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10 ways big retailers track repeat customers (and your small biz can, too)

(MARKETING NEWS) Did you know that small business owners can use the same customer identification methods as larger counterparts—and potentially to greater effect?

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outside trafficking service retail foot traffic customers

Earning repeat business

Since their inception, retail outlets have been tracking repeat customers. Some of their methods require large doses of patience on the part of the customer — something you can’t always count on — while others are as simple as entering a 10-digit number and looking for a match. Luckily, your small business can take advantage of these same techniques to ensure customer retention!

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Before delving into the “how”, however, consider a couple of things: the simple methods are often the best — especially in this context — and, similarly, the more effort your customers have to put into signing up for your tracking endeavors, the less likely they are to participate.

How to track your custies

With that in mind, here’s our guide on how to track your repeat customers in the least creepy ways possible!

1. Phone number
Exactly what it sounds like. This is probably the easiest (and most hassle-free) way to track your customers, since both you and the customer can enter it (via your computer or the card scanner, respectively) and pretty much anyone regardless of age has one.

You can also ask for a name along with the number to verify if you deem it necessary—doing so will make it easier to identify new members of a family shopping under the same 10 digits.

2. Email address
A safe alternative for those worried about ending up on a call list. While it takes longer to input and verify, the moral majority of customers will feel safe giving you their secondary email address. The impact on their personal life is minimal, and it’s easy to send a survey their way every once in a while to ensure retention.

Again, you can plug this into your computer or ask a customer to do so if you have one of those fancy touchscreen card readers (and if you don’t, treat yo’self—it’s time to upgrade).

3. Card number
A less-safe alternative for the technologically paranoid. While you can easily corroborate a card number and a customer purchase record, there are two glaring issues: one, your customers may pay cash, thereby negating your process; and two, tightening security restrictions and their accompanying liability risks make this an unattractive option.

Nevertheless, the right software should take care of this for you.

4. Geofencing apps
If your customers are willing to fulfill two bits of criteria — having a smartphone and downloading your app — then using a customized geofencing app is a quick and easy way to target your repeat customers. Keep in mind, though, that downloading an app may be too much effort for some people.

I’d love to tell you I’m joking.

5. Mobile apps
Kind of the same as the geofencing apps, except with a little more autonomy on the part of the customer. Make sure your app has a QR code and have your customers present said app at checkout.

Still not the best way to appeal to a large consumer base, but a store-specific app is a little less intrusive with push notifications than a geofencing app.

6. Loyalty cards
In a lot of ways, having a loyalty card is the best way to make this system work equally for you and the customer: you reap the financial benefits of customer retention, and your customers get special in-store deals and discounts.

Again, though, the initial sign-up process and the act of entering a number (or swiping the card) each time they hit the register might be too much of a hassle for some customers. Make sure your employees are really pushing the loyalty card at checkout, and be prepared to dish out some really sweet deals; if your business isn’t financially equipped to do so, you might want to stick to just taking down a phone number.

7. Voucher codes
Similar to the loyalty card approach. You might consider assigning a tag to each customer with a custom 6-digit number or a bar code, though—doing so will remove the annoying sign-up process, and frequent shoppers will likely memorize their respective codes after a couple of subsequent visits.

8. Wifi tracking
Providing your customers with free Wi-Fi accomplishes two goals: it makes you the coolest store on the block (like, soccer-mom-who-brought-Gushers cool), and it allows you to track your returning customers’ MAC addresses (less to do with Gushers, but equally cool).

If you’ve got the right software, you might even be able to broadcast deals or incentives on the wifi login page.

9. ZIP code
“Postcode” if you aren’t in the United States. Ask customers to give you their ZIP codes, then enter their answers into your work station — it’s as simple as that.

You can stop the buck there if you’re simply trying to gather regional statistics, or you can ask for their name (first and last would be preferable) to match it with their ZIP. Even though there’s an extra step here, asking for a ZIP code is arguably less personal than asking for a card number or the like.

10. Facial recognition
Not exactly the least obvious answer here, and definitely not the least expensive. If you want to go for facial recognition, you’ll need to fork out for the appropriate software and hardware. This approach will probably work better for small businesses with a few high-profile clients than it will for those with a steady daily stream of customers.

Accompanying 1984-themed “Big Brother is Watching” posters will likely be sold separately.

You’ve got options

The way you approach customer identification will depend on a variety of limiting factors — your budget, your desire to protect your customers’ privacy, your company culture — but at least one of these techniques should work for your business, regardless of size or technological limitations.

Best of luck to you in your omnipresent endeavors, everyone.

#TrackCustomers

Jack Lloyd has a BA in Creative Writing from Forest Grove's Pacific University; he spends his writing days using his degree to pursue semicolons, freelance writing and editing, oxford commas, and enough coffee to kill a bear. His infatuation with rain is matched only by his dry sense of humor.

Business News

Why a well-crafted rejection email can save your brand, and your time

(BUSINESS NEWS) Job hunting is exhausting on both sides, and rejection sucks, but crafting a genuine, helpful rejection email can help ease the process for everyone.

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Woman sitting at computer with fingers steepled, awaiting a rejection email or any response from HR at all.

Nobody likes to hear “no” for an answer when applying for jobs. But even fewer people like to be left in the dark, wondering what happened.

On the employer side, taking on a new hire is a time-consuming process. And like a box of chocolates, you never know what you’re going to get when you put out ads for a position. So once you find the right person for the role, it’s tempting to move along without further ado.

Benn Rosales, the CEO and co-founder of American Genius, offers an example of why that is a very bad call.

Imagine a hypothetical candidate for a job opening at Coca Cola – someone who’s particularly interested in the job, because they grew up as a big Coke fan. If they get no response to their application at all, despite being qualified and sending follow-up emails, their personal opinion of the brand is sure to sour.

“Do you know how much effort and dollars advertising and marketing spent to make [them] a fan over all of those years, and this is how it ends?” Rosales explains. This person has come away from their experience thinking “Bleep you, I’ll have tea.”

To avoid this issue, crafting a warm and helpful rejection email is the perfect place to start. If you need inspiration, the hiring consultants at Dover recently compiled a list of 36 top-quality rejection emails, taken from companies that know how to say “no” gracefully: Apple, Facebook, Google, NPR, and more.

Here’s a few takeaways from that list to keep in mind when constructing a rejection email of your own…

Include details about their resume to show they were duly considered. This shows candidates that their time, interests, and experience are all valued, particularly with candidates who came close to making the cut or have a lot of future promise.

Keep their information on file, and let them know this rejection only means “not right now.” That way, next time you need to make a hire, you will have a handy list of people to call who you know have an interest in working for you and relevant skills.

Provide some feedback, such as common reasons why applicants may not succeed in your particular application process.

And be nice! A lack of courtesy can ruin a person’s impression of your brand, whether they are a customer or not. Keep in mind, that impression can be blasted on social media as well. If your rejections are alienating, you’re sabotaging your business.

Any good business owner knows how much the details matter.

Incorporating an empathetic rejection process is an often-overlooked opportunity to humanize your business and build a positive relationship with your community, particularly when impersonal online applications have become the norm.

And if nothing else, this simple courtesy will prevent your inbox from filling up with circle-backs and follow-up emails once you’ve made your decision.

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Business News

Are Gen Z more fickle in their shopping, or do brands just need to keep up?

(BUSINESS NEWS) As the world keep changing, brands and businesses have to change along with it. Some say Gen Z is fickle, but others say it is the nature of change.

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Gen Z woman shopping outside on a laptop.

We all know that if you stop adapting to the world around you, you’re going to be left behind. A recently published article decided to point out that the “fickle” Gen Z generation are liable to leave a poor digitally run site and never return. Now of course we’ve got some statistics here… They did do some kind of due diligence.

This generation, whose life has been online from almost day one, puts high stakes on their experiences online. It is how they interact with the world. It’s keyed into their self-worth and their livelihoods, for some. You want to sell online, get your shit together.

They have little to no tolerance for anything untoward. 80% of Gen Zers reported that they are willing to try new brands since the pandemic. Brand loyalty, based on in-person interaction, is almost a thing of the past. When brands are moved from around the world at the touch of your fingertips there’s nothing to stop you. If a company screws up an order, or doesn’t get back to you? Why should you stick with them? When it comes to these issues, 38% of Gen Zers say they only give a brand 1 second chance to fix things. Three-quarters of the surveyed responded saying that they’ll gladly find another retailer if the store is just out of stock.

This study goes even further though and discusses not just those interactions but also the platforms themselves. If a website isn’t easy to navigate, why should I use it? Why should I spend my time when I can flit to another and get exactly what I need instead of getting frustrated? There isn’t a single company in the world that shouldn’t take their webpage development seriously. It’s the new face of their company and brand. How they show that face is what will determine if they are a Rembrandt or a toddlers noodle art.

The new age of online shopping has been blasted into the atmosphere by the pandemic. Online shopping has boosted far and above expected numbers for obvious reasons. When the majority of your populace is told to stay home. What else are they going to do? Brands that have been around for decades have gone out of business because they didn’t change to an online format either. Keep moving forward.

Now as a side note here, as someone who falls only just outside the Gen Z zone the articles description of fickle is pompous. The stories I’ve heard of baby boomers getting waiters fired, or boycotting stores because of a certain shopkeeper are just as fickle and pointed. Nothing has changed in the people, just how they interact with the world. Trying to single out a single generation based on how the world has changed is a shallow view of the world.

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Business News

Chasing Clubhouse success? How the audio chat room trend affects products

(BUSINESS NEWS) It is inevitable that when a new successful trend comes along, other companies will try to make lightning strike twice. Will the audio chat room catch on?

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Smiling woman seated in dark room illuminated by lamp and phone light, participating in audio chat room.

Businesses are always about the hot new thing. People are the always looking for the easiest dollar with the least amount of effort these days. It tends to lead to products that are shoddy and horribly maintained with the least amount of flexibility in pleasing their customers. However, you also have to look at the customer base for this as well. You follow where the money is because that’s where its being spent. It’s like a merry-go-round, constantly chasing the next thing. And the latest of these is the audio chat room.

During the pandemic the entire world saw an eruption of social audio investments. Silicon Valley has gone crazy with this new endeavor. On the 18th of April this year, Clubhouse said it closed on some new funding, which was valued at $4 billion for a live audio app. This thing is still in beta without a single penny of revenue!

The list of other companies who have pursued new audio suites (either through purchase or creation) include:

  • Facebook
  • Spotify
  • Twitter
  • Discord
  • Apple

This whole new audio fad is still in its infancy. These social media and tech giants are all jumping headlong into it with who knows how much forethought. A number of them have their own issues to deal with, but they’ve put things aside to try and grab these audio chat room coattails that are running by. It’s a mix of feelings about the situation honestly. They are trying to survive and keep their customers.

If a competitor creates this new capability and they stay stagnant then they lose customers. If they do this however without dealing with their current issues then they could also lose people. It’s an interesting catch 22 for people out there. Which group do you fall in? Are you antsy for a new toy or are you waiting for one of these lovely sites to fix a problem? It’s another day in capitalism.

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