Data and studies prove it: acquiring a customer costs 5 to 10 times more than retaining an existing one , especially in a context like the current one in which advertising costs seem destined to reach ever higher levels.
The secret to the success of an eCommerce project is, therefore, increasingly linked to the concept of “ retention ” which, as we have already had the opportunity to explore, is increasingly inextricably linked to that of “ customer experience personalization ” , “ customer loyalty” , but not only that.
In today's in-depth study, we'll discover together how an effective " lead nurturing " strategy can also represent a winning card in the eCommerce sector .
From knowledge to loyalty : mapping and optimizing the customer journey
The purchasing experience of a user, as we know, develops through a path, the customer journey , which touches different touchpoints both physical and digital but which above all touches different phases, during which a real relationship is created between brand and consumer.
Let's analyze the main ones in detail:
awareness : that is, the consumer's awareness of being able to find the solution to their need in a known product/service, through different channels;
familiarity: the product becomes familiar and recognizable to the consumer among a wide range of similar products;
consideration : is the preparatory list of antarctica consumer email phase to the choice in which the consumer searches for information;
purchase : this is the actual purchasing phase;
loyalty : this is probably the most delicate phase in which it becomes necessary for the company to strengthen the relationship with the newly acquired customer in order to build customer loyalty.
The growing diffusion of digital media as well as the affirmation of omnichannel strategies are further revolutionizing the purchasing process , placing the consumer increasingly at the center of it.
In 2009, McKinsey introduced a new model of the purchasing process that replaces the more traditional model reported above and provides for a comparison between brands and consumers , subjecting the former to a continuous judgement.
Lead nurturing in eCommerce: how and why to create a strategy
In a context in which the relationship between brand and consumer is becoming increasingly equal, and sometimes more "unbalanced" in favor of the latter, companies are required not only to have the ability to know and identify with their target (it is perhaps more correct to refer to the buyer persona model ), but also the ability to accompany the potential customer to the purchase, making this last step perceived as the result of an autonomous , independent and conscious choice .
