How can retargeting be used to recover lost customers in multi-channel retail?

1 Why retargeting matters

Retargeting is based on the idea that customers who have already interacted with your brand are more likely to convert than those who have not. According to some studies, only about 2% of website visitors make a purchase on their first visit, while the rest leave without taking any action. This means that you are missing out on a huge opportunity to turn them into loyal customers. Retargeting allows you to reach out to them again and persuade them to give your brand another chance.

2 How retargeting works

Retargeting works by tracking the behavior of your website visitors or store customers and segmenting them based on their level of interest, preferences, or purchase history. You can use various tools, such as cookies, pixels, or tags, to collect data about their actions, such as what pages they viewed, what products they added to their cart, or what offers they clicked on. Then, you can use this data to create personalized messages and ads that match their needs and goals, and deliver them across different channels, such as email, social media, or display networks.

3 What channels to use

Choosing the right retargeting channels depends on your goals, budget, and audience. Email is a direct and personal way to reach customers, reminding them of the value of your products or services. You can also leverage social media to reach a large and engaged audience and showcase your brand personality. Display ads are another great way to capture attention and drive customers back to your website or store. With display ads, you can show them banner ads, video ads, or interactive ads that feature your products or services.

4 What best practices to follow

Retargeting is an effective way to recover lost customers and boost sales and loyalty in multi-channel retail. To make your campaigns successful, you should segment your audience based on their behavior, interests, or purchase stage and tailor your messages accordingly. Additionally, retargeting is a continuous process of testing and optimizing; you should monitor your campaigns and measure their performance such as click-through rate, conversion rate, or return on ad spend. Respect for customers' privacy and preferences is essential, so give them the option to opt out or change their settings if they wish. By using different channels and following best practices, you can create personalized and engaging messages that persuade customers to come back and buy from you.

5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?