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Dan Cole

5 Interesting Uses of Customer Data for Ecommerce Marketing

6 posts in this topic

I like the surprise rewards to the best customers. That could be worth looking in to a bit more or even trying something similar.

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Thanks for this. You give me a hint on how to reward my customers. Even in a little thing, at least I can give the rewards to my best customers. 

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While reaching out to a good customer to encourage more purchases can be a very good thing, I would add a few caveats:

  1. Be careful not to push hard. Be low key about it, and don't annoy the customer with a barrage of emails and offers. You want them to think well of you, not to feel pressured and badgered. Use a light touch.
  2. People can be leery about how much data you collect on them. While it's perfectly legitimate to remember what they've purchased, you want to be careful not to appear too intrusive, especially if you're combining purchase information with data from other sources. You don't want your valued customer to see you as Big Brother.
  3. You always run the risk when doing this that some unsavory behavior will be uncovered. Let's say hubby bought some jewelry online for his mistress. His wife sees a promotional email mentioning his purchases, and wonders why she hasn't seen this jewelry. Things can go downhill fast from there! At best, you might lose a customer; at worst, your name gets dragged into the next Bobbit sensation. Unusual, but still possible.

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