GoGoGuest

Cross-Channel Marketing Personalization

We believe that there is an opportunity for a brand or business in every customer interaction. It does not matter where or when – in-store, online or through an experiential event. Hospitality, restaurants, coffee shops, retail and brick and mortar first brands have an opportunity to tap into the power of marketing personalization.

Cross-channel marketing personalization is a series of targeted content and messages shared by a brand or business with a customer, at every relevant opportunity. These messages are timely based on the most recent engagement and interaction. See how it’s done.

6 Tools For Cross-Channel Marketing Personalization

Today's consumers expect a level of personalization. They like receiving information on menu items that they love and frequently order. They like to know about events that cater to their interests like sake tastings, wine tastings and coffee cuppings.Consumers rally behind brands that share the same interests as they do. 

It obviously starts with your product and an excellent customer experience across your channels – in-store and online. What do you do after that first visit? How do you reward guests who visit multiple locations frequently? That customer also bought a coffee subscription online. 

In today’s technology driven world, there are so many ways your audience discover, interact and engage with your brand – in-store and online. Focusing on one channel is no longer a viable path to growth.

1. It all starts with actionable data and deep analytics

Easy access to good data at the right time is a key foundation for cross-channel personalization. The combination of data, deep analytics and insights drives how deep your marketing and customer teams can drive targeted responses and personalization.

Imagine having easy access to data at every point-of-purchase in-store (POS) or online (eCommerce check-out )? Then using deep analytics and insights to drive the next best action for engagement with that customer. 

Data removes all the guess work from understanding what your customers want and do not want from your brand. It can influence how menus are designed and product combinations are positioned. Everything can be measured. Your data won’t lie.

Where you spend your time, energy and resources become transparent with timely and relevant data. You gain control of your brand’s destiny and growth trajectory.

"GoGoGuest easily captures data from our in-store guest WiFi, Toast POS and eCommerce channel. It's been an amazing journey!

DJ Smith, CMO
Just Love Coffee Cafe
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2. The power of smart segmentations

Now that you have all that data from your guest WiFi, point of purchase channels in-store and online, what is next?

After sifting, organizing and understanding millions of data from across your channels, GoGoGuest recommends powerful customer groups or smart segmentations. Segmentations are groups of customers who have similar attributes. As an example: location, point of purchase (which channel), combination of products ordered, frequency of visit, average spend each visit and their total lifetime value. 

Brands are not limited to these attributes — you can go deeper!

When customer segments are created and organized, then marketers can design  personalized journeys for a spectrum of attributes or behaviors. We’ll talk about customer journeys next!

Thoughts?

Connect with our solution focused sales team.

3. Designing customer journeys

Customer journeys is also often referred to as a marketing automations. We prefer to refer to this process of designing messaging workflows as customer journeys to highlight the milestones in the lifecycle management. GoGoGuest visual customer journey tools makes it super easy for marketing and customer teams to create cross-channel personalization content.

A Welcome Series is one of the most common customer journey. In the online world, when you sign-up to request for information, your expectation is that your request will be acknowledged by the company either by email or SMS. The same principle applies in the offline world. Here are a few examples of cross-channel messages that you can personalized with the right data.

  • Personalize engagement at the point-of-purchase in-store. That is right, when John Doe purchases a brisket lasagna, we can now send him his heating instructions on email! 
  • Personalize engagement in any online channel. Send John Doe a special reward since he ordered lunch 3x at your Downtown Nashville location in the past 7 days.
  • Introduce a new nacho recipe. A message for customers who absolutely love nachos!
  • Drive gift card sales. Sell gift cards online at a discount on special occasions to your out-of-town guests. They likely know someone local who would love to receive a gift card from their favorite restaurant, coffee shop, wine bar or craft brewery!  
  • Automate win-backs by time and product combinations. If you have not seen engagement and any point-of-purchase activity after 15-days, 30-days or more. Send a little love with access to a secret menu or a new item that you know they’ll love.
Customer journeys can be used for cross-channel personalization, as long as you have access to the right data and the power deep analytics. Without the right data, at the right moment, creating targeted cross-channel personalization is absolutely impossible. 

 

Customer journeys triggered by key customer attributes and their latest behavior from in-store and online touchpoints

4. How to use data for cross-channel personalization

To design and implement a cross-channel personalization strategy, you need data fro the customer facing systems that you use to run your business.  Data is a cornerstone foundation of brands and businesses that gain cult status, like Sweet Green and Starbucks.

Most brick-and-mortar first brands have previously ignored the power of data and digital tools to grow their audience and customer groups. Relying heavily on foot traffic and the hopes that likes from social media channels like Instagram and Facebook will convert into sales at the point-of-purchase. This attitude is changing.

Brands and businesses impacted by the pandemic are turning to online and digital tools to create awareness and connect with their audience. There is a big need to grow their customer lists and to own the conversation in their own terms. 

Here are easy to follow steps to consider:

  • Real-time access to your point of purchase (POS, online ordering, apps or eCommerce) data is key. Why? Data will be the foundation of your customer journeys and cross-channel personalization.
  • A seamless approach to organizing and understanding your data. Why? To easily identify customer groups, common behaviors and outliers that could turn into new opportunities.
  • A delivery channel to reach and engage the customers you’ve identified for your brand and business. Why? Every customer group in your audience will have unique needs and preferences. Sending generic content that is not personal nor amplifies their preference or interest is going to go unnoticed, ignored or marked for deletion in their inbox or messaging apps. 
With GoGoGuest, brands and businesses gain all the necessary tools to launch a cross-channel customer engagement program. 

5. Email marketing or SMS marketing?

At GoGoGuest, email marketing and SMS marketing are both powerful customer engagement tools that serve different purposes.

Email marketing can be super effective to driving engagement and sales. Brands and businesses have an opportunity to dazzle customers with emojis, gifs and videos through email. At GoGoGuest, we compile our favorite email campaigns from brands we love (even when they are not on our platform). We’ve also helped run different tests for our customers to show how well campaigns that are data-driven perform vs. ones that are not backed by data.

Email  marketing is not going to go anywhere. It can drive engagement by 74% more and sales by 6x more when used with a high-performing subscriber list and personalized content.

SMS marketing on the other hand offers an opportunity for brands and businesses to reach a more localized and immediate audience (unless you’re a national or international eCommerce brand). 

For restaurants, coffeeshops, craft breweries bakeries, specialty delis, grocery stores and more using SMS successfully requires a double opt-in and personalization.  SMS marketing is helpful for driving last minute sales, a special or more interesting offer that are unique and local. 

For more advanced SMS marketing programs, personalizing your offer and outreach based on interest is a wildly popular approach that consumers love. For example, if you’re introducing a nacho special, then send your first campaign to local customers who love nachos! 

6. Test, measure and repeat

As your audience and customer grows, so does a company’s need to invest in cross-channel communications that is best suited for each customer group. The pandemic has made email marketing the favored channel of businesses and brands. Average open rates reached 18% per campaign. While personalized and highly targeted campaigns gain over 35%. 

Meanwhile SMS marketing is gaining popularity among consumers. 75% of consumers want to receive special offers via SMS messages according to Small Biz Daily.

Next Steps

Don’t take our word for it. We encourage you to dive in and dig deeper. Have you read The Customer Engagement Playbook? Produced by the GoGoGuest team, it offers actionable next steps and best practices on how to implement brilliant customer experiences across multiple touch points – real or digital.

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