How can franchisees use digital channels to attract and retain customers?

Franchisees leveraging digital channels can significantly boost customer attraction and retention. Understanding the audience is indeed the first step, as personalized campaigns resonate more effectively. Take Domino's Pizza, for instance. They've mastered using digital channels for targeted marketing, employing data analytics and social media insights to tailor their campaigns. This approach not only attracts customers but also fosters loyalty through personalization. Yet, it's important to balance between personalization and privacy concerns. Customers appreciate tailored experiences but are increasingly aware of their data privacy.

Pour comprendre son public, il faut se mettre à sa place et jouer le parcours client de bout en bout. Voici une série de questions à se poser pour dresser un premier bilan : - Comment le client arrive-t-il à vous conna?tre ? êtes-vous visible sur les réseaux sociaux ? Les moteurs de recherche ? - Quelle image transmettez-vous à l'extérieur ? Vos infos sont à jour ? Les avis de vos clients sont positifs ? - Comment le client accède-t-il à votre offre ? L'expérience est-elle fluide entre online et offline ? - Comment se passe l'achat ? Existe-t-il des frictions, des irritants dans l'acte d'achat ? - Comment gardez-vous contact post-achat ? Vos leviers de fidélisation sont-ils bien calibré, sur les bons déclencheurs ?

Je préconise de décortiquer le site en plusieurs étapes successives, de la page d'arrivée à la page de confirmation de commande, et d'analyser les taux de passage entre chacune des étapes. Les ruptures entre les différentes transitions à l'intérieur de "l'entonnoir de conversion" permettent d'identifier les éventuels bugs ou contraintes rencontrées par vos clients. Une fois les étapes irritantes identifiées, une réflexion transverse et une série d'AB Test sont à réaliser pour identifier les meilleures corrections possibles. Ce process est continu et doit embarquer les équipes marketing et tech.

Optimizing a website is indeed crucial for franchisees to enhance their online presence. A prime example is McDonald's, renowned for their user-friendly and feature-rich websites. They ensure their sites are not only visually appealing and reflective of their brand identity but also optimized for ease of use and functionality. Features like online ordering, interactive menus, and location-based services on their websites significantly enhance user experience. However, it's vital to strike a balance between feature-richness and simplicity. Overloading a website with too many features can overwhelm users, detracting from the user experience.

Social is a great way to showcase a franchise brand’s products and services in a highly visual and involved way, particularly through video. With consumers increasingly using social as a discovery and research platform, franchise brand’s should have a solid video-first social strategy in place, ensuring content is appropriately matched to funnel objectives and the consumer purchase journey.

Utilizing social media is a dynamic strategy for franchisees to connect with their audience. Starbucks is a stellar example of this approach. Their social media presence is not just about showcasing products but also about creating a community. Through engaging content, interactive campaigns, and responsive customer service on platforms like Instagram and Twitter, they've built a loyal customer base and a strong brand image. However, it's essential for franchisees to align their social media strategies with the franchisor's brand guidelines while also bringing in their unique local flavor.

While the parent brand will have their own Social Media accounts, franchisees should leverage Social channels as well. Their content should differ from the parent brand in some way, highlighting their local offers/promotions, events, staff, or interesting lifestyle moments unique to the area. Facebook, Instagram, and NextDoor are the most impactful platforms for franchisees to use in most cases.

Les médias sociaux répondent à deux objectifs distincts : animer sa communauté de clients et conquérir de nouveaux prospects. Les objectifs commerciaux doivent être alignés avec les leviers actionnés.

Creating valuable content is an essential strategy for franchisees to establish authority and engage customers. Take Home Depot as an example. They use a variety of content forms, like how-to videos, DIY blogs, and informative podcasts, to not only showcase their products but also provide genuine value to their audience. This approach not only educates customers but also builds brand loyalty and drives traffic to their website. It's important, however, for franchisees to ensure their content is aligned with the brand's overall messaging while also being relevant to their specific audience.

Email marketing remains a potent tool for franchisees to maintain customer engagement and drive sales. A notable example is Sephora's use of email marketing. They excel in sending personalized emails based on customer preferences and purchase history, enhancing the shopping experience. From welcome emails to tailored product recommendations, their strategy keeps customers engaged and encourages repeat purchases. However, it's crucial for franchisees to balance frequency and content to avoid overwhelming their subscribers. Too many emails or irrelevant content can lead to unsubscribes.

Measuring and improving digital marketing efforts is critical for franchisees to optimize their strategies. Nike's approach to digital marketing analytics serves as an excellent example. They consistently utilize advanced analytics tools to measure the performance of their campaigns across various digital platforms. This data-driven approach enables them to refine their strategies, ensuring they are effectively reaching their target audience and achieving desired outcomes. However, it's important for franchisees to choose the right metrics that align with their specific goals and not get overwhelmed by data.