to personalize by loyalty status and include exclusive offers, and highlight certain inventory, top sellers by category, browsed items, and product recommendations directly in the email without additional creative or production time.
Kara Holthaus is the vice president of client services at SmarterHQ. SmarterHQ is a personalization platform built on a CDP infrastructure that makes it easy for marketers to increase revenue now and customer relationships over time by powering highly relevant, cross-channel experiences. Trusted by leading brands such as Bloomingdale’s, Omni Hotels, Santander Bank, and Sam’s Club, SmarterHQ activates and unifies real-time multichannel data, identifies audiences quickly based on customer behavior and profile information, and automates personalized content across email, web, mobile push, print, and ad channels.