Retailers: Make Me Feel Special. Distinguish Offers by Channel.

We’ve barely begun the holiday season and already, I am annoyed.

Yeah, I know. I’M annoyed… what else is new? But here’s what’s chapping my ass this week…

I’m already overly bombarded with offers and discounts from retailers! To the point where it’s crippled me into indecision about where to do my shopping. And often times, the offers I receive are duplicate promos from one brand. For example, I got an email from Retailer A with an offer of 50% off online on Black Friday… and then I got the exact same message on Facebook… and Twitter… and in an SMS alert to my phone…

Some would say that this is not a bad problem to have. I mean, Retailer A just wants to be sure I get the deal I deserve. Right? So what if they virtually beat me over the head with it?

However, I would argue that this is an unnecessary problem to have.

Yes, I have opted in to receive Retailer A’s communications in each of these channels. However, customers generally connect with brands to receive special offers. There is nothing special about an email offer when the exact same offer is also blasted out via social media and mobile messaging.

Why do some brands feel that it is acceptable to adopt the exact same, old-school, “push marketing” approach to every interactive channel?

Le sigh. And so, I offer some suggestions to my anonymous retail entity.

.:.

Dear Retailer A,

De-silo your respective areas of interactive marketing (e.g., email, search, affiliates, social, etc.). To deliver a seamless and integrated customer experience, these practice areas need to be transparent and collaborate.

Understand how each channel’s audience may be unique.

Tailor messaging and offers by channel to meet (er, exceed!) customer expectations.

Measure each channel to better understand the most effective messages and promotions for that channel. Then do more of those.

Identify and reward those customers that have elected to engage with you in multiple channels. Like me! I don’t want to see the same offer in every channel. Give me something cool via email, then something exclusive for liking you on Facebook… and make the offers STACK-ABLE! I spend a lot of time/money on you.

Kthxbye,

C