When it comes to looking after your customers, you should make coming up with something that genuinely improves their lives and is practical and useful your priority, instead of focusing on the bells and whistles that look good but don’t have much to offer.
So says Kenyatte Nelson, group marketing director at online retailer Shop Direct, who made this point during Advertising Week Europe earlier last month (March 20th). He explained that many digital brands these days are preoccupied with the magpie syndrome, where they devote their time to chasing down “shiny stuff” and not developing more practical services, Marketing Week reports.
He went on to add that if businesses fail to focus on every part of the customer journey, from payment to follow-up communications, they will eventually see their competitors gain ground over them.
“[Customers think] that if you’re not helping me solve the challenges I have in the physical and digital space, I will choose to spend my money somewhere else,” he was quoted by the news source as saying.
It might not be as glamorous as coming up with a cool new app or really bringing your website into the 21st century with chatbots and so on, but really concentrating on the core values of your business is an absolute must since it’s so competitive out there for brands these days.
One useful – and often overlooked – tool in your arsenal is A4 brochure printing. Make sure that you do enough customer research to work out just what your target market is looking for and then show them on your leaflets and other PR material that this is what you provide – and then you can direct them to your fancy website, so they can see you have a digital presence as well.