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Today’s shoppers want a personalized experience.
Get personalization right, and people will spend more per order, purchase more frequently, and have a higher lifetime value.
And consumers are happy to share personal information....IF they get a personalized experience in return.
Yet consumers still feel that ecommerce brand experiences are falling short of their expectations to have a personalized experience.
And this is exactly where the opportunity to stand out with SMS and quizzes is: leverage the intimate nature of SMS as a channel, create cohorts based on actual data from consumers, and create compelling messages and offers based on insights gathered in a quiz.
How An eCommerce Quiz Can Bridge The Customer Experience Gap?
One way to capture this critical data about customers is by asking them directly with a quiz.
A quiz helps merchants gather Zero-Party Data, which customers share proactively and willingly. It can reveal
personal preferences, purchase intent, and any context that a customer shares.
Zero-Party data captured in a quiz can help you plot out the roadmap of the problem that you are trying to solve:
- Who is the customer?
- What problems are they experiencing?
- What alternatives have they tried?
- What are constraints?
- What does success look like?
Even capturing one simple question, like “What are your goals?”
can help inform so much about how to position a product.
For example, wellness brand Hers has a quiz that gets very detailed about the challenges, routines, health profile, and goals of customers.
One simple product -- a moisturizer--can offer a variety of benefits to its end user. But knowing what the goals of the customer are can help determine which benefits to highlight:
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This is marketing, at its core: identifying unmet needs and goals, and providing the solution to get customers to that goal.
I wrote about how brands learn about their customers through quizzes, and how it can be applied to creating a more relevant customer journey through SMS.
Check it out to see 6 ways that brands can use SMS to personalize their marketing and build customer relationships.
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🙌 New Feature Alert: Personalize Your Quiz With Recall
If you are looking to personalize your shopping experience, Prehook’s feature, Recall, is a great first step.
Recall allows you to use
information that you’ve gathered into the quiz experience. This makes the experience more conversational and interactive, so that you can tailor each quiz experience to the individual taking the quiz.
Additionally, it can help remind customers of their previous answers, and help reinforce the rationale for offering a product recommendation at the end of a quiz.
As an example, let’s say that you want to include a person’s name in the quiz....
Create a Text question, “What’s your name?”. It will look like this in the Prehook dashboard:
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Then the first name is automatically added with Recall...kinda cool to see the experience change dynamically based on the shopper's responses! 😎
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You can pull in any responses, like for example their size, style preferences, challenges and anything else:
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This simple feature makes the quiz instantly more personalized!
Dale Carnegie once said, “Remember that a person’s name is to that person the sweetest
and most important sound in any language”
Now you know how to use recall, you can apply this to any question to create a truly personalized shopping experience!
>>GET IT WITH PREHOOK NOW<<
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🎤 A Peek Into The Future of SMS Marketing [podcast]
SMS marketing is still in its infancy for eCommerce brands.
Corinne Watson is at the forefront of helping brands understand how to get the most from the channel — from the education, best practices, and the product that makes it possible, Postscript.
One brand that does it well: women’s healthcare brand Blume.
A few ways that they leverage SMS:
👉 Use SMS to build community with a monthly book club
👉 Surprise
and delight customers with random gifts like a gift card to Starbucks
👉 Educational texts in their welcome series after a customer has purchased a product.
These are all great ideas that help customers build a real relationship with Blume. Here's what their Starbucks message looks like:
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Because SMS is such a personal channel (how many unopened text messages do you have on your phone? I have none), getting the messaging, segmentation, and timing down is critical to driving success.
Corinne shared a lot of great insights on how to segment your SMS audience, how to grow an SMS list, and how Postscript is building a channel to enable two-way conversations, at
scale.
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That's all for this week!
Happy quizzing,
Gen
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