Sheri Hebbeln
February 28, 2014 | Customer Relationship Management (CRM) | Sheri Hebbeln

Proper Use of Customer Data Matters for Increased Online Sales

The Internet has created countless new possibilities for wine marketing. Digital interactions with customers generate behavioral data that can be applied to more relevant campaigns, and this is a great way to engage with your client base. In fact, e-commerce has provided a way for customer relationship management software to remain important, according to CMSWire. For wineries to make the best use of the data that customers share with them, they need to have a system capable of organizing and segmenting this information. It can help you make product improvements and adjustments to customer service policies. 

New trends have been continuing the relevance of CRM software. Social media and mobility have created a wealth of customer information, and properly analyzing this can help you create a better client experience, whether it's by improving website performance or refining your marketing efforts. 

Your access to information may depend on how much your client base trusts you. SDL's recent "Data and Privacy Study 2014" found 79 percent of customers are willing to share information with companies they trust. Consumers expressed concerns about being tracked in physical stores, but when it comes to the Internet, they are more likely to read security and privacy policies and opt out of website monitoring if they feel uncomfortable. Loyalty plays into how willing shoppers are to share their information.

"Marketers and brands need to earn that trust to be successful," said Mark Lancaster, CEO and founder of SDL. "They need to ensure the customer data they use translates to a better experience for their customers and give customers a compelling reason to share their data. Marketers that understand their customers' privacy concerns and commit to using customer data judiciously will create a strong customer commitment."

Mistakes to avoid while handling customer data

Because of how the Internet has evolved, retailers can collect data without consumers knowing or consenting to fill out a survey, but this can alienate shoppers, Practical Ecommerce stated. If you want customers to buy wine online, you should directly communicate with them because this builds a more lasting relationship. As SDL suggested, customers are more likely to willingly give information to brands they trust. While asking clients to fill out surveys isn't as quick as passively gathering data, it can pay off in the long run. In addition, real conversations can lead to more accurate data than just collecting behavioral interactions from winery websites

Overstepping your boundaries with marketing is a bad idea as well. For example, if a shopper visits your page once and then sees retargeted ads for a product he or she browsed all over the Internet, it's more likely to cause annoyance than a purchase. The more data you have about your customer base, the more you'll know about what are the most effective channels to reach them and how frequently they want to communicate with you. This can help you improve your wine marketing efforts as well as gain more data.

One of the most significant mistakes you can make with customer data is analyzing it in a vacuum, according to Practical Ecommerce. The Internet is a big place, and interactions on your website could have a multitude of meanings. As multichannel retailing continues to gain steam, you need to assess information from all the avenues customers have to reach you. This can help you form a more complete picture of shoppers' wants and needs. Having access to this kind of data allows you to sell wine online in a more efficient way. 


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