Un fichier avec les données client est la clé pour booster son chiffre d’affaire en tant que commerce, boutique, magasin, resto… Mais comment le construire et l’enrichir facilement – dans le respect du RGPD ? Et surtout, sans y passer trop de temps ? On vous explique tout à travers 4 conseils très concrets pour multiplier les nouvelles entrées dans votre base client – et dans votre magasin !
Constituer un fichier client pour un commerce, si c’est bien fait, c’est facile, rapide et pas cher ! Surtout, c’est très rentable : la donnée client est un levier fort pour augmenter durablement son chiffre d’affaire.
In practical terms, this is still all too often achieved by means of an Excel customer file, which is neither very engaging nor very time-consuming! Personally, we see far more advantages in opting for online customer file software, or a dedicated platform, which is far more attractive. It's much easier for your staff to enroll customers, and allows you to implement the 4 tips below.
Data is a win-win situation! If a store wants to enrich its customer database, it had better offer something in return. Otherwise, only loyal customers will participate - whereas the aim is to broaden your customer base.
We've noticed that, in fact, customers are always willing to leave a 06 or an email. Promotional SMS has become part of their habits, on one condition: they must clearly perceive the benefits of their participation.
When it comes to onboarding a customer file, a merchant (or his or her staff) simply has to spell out the benefits. These can be of any kind:
- loyalty program rewards
- promotions
- goodies
- immediate discount
- coupons
- vouchers
- etc...
To work at full speed, it's vital to make enrolment fun. Firstly, the loyalty program or benefits should be offered directly by the retailer at the checkout. Secondly, enrolment can be carried out via a fun interface on a touch-sensitive tablet, close to the checkout area!
A display like "Pssst! We've got a surprise for you", for example, is very effective. Curiosity does the rest: thanks to the touchpad, it's the customers themselves who register by entering their details, giving their consent, consulting the legal notices, etc... This type of onboarding lightens up the store's staff, while being highly effective in boosting the store's customer file.
Offering a loyalty program is like activating turbo mode for your customer file! It allows you to combine all the above advantages. It also needs to be digitized, fun and progressive. Immediately releasable rewards are vital to increase program commitment.
This is a key element: repeated interaction with the loyalty program enriches a store's customer database. This is no longer limited to contact data, but also records consumption habits, frequency of visits, etc. This is the key to taking the usefulness of the customer file to the next level.
Among other benefits (including customer loyalty), a new formula loyalty program will enable you to increase the number ofentries in your customer file tenfold. All the more reason to boost your next marketing campaigns!
Un programme de fidélité, c’est bien, mais on n’est pas obligé de s’arrêter là ! Un fichier client peut être alimenté par plusieurs canaux, stratégies, leviers d’engagement… Seule constante, toutes les entrées doivent respecter le RGPD, en informant toujours les clients de la finalité et de l’existence du droit à la suppression.
Quelles stratégies mettre en place pour développer son fichier client ? Elles sont très nombreuses ! On a écrit un article à ce sujet, avec 11 stratégies efficaces pour collecter la donnée client.
