Implementing a customer-centric marketing strategy

For your customers, the one thing that matters more than anything else is their experience. Understanding what your target audience needs and desires is crucial when planning your marketing strategy. For these reasons, businesses and organisations are increasingly switching to customer-centric marketing strategies.

Customer-centric marketing focuses on customer experience as well as the needs of its target audience. The method puts customers at the heart of your business or organisation. It works to build trust and legitimacy with your target audience.

What is a customer-centric marketing strategy?

The term “customer-centric” may sound like a fancy term for what is essentially basic advertising. The difference is a move in focus, from what is best for the company to what is best for your customers. As a result, successful customer-centric marketing requires a deeper understanding of your customer’s needs.

Customer-centric marketing doesn’t focus on the products or services you’re offering, nor profits or your revenue model. To be truly customer-centric your marketing must focus on what your customer needs. How would they want to interact with your business?

For example, if you’re offering a service for elderly people but are online-only, your target audience may have trouble accessing information. While offering a service online may be cheaper, you may have more luck setting up a direct phone line or opening brick and mortar sites for your customers to visit.

Another example is a clothing retailer. Although e-commerce has been steadily increasing in popularity in recent years, brick and mortar stores offer the opportunity to see and try on items, something certain demographics prefer. It all comes down to who your target audience is and what they need. The important part of customer-centric marketing is to see things from your customer’s perspective.

Building long-term relationships and trust with your customers is also crucial. Many businesses focus on generating leads without putting much thought into a long-term strategy beyond getting their customers through the doors. Avoiding these short-term wins and focusing on long-term value will build brand awareness. This can result in a deeper, more loyal relationship with your customers.

How do I implement a customer-centric strategy?

Implementing a customer-centric strategy doesn’t happen overnight – and it certainly won’t happen without a lot of hard work. Customer-centric marketing puts your customers at the centre of your organisation. It uses a blend of basic common sense and intuition as well as data about your target audience and their behaviour. Although it can be tricky, customer-centric marketing does pay off. With the sweeping changes brought on by the Covid-19 pandemic, there’s never been a better time to make the change to a customer-focused strategy.

So how do you go about implementing a shift towards customer-centric marketing?

Get to know your target audience

If your business or organisation is already well-established, then you should have a good idea of who your target audience is. However, if you are relatively new, then you may still be working out who this crucial group of people are and how to reach them.

Your target audience is essentially the intended audience of your product or service. Targeting certain people doesn’t mean you must exclude others who don’t meet your criteria. It simply means you can focus your marketing message on the right group of people. Finding your target audience can also help your marketing team craft a tone of voice that will resonate with your customer.

You’re going to need to see things from the perspective of your audience. Get to know your customer through and through, from basic data such as age and gender demographics to their likes and dislikes.

Focus on customer experience

Customer experience is particularly important for brick and mortar sites. Physical sites are finding it difficult to get customers in the door as the popularity of online shopping increases. For brick and mortar sites to work in unison with the accessibility of e-commerce, customer experience should be of the utmost importance. Brand awareness and consistency are also crucial.

Customer-centric marketing is the key to getting visitors through your doors and turning them into regulars. There are many advantages brick and mortar sites have over online shopping. This includes the ability for customers to interact with products and services, chat with real staff and enjoy the experience of being there in person.

Streamline your marketing and ensure brand consistency

A large part of customer-centric marketing is brand consistency. Brand consistency is synonymous with the visual aspects of your marketing. It’s also important for building trust with your customers, cultivating brand awareness and becoming instantly recognisable. If you hope to foster a relationship with your customers and create a community, then brand consistency should be a priority.

Brand consistency can be difficult to master across multiple brick and mortar locations but can be made simpler by employing digital tools such as marketing management software. Colateral can streamline your organisation’s shift to customer-centric marketing by creating an easier way of planning, critiquing and approving the visual merchandising projects across your store estate.

Customer-centric marketing strategies with Colateral

If you’re looking to revolutionise your customer’s experience and streamline your visual merchandising, then there’s never been a better time to ditch paper spreadsheets and printed installation guides.

Colateral’s marketing management software takes the hassle out of in-store marketing and visual merchandising. You can streamline the process of creating, approving and distributing your marketing materials across your brick and mortar sites. You can simplify the process of creating your in-store campaigns. You can give your employees both in your head office and on the shop floor an easier way to collaborate and communicate. You can collect the data you need about your campaigns to improve your marketing. Employing the assistance of a marketing management tool can help shift your organisational culture and merchandising to a more customer-orientated focus. Customer-centric marketing has never been so simple.

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