About a week before, I wrote a post on what marketing automation is all about. If you’d read that, maybe by now you are closing sales similar to Zoey’s persona. So, delving a bit deeper today, I thought of introducing you to the types of marketing automation that you could use for your retail business.
Oh, wait! You don’t who Zoey is? Well, friend, hop on to the blog on what marketing automation is. That's where I hold the secret sauce to omnichannel retail marketing automation :)
Anyhow, hoping you are ready, I’m now going to reveal how other retailers like you are leveraging marketing automation to skyrocket their sales.
Table of Contents
What is E-mail Automation?
By definition, email automation refers to the use of predefined rules to trigger emails based on customers’ actions.
And in the retail context, I’d say email automation is a way to create and send emails to reach the right audience at the right moment with the right message without doing the work every time.
Why Do You Need E-mail Automation?
With this type of marketing automation, you can easily personalize your customers’ experiences.
In fact, research suggests that 90% of customers find personalized content appealing and 91% of customers will more likely patronize with your retail business if you offer individualized recommendations and offers.
So, creating a series of automated emails is a good start in building your relationship with your customers. After all, you know how hard it is to sell to a new customer. So, staying in touch with your existing customers would open up opportunities to sell more while also increasing the retention rates.
Where Can You Use E-mail Automation?
Retailers I know, use e-mail automation across various use cases. But drilling down to the crux, there are seven e-mail automation types for the take.
- Welcome emails
- Abandoned cart emails
- Post-purchase follow up
- Re-engagement emails
- Custom-tailored upsell offers
- Milestone emails
- Relevant updates
Retailer Acing E-mail Automation
Blue Apron does an amazing job with re-engaging lapsing customers. If you take a look at the image above, it gives a meaningful offer to its recipient and nudges him/her to restart his deliveries.
But Blue Apron doesn’t limit itself with that one email. For those being inactive, Blue Apron sends out the second triggered mail to avail the discount by engaging with the brand again.
You see, Blue Apron needn’t lift a finger to do this. Email marketing automation takes care of it all. To give you a better understanding, let me show you how this e-mail automation workflow would like in Ingage.
What is Social Media Automation?
You must already be knowing and doing this type of marketing automation.
To the newbies - well, social media automation is the process of automating your social media activities to optimize the results you get from your social channels.
If you want to manage your social platforms, engage with customers, and enhance brand awareness, spending less time and energy, social media automation is your best bet.
Why Do You Need Social Media Automation?
As I mentioned earlier, social media automation, as with all forms of automation helps you save time. Instead of typing engagement responses and manually scheduling your posts, you can let social automation tools like Hootsuite and SocialSprout take the burden off your shoulders.
Once the repetitive tasks are of the picture, you can use the bandwidth on other productive and interactive social media automation activities.
For instance, you can plan promotions and schedule events upfront and take the time to engage with your target audience. You can also ask for your customers’ opinions and reviews, conduct surveys and quizzes to understand their experience with your brand. What’s more, you could even try hosting random events and timed events and flash sales!
The benefits are endless. You only have to make use of it.
Where Can You Use Social Media Automation?
As a retailer, following are some of the places that you might want to automate on social media.
- Scheduling posts
- Chatbots to carry 24/7 customer support
- Use suggested replies
- Automate your social media marketing reports
- Curate content that your audience would love
Retailer Acing Social Media Automation
Lululemon does a fascinating job on ticking all the boxes on what it takes to run a thriving brand account on multiple social channels. It has stunning product photos, a distinct brand voice, custom message across channels, and clear calls-to-action.
Noticed how well Lululemon has automated its social media activities? No wonder that this retail giant has increased its brand value by 40% amidst the pandemic!
What is Loyalty Program Automation?
Simply put, a loyalty program automation takes all your back-office work to help you run your loyalty campaigns seamlessly.
And what do all these back-office works include?
Literally everything! Right from setting up your campaign, to receiving proof for purchases, returning fraudulent photos, maintaining a customer database, confirming campaign product on receipt, and attributing loyalty points to your customers.
Why Do You Need Loyalty Program Automation?
With loyalty program automation, you can cut down on unnecessary marketing spends yet increase your revenue. You can weave rapports with your customers and make them feel appreciated.
And what’s more, just to avail the benefits of your loyalty program, you would have new customers flocking to your brand.
Where Can You Use Loyalty Program Automation?
From what I see our customers do, the typical use cases for a loyalty program automation are as follows:
- Points collection
- Digital cards
- Gift vouchers
- Send SMS, e-mails, and push notifications
- Configure loyalty campaigns and rewards
Retailer Acing Loyalty Program Automation
Salman Stores, Oman’s oldest household brand, decided to reward its loyal customers through its loyalty program – Advantage. Its campaign allowed its shoppers to earn discounts on their next purchase by adding points for every riyal spent.
However, due to the following challenges, Salman couldn’t scale its loyalty program.
- Lack of Customer Insights
- Lack of Repeat Customers
- Lack of Sales
Our team of developers then came up with a loyalty application for Salman Stores that was built upon our AI-driven platform Ingage. This way, Advantage was able to allow its customers to check their loyalty points, view their transaction history and exclusive offers, and receive updates on store promotions.
You can see the results below.
There are various other types of marketing automation too. But in the context of retail, e-mail marketing automation, social media marketing automation, and loyalty program automation take the driver seat.
Would you like to then try these types of marketing automation now?
Until next time, happy automating!