Understanding your customer is absolutely key to driving growth in digital.
Here’s how a lot of my conversations start……
RETAILER: “Kelly, can you help us drive more traffic and sales?”
ME: “Of course who is your customer?”
RETAILER: “Everyone from 18 – 65……..
ME: ️️️ Sigh….. 🫠 🥲
Let me show you the math….
$100 spend on Facebook Ads per day
Targeting 18 – 65, all genders (21 million people)
Average clicks to site = 500
Average conversion rate at 0.5% = 2.5 sales per day
Average Basket Size = $60
Average return on ad spend (ROAS) = $150
For every $1 you spend you are getting a $1.50 return (take out all your costs, product costs, staff, and digital it means you are probably not breaking even!). Knowing your customer will reduce the cost of acquisition. Drive more customers both into store and online, who are more likely to buy!
Voice of the customer ️
Often we try to sell to customers what we have, instead of understanding what they want. We use our language, instead of their language. Talking to your customer in their voice creates greater connection and engagement and increases sales. To find their voice, look at your reviews. Listen to what people ask for in-store. Use their language on your website and across your social channels.
🗣️ "If you had some magic power and were able to discover exactly what customers are craving, and if you also knew how to produce their dream product at a low price, then you would be guaranteed to get rich! Therefore, capturing the exact Voice of the Customer is like striking gold."
~Kai Yang, Author of Voice of the Customer: Capture and Analysis
BIO
Kelly Slessor, is an Ecommerce Coach and a digital marketing expert. Passionate about retail, hospitality and retail service providers. As the founder and CEO of Shop You, an AI powered personalised virtual shopping mall she has spent 20 years building retail technology that responds to customer needs, drives conversions and increases revenue. Over the past year she has worked with over 1000 retailers and hospitality providers. If you want discover more about digital growth and optimisation, work with me.
