For example, if a client has moved from a mailing list to a product page (clicked on a link in a letter), we launch targeted advertising on them. The purpose of targeted advertising is to remind them of the benefits of our product. We also send them more detailed information about the product they are interested in via messengers and e-mail, and offer to receive a free consultation by filling out a short form. As soon as the client fills out the form, we create an auto-call that automatically connects alaos email list free manager with the client. As a result, the client receives good service, and the sales department employees receive a warmed-up client with a formed need.
Cross-selling to get repeat customers
One of the main tasks of marketing is to make a new client a regular one. To do this, it is important to build logical connections between the company's products.
It would be appropriate here to tell about a purchase I made the other day. I needed to buy classic shoes for a suit. A major event was the next day, and there was no time to order online. I went to the mall and went into a well-known multi-brand shoe store. The female consultant immediately took me “in charge”. Scanning the barcodes on the price tags, she promptly reported the available sizes for the shoe models I liked. Try-on requests were instantly sent via a mobile app to the store’s warehouse, and another girl brought out the necessary models and sizes.
When I decided on a purchase, the consultant asked me if I had a card for their store. When she found out that I didn't, she said that new customers who registered in the app could get a 25% discount, but only on their first purchase. "Perhaps you're also interested in demi-season or winter shoes?" she asked. Figuring that the discount was really big, and I really needed demi-season boots, I chose them too (by the way, they were more expensive than the classic ones).
When I got to the checkout, they professionally explained to me that the smooth leather of classic boots requires care, for which we added cream, a sponge and a moisture-repellent spray to the basket. And for blue suede demi-season boots, a brush with natural bristles and paint are simply necessary to keep the shoes in their original form. And since I drive a car all winter, I can easily turn light and comfortable demi-season shoes into winter ones, simply by buying special insoles.
Then I was offered an additional discount for paying via the fast payment system. I declined. After paying with a card, I was offered to participate in a lottery, and I spun the wheel in the mobile app. I won 300 rubles, which were immediately credited to my account in the mobile app and now I am participating in the drawing of a white BMW 3 series
Let's sum up this case. I spent almost 3 times more than the cost of the boots and left the store feeling that I saved both money and time on buying demi-season shoes. And I most likely would not have bought care products, which would have led to the fact that I would have had to buy new shoes earlier. The store kept all my contact information, shoe size, the type of shoes I wear, I have a mobile app installed on my phone and they can interact with me via push notifications. Next time I will go to them, because I liked everything and have unspent money in the account.
Thus, having built connections between the company's products, we know how to lead the client, offering him more and more new accessories, goods and services, warming him up with personal offers and promotions. Ideally, make a sale immediately, if the sale is online, then offer related accessories and services at the stage of the basket and checkout. But you can also sell later, sending the client useful content related to its purchase, motivating to upgrade it, properly care for it, offering logically related products. And this process can be automated and managed, for example, using Bitrix24.
An automated system will eliminate the human factor: with a large flow of customers, even the most attentive manager can forget to offer related products and services. A customized mailing with useful information and targeted advertising will not only prepare the customer for a new purchase, but also increase brand loyalty due to its relevance and usefulness.
