Collecting your customer details to keep in touch should be in your marketing plans. It could be argued that working to ensure your existing customers don’t go elsewhere is just as important as winning new customers.
If you collect customer details using your EPOS system or any other method, we recommend that your priority should be taking an email address as a contact method. Most customers will prefer to give their email address than a physical address or phone number, but if you do have the option to collect those as well, you might want to consider mobile marketing.
Mobile marketing is a hugely effective tool for your shop, as it provides an opportunity to engage with your customers and increase sales as you can constantly keep your customers updated on any offers or promotions.
Many of your customers might not have email but will have a mobile phone that is capable of receiving simple text (SMS) messages. It’s also easier to measure your success with SMS marketing using text like ‘Show us this message in store to receive a 10% discount’, which would be harder to achieve with email as this might involve the need to print something out, for those users without smartphones.
The British Independent Retailers Association (BIRA) have teamed up with Textlocal to offer a mobile marketing service to their members. Take a look at http://bira.co.uk/services/mobile-marketing/ to find out more and start a free trial.
If you aren’t a member of BIRA we do recommend their membership to all independent retailers as there are many benefits included in the membership fee. Your fee is linked to your annual turnover and starts from £199 per year. Learn more and sign up at http://bira.co.uk/join/.
It’s important to make sure you have your customers’ permissions to start sending text messages, so any forms or requests for this information must explain your intent and give the option to opt-out.