Few things in life are more satisfying than sharing something new with an old friend. But as much as we all enjoy getting new things – and giving them to those we love – we also find it difficult to let go of certain things that we already have.
Sometimes we get stuck with little things that seem like they’ll come in handy some day (though often they just take up space in the trash drawer). But we also hold on to possessions whose value is real does Grow with age: old family photos, childhood keepsakes, and worn sweaters that fit just right.
Our relationships with brands follow a similar pattern. We love to discover new products – but only if they match those we already love.
I doubt if any of us would give up all of our favorite clothes, furniture, and electronics in exchange for brand new ones – nor would we dare to try new restaurants and clothing stores if that meant we’d have to stop supporting the tried and tested company who always treated us well.
We want the best of both worlds – a lifestyle in which old products and new brands can coexist and complement each other.
This means the following for your approach to product marketing and the way you plan trips for your customers.
You will meet each of your customers in the middle of their own pre-existing trips.
Some marketers refer to “The Customer Journey” as if it were a process that starts in the first stage of their sales funnel and ends the moment they convert. The truth, however, is that every customer has been on their own unique retail journey from their first purchase – and for brands they trust, that journey will continue for decades into the future.
What’s more, even a customer trip with Your The brand is influenced by many other products and services – not just those of your direct competitors, but a whole universe of lifestyle elements that influence their decisions.
For example, a buyer who buys every component of an outfit except The sweater – pants, shoes, jacket, and hat – can confuse your algorithm if it expresses complete disinterest in all of the matching sweaters you suggest. What your software may not know, however, is that it is specifically looking for items to match a beloved old sweater it found in her mother’s closet.
Even if you don’t have direct access to data about your customers’ old sweaters, an intelligent machine learning system should be able to derive these insights from each buyer’s buying patterns so you can meet them exactly where they refer to their unique ones Travel is through life.
Customers who prefer the “old” in some areas may want the “new” in others.
In the early days of online marketing, many of us found it helpful to group our customers into personas and refer to them as “early adopters” or “laggards”. Aside from the fact that I don’t know anyone who would like to be labeled a “latecomer,” these categories purposely ignore much of the nuances and complexities of the actual buying patterns observed.
For example, a customer who loves her comfy old boots may never be in the new hiking boot market, no matter how many other hiking products she purchases. However, the same customer can collect limited edition sneakers too – and she may always come first to buy the newest pair long after your algorithm insists she certainly must suffer from product fatigue.
When you try to force complex people into overly simplistic boxes, you’re not only leaving a tremendous amount of revenue on the table, but you’re also throwing away opportunities to build deeper trust with your customers.
Approach every extraordinary purchase to surprise your customers with magical recommendations. You will strengthen their loyalty to your brand while maintaining healthier relationships that will far outlast your current campaign.
Customers who want the “old” today may be ready for the “new” next month.
Every now and then, we all wake up one morning and decide that we’re tired of looking at the same old haircut in the mirror. For some of us this happens almost every year – while others only change hairstyles a few times in their entire lives. But until the moment we make that decision for ourselves, not even the most charismatic hairdresser in the world could convince us to do an undesirable trim.
Our research shows that the same principle applies to decisions about many types of purchases, from shoes and jackets to phones and computers: customers shop when she I feel the moment is right – and not a second earlier.
Rather than just repeating the same offerings, the latest campaign optimization software was designed to look for lifestyle changes that might signal a willingness to try something new. When that critical moment arrives, the software generates a personalized email that supports the customer’s uniquely evolving tastes.
From the moment our software “meets” a new subscriber, we strive to fit the existing rhythm of the journey they are already on – and greet them with new recommendations that complement the existing products you love. Time and time again, we’ve found that this approach builds meaningful connections that keep customers coming back.
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