Well, it is a month until Halloween, which means it’s time to start worrying about the holiday season. As my colleague Mike Kraus told you in a blog (Report: Sluggish Growth Seen for Holiday Sales) posted earlier today, the National Retail Federation predicts slow sales this coming December.
And so, predictably, marketers are, um, marketing their ideas about how to boost sales. SmartReply, a company that helps clients with voice and mobile marketing, wrote a white paper about it.
The gist of the paper is that today’s customers have little tolerance for traditional advertising; that they want choices in how they interact with retailers. “They want to participate in a dialogue and be involved with your company — not talked at — and they want to know in a split second that your product or service fits their lifestyle or they’ll quickly move on,” states the paper.
One key to understanding the marketing messages your customers prefer, according to SmartReply, is an opt-in permission database. That’s when you ask your customers how they want to hear from you — is it OK to send them an e-mail; how about a text message?
If you do not yet have such a database, perhaps you should start working on it. SmartReply says it takes six to nine months to build a good one.
Look for more from this white paper in tomorrow’s Retail Strategies.