Clare Rayner
The Retail Champion
How to develop an upward cycle of
Customer Engagement
Best Western Conference
3rd February 2014
AGENDA
Introduction
4-part customer engagement cycle
Introduction: A bit about me
Family of entrepreneurs for 150 years:
Retail, Hotels, wholesaling & manufacturing
Started my own business in 2003 after 10
year long corporate career
Founded The Retail Champion 2010
“Retail and Consumer Expert” contributor
for various TV, Radio and trade press
Author of 2 books “The Retail Champion:
10-steps to Retail Success”, “How to sell to
Retail”
AGENDA
Introduction
4-part customer engagement cycle
What I promised from this talk
Customer Engagement is step 7 of the 10-steps to retail success
methodology.
In this session I will share my 4-part customer engagement process
– Attraction, Conversion, Retention and Advocacy – which when
effectively used will create a positive upward cycle. We will cover :
How to develop an upward cycle of Customer Engagement :
1.
How positioning, PR & Marketing are fundamental to attraction.
2.
Why having the right offering, pricing, promotions, locations
and brand experience enables customer conversion.
3.
Approaches to retention that increase frequency of stay, overall
spend and brand loyalty .
4.
How to develop and encourage customer advocacy.
Step 7: Customer Engagement
Attract
Refer
GROW
Retain
Convert
Customer Attraction
Know the ideal customer’s needs:
offer, price, promotions, locations
– Culmination of steps 2,3,4,5,6...
PR & Marketing are also critical
– Be where your ideal customers are –
before they’re your customers!
• Cover all bases - Online & Offline
Use the positive referrals from loyal
advocates to attract new customers
Customer Conversion
The brand’s advertising, marketing
materials, website, images, pricing,
promotions and locations facilitate the
customer decision
Good copy / web content and competent
well trained staff handling enquiries can
further encourage the customer’s decision
Conversion should be simple IF you’ve got
the ingredients right
DO NOT over sell... Leads to
disappointment later!
Customer Retention
Treat every new customer as though they
are potentially your most profitable
Frequency of stay and spend can be
increased by re-marketing
– Your loyalty rewards, across the brand
Key to retention is keeping promises,
consistent service experience
– Every member of the group has a
responsibility to others, and to the brand
– Links to Step 2: Positioning...
My Positioning Mantra…
“Your positioning is the outward representation
of your brand to anyone who notices it.
Through your positioning your brand makes
promises, implied or explicit, to your
customers. These promised lead to
expectations.
If you then fail to live up to those expectations
you will have created a customer service failure.”
Customer Advocacy
Happens only when customers trust
your brand enough to recommend it
You can encourage this but can’t force
it
– Recommend a friend schemes
– VIP customer events
– Your loyalty programme
Can happen through word of mouth as
well as online – reviews, social media
Customer advocates contribute to
attraction...
Summing up...
The 4-step upward cycle
– Attraction: Knowing your ideal
customer, making sure the brand
delivers the right offer
– Conversion: Brand awareness,
findability, access to quality
information, competent staff
– Retention: Keeping your promises,
being consistent in service delivery
– Advocacy: Your customer trusts you
and recommends you
Action! Customer Engagement
After this session I hope you will spend some time considering what
more you could be doing to...
– Attract new customers?
– Convert more customers?
– Retain more customers?
– Create passionate and loyal advocates?
Thank you for listening
Clare Rayner
The Retail Champion
www.retailchampion.co.uk
RetailChampion.wordpress.com
Twitter: @RetailChampion & @ClareRayner
Facebook: /TheRetailChampion & /RetailExpert