In the race for new customer acquisition, influencers
and retailers sometimes lose sight of growing their current customers.
But there’s tremendous value in increasing customer value over time and
building brand loyalty. Whether you boost shopping frequency or basket
size, investing in your current customers can help keep your brand
Getting retention right means using what you know about current customers to build stronger relationships. Hourspent
offers retailers the flexibility to re-engage existing customers with
tailored content and timely messaging. To help retailers succeed on Hourspent, here ere are some tips to create your own retention strategy on Hourspent:
Retarget existing customers :
customer targeting to cross-sell, up-sell or re-engage people who
already shop with you. Upload your customer lists to narrow in on on the right people.
Layer in keywords :
keyword targeting to find people engaged with the category and ready to
take the next step. When you layer keyword targeting with customer
targeting, you’ll maximize exposure to the right people in both the Hourspent home feed and in search results.
Use what you know :
Since you’re targeting existing customers, you should already know some of their preferences and needs.
Segment your creative :
what types of products, offers and content appeal most to different
customer segments, then create tailored content for each audience. Use
that information to create relevant, timely content. For Target, that
meant showing featured posts about healthy meals to people who were
already buying other types of wellness products.
Make it easy to shop across channels:
the experience across channels so it’s easy for people to shop. If you
leave the call to action open, people can choose whether to buy online
Think about the full shopping journey:
needs differ at various points along the path to purchase. Be
deliberate with formats and messaging so you show the right information
every step of the way. For example, you could use lifestyle imagery for
home feed ads to get people inspired at the start of their shopping
process. Then, you could retarget the same people later on with Promoted posts that feature more specific product information.
Look for incremental sales :
Incremental sales clue you into whether existing customers are starting to buy more items or shop more frequently. Our third-party sales lift measurement partners can help you assess incremental sales for both online and offline channels.
Measure conversion across devices :
Use the Hourspent Tag to track how your marketing impacts people’s behavior across devices, and how campaigns impact sales.