7 Tools for Re-activating Dormant Customers | Street Fight

Features

7 Tools for Re-activating Dormant Customers

1 Comment 15 April 2014 by

shopping-cartThe cost of acquiring a new customer is five times higher than the cost to keep an existing one, which is one of the reasons why businesses of all sizes are beefing up their loyalty programs and using social media to keep fans engaged. But what about customers who’ve fallen off the bandwagon — those whose accounts have gone dormant after not coming in for a period of weeks or months?

Hyperlocal vendors are doing their part to help merchants reactivate those dormant shoppers, with tools designed to pinpoint customers who haven’t been in and then re-engage those customers with targeted messages and promotions. Here are seven examples of hyperlocal vendors that offer tools for reactivating lapsed customers.

1. FiveStars: Automate customer retention tasks.
For merchants who don’t have the time to manually reach out to every dormant guest, FiveStars has created “AutoPilot” features that combine customer loyalty and behaviors into email and text marketing promotions. Once a customer has signed up for a merchant’s rewards program through the POS, FiveStars begins automatically sending messages and rewards on behalf of businesses who’ve signed up for AutoPilot features. These messages are sent out at specific times based on the merchant’s ultimate goals. (For example, merchants can create lapsed customer campaigns or at-risk campaigns.) The results of these campaigns are sent directly to the merchant’s inbox.

2. TabbedOut: Connect with lapsed customer through a POS.
Designed for merchants in the hospitality industry, TabbedOut is a mobile POS solution that captures guest history information and distributes it to businesses without requiring any additional hardware or add-ons. Merchants can segment their customer bases to find lapsed customers, and then target those lapsed customers based on how frequently they visited in the past or how long it has been since they came in. Any offers that a merchant sends out are redeemed and calculated from within TabbedOut’s platform, which gives businesses a complete view of how their marketing strategies are working.

3. MyAds: Re-engage customers outside the retargeting window.
MyAds is a “lifecycle display ad solution” for retailers, developed by MyBuys. The vendor offers features for customer acquisition, retargeting, and reactivation. Recent website visitors who’ve abandoned a website are shown optimized personalized display ads to bring them back to the site (where they’ll hopefully complete their transactions). Meanwhile, “dormant shoppers” are shown personalized adds intended to turn them back into loyal customers. Businesses can use MyAds in conjunction with MyMail, another product from MyBuys, to send triggered email alerts, as well.

4. Swipely: Launch targeted campaigns to reach dormant customers.
Merchants who are interested in customer analytics but unwilling to abandon their existing POS systems can utilize Swipely to collect identifiable transaction data for customers. Within the dashboard, businesses can see the date of each customer’s last visit, and they can drill down to find spending histories and preferences. Using this information, a spa could create a list of any customers who haven’t been in for 90 days. This list could be segmented to only include those customers who’ve had facials, for example, and the owner could send these dormant customers a coupon for 20%-off facials to get them back through the door.

5. Front Flip: Use gifts and discounts to re-engage former customers.
Rather than tracking lapsed customers through the POS, Front Flip takes a different approach and utilizes an online loyalty program. Once they’ve used Front Flip to build their customer databases, merchants can monitor customer visits and reward redemptions. Businesses are able win back guests they haven’t seen for 30, 60, or 90 days by sending personalized mobile offers. These offers can be integrated into existing social, email, and print campaigns. Businesses can also send promotions to customers on their birthdays, which helps promote awareness among dormant guests.

6. LevelUp: Engage any customers who haven’t been in for one month.
LevelUp is a mobile payment network that provides participating businesses with troves of customer data. Through the Insights tab on the LevelUp dashboard, merchants can see the names of their customers and the number of times they’ve visited. They can also see the date of each customer’s last visit, and the average number of days between visits. Using this information, businesses can engage customers who’ve visited specific store locations in the past, but haven’t been back for a pre-determined number of days. Customer retention campaigns may then be implemented to incentivize repeat visits.

7. Windsor Circle: Automate the retention marketing process.
Windsor Circle is a retention automation platform that provides merchants with a way to recover and retain their most valuable customers. Built primarily for ecommerce businesses, Windsor Circle sends well-timed email messages to customers who’ve abandoned their carts. The company says that roughly 2% of customers who receive these messages will end up following through on their purchases. Merchants are also able to create multiple recover email templates, depending on their store configurations, with messages that are optimized for mobile viewing.

Stephanie Miles is a senior editor at Street Fight.

  • andrew boon

    Interesting article. Retailers should adopt new technology and integrate mobile into their marketing efforts like this will help retailers connect with customers and omnichannel strategies allow retailers to engage fully with the consumer through all channels thus enhancing the consumer experience while creating brand awareness and improving consumer loyalty. I work for McGladrey and thought this conversation aligns
    well with a white paper that was created on this subject, if your readers are interested in it.
    http://mcgladrey.com/content/mcgladrey/en_US/what-we-do/industries/consumer-products/the-one-constant-in-retail-is-change.html

Nov. 4th in NYC: Local in the City!
Click here to register.

Newsletter

Get hyperlocal industry headlines in your inbox every morning. Subscribe to the Street Fight Daily newsletter.

Free White Paper: Contextualization

Learn how to deliver better, revenue-driving consumer experiences. Download "Contextualization: Leveraging Location-Based Technology and Mobile to Drive Success for Brands."

Sponsored by Artisan Mobile.

Follow Us

Get the latest Street Fight news, information and analysis via Twitter and Facebook.

The Commerce Graph

The “Commerce Graph” is a new framework we have developed to think about the future of physical exchange. The model offers an alternative to the dominant narrative about the commerce landscape that frames digital networks as an adversary of physical exchange.

The $20 Billion Mobile Marketing Opportunity

Strategies and insights into the landscape of targeting options and how they deliver foot traffic and sales for SMBs.
Check out our 2013 report and get your copy today!

When the ‘Pop-Up’ Store Sticks Around

Retailers have started to rethink their sprawling storefronts. Instead, companies are turning to smaller, more specialized locations that that can adapt to declining store revenues while addressing some new opportunities in selling to a connected consumer.

Twitter

© 2014 Street Fight.

Powered by WordPress. Hosting by Page.ly