An Engaged Approach > Consumer trends have led retailers to count mobile, marketing, and merchandising among their top digital business initiatives. Just think how many brands or businesses you know have added online chat or expedited delivery services. To compete in your market, your business will likely need to connect in more ways with consumers, too. We’ll examine six strategies for choosing your communication channels so you can engage your customers whenever and wherever they prefer to shop.
Channels to Engage Pharmacy Customers
Create an engaging experience for your customers by evaluating your existing channels and new channels of communication.
A list to consider includes:
- Your website
- Your eCommerce site
- Social media
- Review sites
- Voice (telephone)
- Text on mobile devices
- Mobile apps
- Co-op websites (where applicable)
- In-store experience
- Loyalty and gift card programs
Before Tactics, Think Strategy
Before you begin crafting a customer engagement strategy, it’s essential to know your overall business model and marketing strategy—value proposition, market definition, and approach for customer acquisition and retention.
Make Things Easier for Your Pharmacy Customers
When considering expanding into a new communication channel—or changing the way you use it—think first, “How can I use this channel to make things easier for my customers?” Anything you can do to make it easier for customers to find and use information, to put a shopping list together, to locate your store, to share their opinions, to ask questions, or to make purchases will help them be more engaged with your business.
Don’t Just Inform Your Customers — Empower Them
Don’t make the mistake of cranking out large new quantities of information just to be present in a communication channel. Instead, think about what’s relevant— what will help customers accomplish their current objective, at the time and place they choose.
Tap into The Engagement Power of Social Media
Consumers have demonstrated their passion for social media, and it’s essential that your retail business is present and provides frequent updates. Establish a consistent brand presence on social media channels and engage.
Surprise — and Delight — Your Pharmacy Customers
Another way to identify and optimize communication channels is to think of ways to surprise your customers. What can you do to evoke that “wow” response? CT
To learn more, contact Bill Gallucci at BGallucci@epicor.com.