Reception Marketing Can Help Develop Trust and Loyalty in Retail

The customer experience has completely changed from a transactional one to a truly helpful one. For retail brands to stay useful to customers, they need to fit in and be present at all stages of the customer path. In the right place and at the right time, they must offer real value.

People decide what to buy based on what they read online, not always on the product’s packaging, perks, or customer service. What does that study look like? Looks for comparing guides, lists of ingredients, reviews of brands and products, and other things.

Brands that give their customers the information they want will build trusting relationships that last for a long time. The brand should control this information to make sure that the chosen story is told in a clear and direct way. I think this is especially important in retail, where building trust means giving customers complete answers to their questions and worries.

87% of shoppers use their phones to look up information about a product while they’re in a store (like prices, reviews, etc.). This means that retail brands need to be visible, helpful, and real online. If they don’t, they could lose the story and people’s attention to competitors, influential people, and online media.

Making a strong link with the audience when they need it is the best way to build brand loyalty and affinity that lasts. Let’s discuss how to ensure your brand is seen where and when it means the most.

Data from you is talking.

You can follow consumers’ digital footprints, such as the feedback they leave on websites, the material they watch, their responses on social media, and their online searches.

For instance, you can find out what terms people are searching for most often that are related to your market. In the fashion retail category, for example, some of the most popular questions are:

• “The best way to clean white shoes.”
• Ask yourself, “What is business casual?”
• “How to make jeans smaller.”

To help your store grow, you need to pay close attention to these triggers, understand the feelings that go along with them, and use those emotions to guide your content marketing.

A change in marketing that’s getting things done.

The proactive method, called response marketing, uses this easily accessible consumer data to learn more about them and then uses that knowledge to send them useful content right when they need it.

But what about business that gets in the way? Being stopped by a message that doesn’t add anything is something that most people don’t like. Then what about permission marketing, which has been a favorite in store marketing for a long time? This transactional strategy is often not related and is quickly going away.

Customers will trust your brand as a reliable source of useful information if you use reception marketing. This is true even if customers use Google instead of store workers when shopping. Are you ready to give customers the information they need?

OAO has what it takes to grow.

Owned asset optimization (OAO), the classic reception marketing approach, can help you give customers the answers they want. Retail brands can help customers make sense of all the information and choices that are out there thanks to OAO.

Building your brand as a trustworthy publisher is a tried-and-true way to connect with customers that can be scaled up. With OAO, this is a very real option. Because you have a brand name, you know a lot about the business. OAO gives you the data and platforms to give customers exactly what they want.

A game-changing strategy in retail is to let data about how people behave tell you what material to prioritize so you can best solve real user problems. People who come to your site only care about “their thing.” That’s why you should write about what they want to know instead of sending a message that works for everyone. You can consistently offer this relevant and useful content through your network of assets with OAO. You can start with owned media like your website.

Then, make it easier for people to find and use. Look at how people use your company often and change your strategies based on what they do there. Let those findings lead to small changes that build brand loyalty over time and lead to conversions in the end. This will help cross-channel value by making sure that the material you share on external platforms is based on an asset you own.

How then can stores use this strategy?

Putting OAO to work in stores.

The chance is great for retail names. When someone looks for “business casual” or “how to dress for an interview,” they are probably looking for content that tells them how to dress for different types of jobs, body types, and special events.

You could do a number of interviews with people who wear your clothes and share stories about how they’ve been used in the office or on the job. You could also make brand-owned videos that show how versatile their looks are. You could make a guide or lookbook that people can use to get ideas for their own fashion choices.

Early on in the shopping process, these tools help to build trust in your brand as a trustworthy guide. The knowledge, support, and value you offer have already set the stage in the consumer’s thoughts. These connections will pay off in the long run when people are looking for a new product.

Once you own useful, consumer-relevant content, you can use it in places where you don’t have as much control, like news, ads, social media, and public relations. This helps you leave a bigger mark and has a good effect on how people talk about your brand in the real world.

Help people check things out before they pay for them.

People are always looking into their own choices and doing their own study. That is a simple fact among stores. It’s not as clear that all this searching sends signs to retailers that they can use to really understand what their customers want. When brands use this data, they can make the right resources and build a network of owned assets that can give customers value at any point in their trip.

Your brand can stand out from the bland competition if you know how to use response marketing to its full potential and make an OAO plan. You just need to link what you know a lot about your product or business with what people are already looking for. That’s how you keep your brand in people’s minds early on and throughout the buyer’s journey, which is getting more and more competitive.