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We are moving into a post-pixel world.
Known to some as the cookie apocalypse, this shift has provided the opportunity to fundamentally change the way organizations operate, especially as direct-to-consumer brands.
After all, D2C companies rely on people for sales. In the absence of cookies, which gain valuable insights into your target consumers, how will you develop your market entry strategy?
Here are three things that successful ecommerce and subscription companies are doing to top the list in a post-pixel world.
RELATED: The Cookie Is Already Breaking Down in Ads: Here’s What You Should Know in B2B vs. B2C
Create creative ways to capture data
The cookie apocalypse is a serious dilemma for brands. After all, they run ad campaigns on social media and have no idea what their actual conversion numbers are.
To solve this problem, go back to old school tactics. Develop survey questions to ask your customers after purchase. After checking out, find information about how they heard about your organization and why they chose this particular product.
Don’t underestimate the power of first-party data. Look for ways to include profile questions from the initial point of contact with the customer through the check-out process. This will arm you with the tools you need to delve deeper into the consumer and purchasing path.
The more you understand about the consumer, the better you can understand and target them in future campaigns.
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Stop relying on email
Understanding your customer’s preferences starts with finding creative ways to reach them. Now is the time for e-commerce and subscription-based businesses to focus on more than email. SMS and SMS marketing campaigns have better reach and are a more impactful way to connect with your audience.
Research has found that SMS open rates can be as high as 98%, compared to the standard 20% for emails. So, make texting a primary goal of communicating with your audience. But be strategic about it and polish your message so the openness is worth it.
Another tried-and-true – and ever-evolving – method is social media. Social media allows you to naturally grow your audience in a way you never could before. Use social media to showcase your expertise, knowledge, and “why” behind what you’re doing.
Remember: the goal is to build relationships. Focus on something more than the products you sell. Share your ‘why’, your brand story, and tips and tricks for your chosen field.
Back to the customer experience
There was no more competition in the market. That’s even without taking into account Amazon.com’s impact on consumer trends and spending.
Many consumer brands have pivoted towards the subscription model because it prioritizes the customer relationship. Amazon can’t build a relationship with the customer because it sells millions of products. But consumer brands have the opportunity to build an experience that focuses on interaction and engagement that connects with their customers.
To get started, review your customer service form. Ensure that you have a pure customer experience that the consumer cannot get anywhere else. Next, think about the types of content you’re sponsoring for your customer. What is the value to them? What specials can you offer?
Continue to prioritize the relationship above all else. Find out how much it costs to acquire a client and how much each client is worth. Dive into the quality of your subscribers and focus on retention techniques to maintain loyalty.
Social media has opened up a world of possibilities. Pay attention not only to your own customer experience, but also to the customer experience of others. Look at the brands you like and how they present themselves on social media. what are they saying? How do they respond to their customer base? Taking this approach can help influence the customer experience and generate significant profits in the long run.
Subscription-based models allow for regular interaction with your customers, understand their preferences and communicate with them in a unique and meaningful way. When you build that kind of loyalty and trust (which doesn’t come from a one-time transaction), you’ll make a lifelong fan.
Related Topics: “The Amazon Effect”: How E-Commerce Will Change
How to implement in a post-pixel world
The news about cookies points to a major shift in the way many organizations go to market. But it is not necessary to change the larger principles of how you do business.
Start from the foundation, define your goals and vision for your company. Hire people who have the same passion as you. You can only implement an exceptional customer relationship if the people behind the scenes are happy. Teamwork makes a dream work, right?
Finally, be sure to build a plan that you can implement. Ideas are cheap, but execution is everything. Stay focused on your goals and make regular check-ins to ensure progress.
Ultimately, the best e-commerce and subscription-based brands will keep the customer relationship at the heart of what they do. This will allow them to pivot no matter when the next technology fix.