In this scenario, relational marketing tools play a fundamental role in reversing the situation. To generate ties with customers beyond the occasional sale and maintain constant, long-term results. In short, to build customer loyalty.
What are the tools of relational marketing?
Within the tools of relational marketing and its different disciplines, we can find strategies and methodologies for communication, loyalty, promotion management, business intelligence, direct distribution of advertising, etc.
Communication
Communication is one of the main tools of relational marketing. In fact, according to our latest relational marketing study, 54% of consumers would like to stay in touch with the brand or retailer after making a purchase; however, the 1st Relational Marketing Study in Spain carried out in 2019 reflects that 40% of brands do not continue the relationship with the consumer after the sale, thus losing the opportunity to build loyalty.
In order to carry out a good communication strategy with the client, it is not only important that the client feels identified with the brand. We, as a brand, also need to know our audience and their needs in order to build targeted and segmented marketing strategies according to the public. What does our consumer need? What are their tastes? What channels should we use to relate to them? Marketing and market studies, therefore, will be essential to carry out a successful relational marketing strategy.
Loyalty and incentive programs
Another key tool for long-term business relationships are loyalty and incentive programs, which are becoming increasingly important.
The first Study of Relationship Marketing in Spain highlights data such as that 60% of consumers highly valued the advantages of clubs and brand loyalty programs and that almost 80% appreciated benefits such as discounts or exclusive advantages on their purchases. According to the Study, only 1 in 10 respondents said they were not aware of the advantages of this type of program.
Today, consumers still crave promotions gambling data indonesia phone number and 1 in 4 consumers want to be able to try products, interact with them or receive a gift, as revealed by the III Study of 2021. In the physical store, for the strategy to be effective, there must be collaboration between brands and points of sale. In the case of e-commerce, the experience with the product can be brought closer to home through strategies such as sampling .
One of the most important issues for these processes and perhaps one of the most closely related to current events is the one that has to do with the transfer of personal data to companies by consumers. Are we willing to offer our personal data in exchange for obtaining advantages such as those offered by loyalty clubs?
According to the 2019 Study, only a third of respondents directly indicate that they do not like receiving communications or promotions if they have to give up their data to do so. The rest are divided between those who are willing to give up their data in exchange for benefits (33%), those who are willing to give up their data to participate in promotions and receive discounts (16.5%) and those who enjoy receiving communications tailored to their personal tastes (14.6%).
However, although many companies are already willing to carry out promotions and discounts, there is also a lack of effective strategy in this area. 56% of respondents in the latest study stated that the brand never got in touch with the consumer after the promotion, thus losing the relationship, both in the physical and digital channels.
After-sales customer service
After-sales customer service is another essential relational marketing tool, even more so now with the rise of e-commerce.
E-commerce has risen to the occasion during lockdown in terms of order delivery and has been the solution to continue making purchases despite the restrictions.
However, there is still work to be done in the areas of customer service - a reason for improvement for 29% of respondents - and the returns policy - where ecommerce logistics and customer service converge -, according to the III Study.
What communication channels should we use as a relational marketing tool?
As we have mentioned before, communication is key to establishing long-lasting and effective relationships with customers. However, choosing the wrong communication channel or not following a correct marketing strategy can be perceived as intrusive and end up being counterproductive.
